Cannes Cinema and Advertising Film: The Art of the Unforgettable

The Cannes Film Festival and the Cannes Lions International Festival of Creativity are two stages where storytelling becomes magic. At Cuadro24, we draw inspiration from this synergy to craft advertising spots that captivate audiences.

Cannes cinema—with its evocative cinematography, authentic characters, dynamic editing, and purposeful messages—is an endless source of inspiration for advertising film. Award-winning campaigns at Cannes Lions show how these cinematic techniques transform into ads that not only sell, but also redefine culture. In this article, we explore the connections between Cannes cinema and advertising film to create the unforgettable.

Narrative: Stories That Capture in Seconds

Both Cannes cinema and advertising film master the art of telling powerful stories within a limited timeframe. In Cannes 2024, Anora (Palme d’Or), directed by Sean Baker, portrays the life of a New York stripper who impulsively marries the son of a Russian oligarch, exploring themes of love, power, and class through emotional storytelling and authentic characters. Its ability to convey complexity in minutes mirrors advertising film, where every second counts.

For example, “I’m a Criminal” for Girls Not Brides (Silver Lion, Cannes Lions 2023) tells the real story of Angelica, a 13-year-old girl imprisoned for trying to escape an arranged marriage in Mexico, forging an emotional connection in under three minutes. Both genres use real characters and universal conflicts to generate instant empathy—a technique we apply at Cuadro24 to create spots that resonate with premium audiences.

Trailer Anora: 

GIRLS NOT BRIDES: I'm a Criminal (Cannes 2023) (Film Craft Silver Lion)

Connection: Storytelling in both genres relies on time economy and emotional depth. Anora uses the complexity of its protagonist to tell a story in two hours, while “I’m a Criminal” distills a narrative of injustice and resilience into seconds—proving that advertising can capture the essence of a Cannes film in a short yet powerful format.

Cinematography: Hypnotic Visuals

Cinematography is the visual language that connects both worlds. Emilia Pérez (Jury Prize and Best Actress, Cannes 2024), directed by Jacques Audiard, uses vibrant colors, dynamic framing, and a Latin aesthetic that reflects the passion of its musical format. This visual sensitivity parallels “Find Your Summer” for Magnum (Grand Prix, Cannes Lions 2024), which employs a black-and-white palette to evoke the nostalgia of a contained summer. Both use cinematography to create enveloping atmospheres that make viewers not just watch—but feel.

Trailer Emilia Pérez: 

Campaña “Find Your Summer”: Ver campaña

Connection: Cinematography in both genres is narrative and emotional. Emilia Pérez uses color to reflect cultural identity, while “Find Your Summer” uses its absence to evoke universal emotions. This fusion of art and message is key to producing standout spots in a competitive market, connecting with discerning audiences.

Authentic Characters: Voices That Humanize

Characters are the heart of both disciplines. The Substance (Best Screenplay, Cannes 2024), directed by Coralie Fargeat, features a protagonist (Demi Moore) who battles the cult of youth, with a raw authenticity that deeply resonates. In advertising, “The Misheard Version” for Specsavers (Grand Prix, Cannes Lions 2024) uses Rick Astley to connect with humor, reinterpreting his iconic song to promote hearing tests. Both genres rely on characters that humanize stories, forging immediate connections with audiences. We’re talking about cinema and advertising driven by powerful, magnetic characters.

Trailer The Substance: 

Campaña “The Misheard Version”: 

Connection: Characters in Cannes and advertising serve as empathy vehicles. The Substance explores internal struggles with depth, while “The Misheard Version” uses a pop icon to deliver a light yet effective message. At Cuadro24, we build authentic characters to create emotionally resonant spots for high-value audiences.

Editing: Rhythm That Drives

Editing is the pulse that breathes life into both cinema and advertising. In film, Amores Perros (Grand Prize, Critics' Week, Cannes 2000), directed by Alejandro González Iñárritu, is an iconic example of how nonlinear, visceral editing can weave multiple narratives into one powerful story. Its fragmented montage, jumping between characters and timelines, generates chaotic energy that traps the viewer—reminiscent of Pulp Fiction.

Trailer Amores Perros: 

In advertising, the campaign “Write the Future” for Nike (Grand Prix, Cannes Lions 2010), also directed by Iñárritu, uses complex editing to intertwine the stories of several footballers, creating an epic narrative in just three minutes. Both genres use editing to control rhythm and amplify emotional impact, weaving stories that linger long after the screen fades to black.

Campaña “Write the Future”: 

Connection: Editing in both genres amplifies story and emotion. Amores Perros uses dynamic cuts to reflect character chaos and humanity, while “Write the Future” employs sharp transitions to build an ode to football. This precision allows advertising to adopt the intensity and creativity of Cannes cinema, creating spots that not only sell but tell stories worthy of the big screen.

Purposeful Messages: Impact Beyond the Screen

Both Cannes cinema and advertising aim to leave a cultural mark. The Seed of the Sacred Fig tackles oppression with a challenging message, while “Sightwalks” by Sol Cement (Peru, multiple Lions 2024) transforms tactile tiles into tools for people with visual disabilities—winning both hearts and awards. Both genres use purposeful messaging to connect with audiences who value social impact.

Trailer The Seed of the Sacred Fig: 

Campaña “Sightwalks”: Ver campaña

Connection: Purpose is the soul of both worlds. While The Seed of the Sacred Fig uses film to challenge systems, “Sightwalks” uses advertising to solve real problems. This ability to inspire change is crucial for spots that resonate with premium-brand leaders seeking cultural relevance.

At Cuadro24, from Lima, we turn these lessons into advertising spots that capture the attention of premium audiences.

Conclusion

Cannes 2024—both in film and advertising—is a testament to creativity’s power to create the unforgettable. At Cuadro24, as an audiovisual production house, we bring the magic of the Croisette to ad spots that shine for agencies, creative directors, and premium brands.

Let’s make it happen. Your brand can tell a story worthy of a Palme d'Or.