When MAM client Wieden + Kennedy took the stage at Cannes with long-time rival BBH, the audience had no idea they were in for a stand-up comedy act. Dan Wieden and BBH’s Sir John Hegarty slung barbed compliments as the festival presented examples of each others’ works to celebrate the 30th anniversary of both ad agencies.
Speaking of when he saw Wieden + Kennedy’s first hilarious (and immediately viral) Old Spice ad, Sir Hegarty said, “You know when something’s great because you really, really f@cking hate it. … Well, that feeling goes away after a few weeks, and then another feeling hits you, and you run out of your office and I say to [BBH Exec. Creative Dir.] Nick Gill, ‘Have you seen this Old Spice? Because I’ve just seen Old Spice. What are the scripts like on Axe? Are they that good? Make them better!'”
Flattery+Envy aside, audiences were treated to ad clips of W+K’s “The Man Your Man Could Smell Like” Old Spice commercial, and their riveting (and controversial) “Earl and Tiger” ad for Nike Golf.