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There was some ups and downs in this years Cannes Lions awards, our annual international drama and gossip, how I wish I had been a fly on the wall in the Jury room.
Grey Auckland created a campaign that looks quite a lot like an old Gary Larson joke. It also happened to win Grand Prix Outdoor.
If you haven't read Larson you are a poseur creative - there's a reason his books can be found in nearly every agencies library. His quirky humor triggers creativity. Yep, thats the reason. It's been proven in focus groups.
Craig Davis, chairman of the Axis Awards, was not convinced the idea was plagiarized. "We all know what happens. You read a book and three months later it pops into your head from the subconscious." he also told adage that he was surprised it had come through so far without anyone spotting the similarity.
The ads creators were amused. Todd McCraken one half of the team said the idea stems from an old joke which goes as follows: "What's the last thing a fly sees when it hits your car windscreen? It's arse. "
anyway, lets have a look shall we? scroll to see the ads and Larson.
The last thing a bug ever sees. No Bugs insect spray.
The last thing a mosquito ever sees. No Bugs insect spray.
The last thing a fly ever sees. Gary Larson.
May he who never tried to stick a regurgitated Larson idea in the pitch pile cast the first stone.
Update! Bonus! There's also the Bug Bomb with "The last thing a spider ever sees." which got Gold for Print in the 2003 Times Asia-Pacific Advertising Awards. It was done by Grey Worldwide, New Zealand.