Cannes predictions: Santosh Padhi

Carlton Draught ‘Beer chase’, Clemenger BBDO: I loved the fact that the film opens almost on a product window. Which client wouldn't agree to a TVC which has product through out the film. Which doesn't mean the creative jury will hate it. It's always about how you tell a story. The story is well told here. It's quite funny, nice spoof. Wonderful to see they did not overdo it, we see love and care for the beer in this TVC. That's what the human truth or consumer insight is. Really very well shot, looks very sleek. I won't mind watching it again and again, may be with a glass of beer!

NMRA ‘Car creation’, Whybin TBWA: Financial and insurance category has been one of the toughest categories for years. Most clients play very safe due to stiff rules and regulations, but not anymore. NMRA just added some excitement to this category with its campaign.

I think this campaign was very well thought-through across touchpoints and consumer involvement. It was exciting while maintaining brand relevance at its core. The car that was created looked quite cool. I would love to take a ride on it, but would be sure to take out medical insurance first.

Metro Trains ‘Dumb ways to die’, McCann Worldgroup Melbourne: Public safety messages don’t work on young people if they’re done in a typical fashion. They ignore them because they hate being told what to do. Metro Trains found a way to get young people to care about being safe around trains. I liked the basic approach that it's not a typical public service campaign that's very emotional with human suffering shot in black and white. This public safety campaign joyfully highlighted a range of incredibly dumb ways to die, with being unsafe around trains at the very top of the list. I loved the wonderful youthful song (quite peppy and trendy) which was told through stark, stylised, simple graphic visuals rendered through the TVC. No wonder it was the most shared public service ad in history and the sixth most viral ad of all time. Youtube views of the main video exceeded 30 million after just one month.

Seek Australia ‘Volunteer to help volunteering’, Leo Burnett Melbourne: All charities need donations. But there’s something far more important to them than money. Volunteers. That's what the Australian online job company Seek asked for, through one simple pink colored line that was adopted by hundreds and thousands to promote the need. It's one simple, smart, contagious new-age-media idea. I hope this gets adopted in every country for every cause.