Home >> Cannes-2010 >> Article

Cannes Lions 2010: YouTube is like discovering people, says Ben Stiller

23-June-2010
Font Size   16
Cannes Lions 2010: YouTube is like discovering people, says Ben Stiller

The last session of the third day at the Cannes Lions International Advertising Festival 2010 turned out to be a crowd-puller even though it may not have been the best. The attraction was comedian, actor, writer, film director and producer Ben Stiller. To give him company was director Jeff Goodby of digital agency Goodby Silverstein & Partners. The session, ‘Laugh, Connect and Debate with Jeff Goodby and Ben Stiller’ was moderated by Elisa Steele, Chief Marketing Officer, Yahoo.

Steele started the session by asking Stiller what he felt about advertising on the digital platform. The answer was for sure non-serious. Stiller said, “Digital makes advertising complicated for sure.” However, he was quick to add that “irrespective of the medium, story-telling was story-telling, and any platform is good for that.” According to him, as far as digital was concerned, sites like YouTube were good platform for discovering people, and “new and new talents are emerging” and digital provides them a good platform.

He pointed out that inter-connectivity with the computer “is fun” and provided a platform to connect with people “in terms of entertainment and in terms of social campaigns”.

“We have raised hundred-thousands of dollars to build schools in Haiti through campaigns on the net,” Stiller added.

Coming back to the topic of entertainment, Stiller said that on digital, one could make topical episodes in the perfect format to be with the exact audiences that wanted to see them. “So it’s a good thing for us,” he said.

When Steele asked Goodby what he felt about the instant feedback the digital world allowed to generate, he said, “It’s great to have events and comments on events at the same time.” But does user feedback shape the course of an on-going project? “That the audience is telling you where the movie should go is taking it too far. You have to be judicious about that and not let people or media change that,” he affirmed.

Answering to a question from the audience, Stiller accepted that humorous ads did make a point. “There are high expectations from funny commercials. I love funny commercials, and it’s a big deal these days,” he said.

When Steele said that more and more people were making humorous ads “as virals” for the digital platform, Goodby corrected her by saying, “You can’t make virals. It’s the people who make virals by forwarding them. You can’t say: Come let’s make a ‘hit’ movie.”

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS

In a conversation hosted by COVERGIRL and creative agency Droga5, this session discussed how creators push the boundaries of creativity by giving women the power to define it

The Pandey Khandaan, as promised, was in full attendance to watch brothers Piyush and Prasoon receive top honours.

The Japanese brand plans aggressive entry into Indian TV market