Cannes Contenders: The UK

Libresse Never Just a Period

Libresse’s Never Just a Period absolutely smashes it out of the park for me. I love it. Of course, I would. It’s the antithesis of what I grew up with, and I am forever thankful to the marketing team and writers that this type of taboo-challenging communication exists in the world for my daughters. A big statement, but one of those rare times when you realise the powerful impact advertising can have on shifting societal conversation, which can be felt on such a personal level. 

One of those rare times when you realise the powerful impact advertising can have on shifting societal conversation.

It's rare to see something this raw, funny and beautifully weird all at once. From the surreal, visceral visuals to the powerful all-female chorus, every moment feels like a punchy, poetic reminder of how  misunderstood menstrual health is. Lucy Forbes' brilliant direction makes you laugh one second and wince in recognition the next. For me, this piece of work is the perfect embodiment of the multifaceted, complex and contradictory relationship women have with their periods. I applaud it, firstly as a producer (the task of pulling this together blows my mind), but most importantly as a woman and mother of girls. 

KFC Believe in Chicken

Believe in Chicken is unapologetically weird in the best possible way. It doesn’t try to be too clever, it leans into its own absurdity with total commitment. It takes a universal truth - ‘we all need something to believe in’ - and spins it into a wonderfully, weird spectacle, underpinned by a music track which I saw described as ‘poultry-powered gospel rave’, which I'm here for. 

Unapologetically weird in the best possible way.

The creative team at Mother, alongside Vedran Rupic's brilliantly surreal direction, have managed to create a piece of work that cuts through the noise and creates a world of its own.

02 Daisy vs Scammers

This work is one of those times where I see AI being used in a way that gets me genuinely excited for its creative opportunities, as well as its ability to actually protect people, as demonstrated in this great piece of work. It takes a refreshingly practical approach using AI to create a scammer time-wasting a cutesy nana called Daisy. 

The perfect blend of utility, creativity and cultural relevance.

Not only has this got the technical, AI credentials going on, but it manages to retain a sense of craft and story telling in its execution. The writing is sharp and funny while still managing to educate. It’s the perfect blend of utility, creativity and cultural relevance.

National Theatre Live The Best Seat in the House

This ad perfectly showcases the sense of occasion and artistry that comes from a visit to the theatre, and then powerfully translates it for the screen. It leverages Benedict Cumberbatch’s dual appeal brilliantly; beloved by both theatre purists and blockbuster fans alike, he bridges the gap between art and access, which underpins the existence of National Theatre Live.

Perfectly showcases the sense of occasion and artistry that comes from a visit to the theatre.

The direction of ManvsMachine is simple and restrained, giving the evocative writing even greater resonance. I love how the extreme close ups of Cumberbatch's performance are interspersed with beautifully realised ‘in camera’ effects personifying the emotional journey audiences go on during a theatre performance. 

The spot perfectly demonstrates how the magical intimacy of live theatre can be seamlessly preserved for a screen audience. No doubt it will encourage more people to consider the screen as an access point to live theatre.

BritBox See It Differently

In an entertainment landscape dominated by over-saturated trailers and sensory overload, this film stands out not for what it says, but for how its made. From a production standpoint, it’s a masterclass. A true win for human-led creativity and traditional film craft.

One of those spots that I want to watch again and again.

By stripping back the curtain of the filmmaking process we are able to fully appreciate the immense craftsmanship and artistry that goes into making British entertainment. Its single-take journey mirrors the act of ‘re seeing’ familiar television in a new way, making its form and function perfectly aligned, something that’s very rare in a TV commercial. It's one of those spots that I want to watch again and again.