How to Win a Cannes Grand Prix

Described by their production company Rattling Stick as “cloaked in mystery and heavily weighed down with awards”, Traktor have done it again... Along with Emmys, Clios and a sizeable pride of Lions, the directing collective added a third Cannes Grand Prix in film to their stash this year, with the Super Bowl spot It’s a Tide ad out of Saatchi NY. The ad takes spoofing to the next level and – looking back at earlier wins – perfecting parody seems to have been a mission.

Tide: It's A Tide Ad

In 2001, they bagged the Grand Prix for their hilarious campaign for Fox Sports' regional TV. Created by Cliff Freeman & Partners, a series of spots parody low-fi local TV coverage of bizarrely violent contests from far flung locations – slapping competitions, blind-folded club fights and cliff diving without water. And in 1997, two spots for Diesel’s groundbreaking Successful Living series – Little Rock 1873 and Mono Village (Boy Scouts) won them their first film Grand Prix.

Diesel: Mono Village (Boy Scouts)

Notoriously enigmatic, Traktor don’t like to reveal their names, but one of them kindly answered our questions…

When one of the members left in 2003, Traktor told shots "I would be surprised if we'd carry on working together forever, we've been together for twelve years and one departing does not hurt Traktor at all, the rest of us feel we can do better work as a giant collective." So, 15 years on, you are still going strong, are you still working as ‘one giant collective’, will you reveal any details about how ‘giant’ you are?

The collective remains unchanged and undiluted since 2003. But we don't think so much about it being a collective, as such. We simply like working together and being together in this fragrant and oblong industry in which we shimmy. And sometimes shake.

Fox Sports: Log fall (China)

Though you work collaboratively, usually a pair of directors takes the project forward, with one taking the lead right? You stated back in 2000 that the lead ‘voice’ is the one who responds most strongly to the script. Is that still your model? Can you say more about this selection process? 

The process is the same as for other directors. One director, depending upon interest and availability, is very much in charge and takes on a project using his instincts, experience, mouth and fingers. The advantage internally is that we continuously keep a dialogue going where other Traktors can go "Hey, did you consider the chap in the mauve jumper holding a cupcake?". Call it an optional level of quality control from people who care greatly, and whose name will ultimately be carved on the base of more or less peripheral trophies (The Bronze Beaver in Belgium!).  For the agency and client it's the same as any other process, but it might just feel... better?

Fox Sports: Clubbing (India)

Traktor started life in Sweden in the 90s, just after TV advertising came into the country. You soon got into parody, working on Diesel’s Successful Living campaign which satirised American 60s kitsch. Would you say that parody is your favourite theme? 

We don't really have a favourite theme. Hindsight is a dusky vixen. The task at hand is all we can do something about. Like a golf-ball in the semi-rough on the fairways of modern living. Slice it!

Fox Sports: Dive (Turkey)

One of the two films that won you your first Cannes Grand Prix, Diesel’s Little Rock 1873, spoofed spaghetti westerns. Can you talk us through the concept? How much of the wild west tropes (the toothless whore, the unfortunate kicked dog, the grimy varmint swilling hard liquor in a dusty saloon for breakfast) were already in the script. How much detail did you bring to the spot?

The script was great when we got it. We worked closely with the people at Paradiset DDB on many aspects over some gin fizz, including the script. It wasn't yesterday. We couldn't find a good toothless whore, so that is actually a man. Our first ladyboy. But not our last...

Fox Sports: Slap (Russsia)

Your second Grand Prix, for Fox News Sport satirises sports reporting from various backwaterss. With the tagline “sports news from the only region you care about. Yours.", it’s been suggested they are ironic comments on US insularity. Or they could be mockery of unsophisticated pastimes in the regions? Most importantly they are hilarious – can you tell us more about them? 

It is actually more a play on how it feels to watch national sports news (i.e. SportsCenter) waiting patiently for news of your team (the Pigsknuckle Soothsayers) in the midst of endless blabbering about teams you've never heard of. It's because America is a big place that it makes regional sense. And fun. But more than anything it's a big fat case of: Let's make up some shitty sports and execute them with great care and terrible cameras.

Fox Sports: Lasso (Africa)

It’s a Tide Ad masterfully parodies ad tropes and genres, you told shots you worked hard on getting the right tone of the ads, and of having “reverence for each commercial genre.” But do you think by gathering so many ad clichés the ad subtley mocks the TV spot in general? There is much talk of the traditional advertising being on its last legs, do you think this ‘meta’ approach is part of the long goodbye?

We think of it all as a long slobbering hello. The proliferation of integrated awards, branded buzzwords and the like seem invariably to lead to an increased desire for films with heart, class and an ability to cut through the noise and clutter of emperor's new content.

When the stealthy "disruptors" and new media giants flock to advertise on the Super Bowl, it MAY just be proof that "case studies" only take you so far? Here's a test you can do at home: Think back to the "next big thing" from five years ago and try not to cringe?

We may, of course, be wrong and find ourselves tattooing Nike logos to the rear end of hamsters and letting them loose in Times Square for maximum "engagement" with handpicked and blindfolded influencers. There'll be a category for that at Cannes eventually. 

In the meantime we'll have a lot of fun creating... beautiful fun. Want some?