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She's Winner! Hatsune Miku's Chrome ad wins at Cannes

12:00 PM on 06.20.2012

Josh Tolentino

Managing Editor

Yes, that Cannes. The one in France. Well, the "Direct Lions" part of it anyway, the one that's concentrated on advertising rather than movies (cue snarky comment about all movies being ads anyway). Hatsune Miku, everyone's favorite five-year-old virtual diva, won the "Bronze Lion" award for her part in the above ad for Google Chrome. According to the description of the ad on the Cannes Direct Lions site:

"The strength and originality of the creative were that the film -a consolidation of people who make creations on the Web through Hatsune Miku- and the song -an anthem for creative freedom- led to the acceleration of creativity by inspiring even more people to participate in this chain of creativity on the Web. This campaign effectively demonstrates Google’s ability to instigate a movement that empowers the possibilities of a creative culture on the Web."

I'll buy that. I appreciate that they emphasized the amateur creator appeal of Vocaloids rather than the "OMG it's a hologram woman!" aspect of Miku's reign.

And if you Miku faithful are outraged as to why she got a mere bronze rather than the silver or gold awards, she was up against stiff competition, whose ads were about, y'know, causes and relevance and having a message and all that heartwarming stuff. The curious can check out the silver and gold winners embedded below.

Silver Lion: Pepsi "Bottle Light"

Gold Lion: Austria Solar "Solar Annual Report"

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