Seen the ads that win at Cannes over the years?
Do you see any ads with long copy?
No, my friends.
Blame it on the brilliant Brazilians. Or the Swedes.
The sad truth is in our pursuit for international recognition we
are catering to an international jury, who favour minimalist ads over
the ones with long copy.
The jurors often pay lip-service to "There Are No Rules In Advertising" and that sort of stuff.
Alas by awarding only visually-oriented ads, they are making a rule:
Never ever write long copy if you want to win at Cannes.