This time last week I was tanning on a beach in my yellow speedo desperately trying to achieve a Pantone 1615 CP color tone.

Ok, that’s not really what I was doing.

However if I lived by the “When in Rome” theory then “When in Cannes” it would definitely be something along those lines.

So there I was gathered with other creative minds to celebrate the great work from around the world. However another group of people gather in Cannes with one aim. To resemble a Louis Vuitton bag with varying degrees of bronze all with the same leathery skin texture and all lined up on shiny white deck chairs with blue umbrellas baking in the sun.

Here they spend countless hours on the beach trying to get that last bit of melanoma in for the day, tucking whatever piece of clothing they have into whichever available crevice to make sure the sun is hitting every skin cell during the daylight hours.

Not a pretty sight.

What amazed me though was how no one cared who sees what or is bothered by what they are putting out there for the world to see and you can trust me on not wanting to see it.

There just simply was no shame at all as it was all about the Pantone color they are aiming for to add on top of the leather.

So there I am surrounded by all the bronzed leathery zombies lying on the beaches along the Boulevard de la Croisette when I remembered a great film I wish I had done whose main character was exactly what you see there everyday, but way cooler.

That ad was the first in the series for Southern Comfort’s new campaign “Whatever’s comfortable” by Wieden+Kennedy and the film features a bronzed leather skinned man wearing speedos walking along the beach like the world and everything in it belonged to him.

What I love about this film is the simplicity of the idea. The opening shot is fantastic and draws you in with a close up that reveals what seems to be the main star straight out of an 80’s porn set, mustache included but with more clothing.

Not that a speedo is more clothing but you get the idea.

Then there is the music, simple drum and bass to set up the bravado styled swagger of our main character as he slowly takes a long walk across the beach in the mid afternoon sun.

The camera follows our hero along his walk as we see the admiration from scantily clad woman in bikinis to jealous men soaking up the rays of his greatness. All privileged to just be in his presence. 

Then they introduce a dog, man’s so called best friend.

What a fantastic moment as even the dog can’t resist this man and his swagger. Dropping his good looking owner in the dust to join on the journey with the man himself, so much for loyalty.

We then see our two heroes as they continue their walk and a close up reveals our man’s wading shoes which aren’t appropriate beach wear at all, but when you are him, who cares.

Then with a little jig at some passers by our man of the hour walks out the picture as the camera continues along the journey. There is an amazing amount of suspense that is created with this dead space of almost 11 seconds, keeping the viewer waiting and wanting more of our man. We miss him, we want him,

Then he returns.

Now with a drink in hand and a close up of his beautiful belly that has taken years of training to achieve. All topped off with a little perspiration to add to the greatness. One final side shot of our man and his swagger being closely followed by his now closest friend. All the time he is being admired by everyone who has had the privilege of this view.

Then the final shot. 

Another mid shot of our heroes torso in all its glory, perspiration included and with a glass in his hand finished off with a flag worthy of his greatness fluttering in the wind with the simple words… Whatever’s Comfortable.

Love it. 

For the first time in my life I wanted to be that middle aged man with a large gut wearing speedos walking along the beach with everyone admiring me.

Some would say I am already, but I would disagree.

I don’t have the shoes.

See you next year Cannes.

I Wish I Had Done That.

Gary