Advertisements are usually the part of a movie screening when you just want it to end. However, once a year the situation reverses: advertisements return to cinemas that viewers actually look forward to.
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The “Best Cannes Lions Advertisements” have been held in Lithuanian cinemas for the 18th time. Over this period, more than 115 thousand viewers have seen the program, and this year it features the best works from the 2026 Cannes Lions festival.
At this year’s festival, 20,050 works from 92 countries competed for awards. Only a small part of this creativity will reach Lithuanian cinema screens – works that have won the highest awards and stood out with their idea, humor, emotion, courage, and quality of execution.
Humor has returned
One of the most prominent trends of this year’s Cannes Lions is the return of humor to the advertising scene.
In recent years, brands have tended to choose more cautious communication with less risk of being misunderstood or uncomfortable. This year, humor occupies much more space in the festival program.
In the best works, humor becomes a way to talk about complex topics – from artificial intelligence to health.
One of the most striking examples is the advertisement for the artificial intelligence platform “Claude,” where artificial intelligence itself becomes the object of humor. The ad laughs at situations where AI tries to be helpful where it was not asked for, and at the obstacles we still face when using artificial intelligence.
This irony is especially relevant in the context of this year’s festival: 60% of the works submitted to the Cannes Lions festival used artificial intelligence.
However, the story of the “Claude” advertisement has another side – it was created by people. This work won the highest festival award, the “Grand Prix” in the “Film” category.
“This very well illustrates what is happening in advertising today. Artificial intelligence is becoming an increasingly important tool, but a strong idea still starts with a human,” say the organizers of the “Best Cannes Lions Advertisements.”
A special Lithuanian accent
This year’s program also offers Lithuanian viewers a special Lithuanian accent.
For the first time, the advertisement “Kein Projekt ohne Drama,” for which the Lithuanian advertising and production agency “Magic” won a “Golden Lion,” will be shown on the big screen.
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The advertisement, impressive in scale and cinematic execution, became one of the most prominent appearances of Lithuanian creators at this year’s Cannes Lions. Its appearance on the big screen will allow viewers to see the advertisement as it was intended – as a film work.
The clip created by the Lithuanian advertising and film production agency “Magic,” together with the German production company “Tempomedia” and the creative agency “HeimatTBWA,” for the retailer “Hornbach,” won the Golden Lion in the “Film Craft” (production) category.
“Awards, especially our second Lion, only show that such recognition is not a coincidence or some ‘favorable cards dealt,’ but solid proof of the quality of our work. Our goal has always been and remains to promote Lithuania and make it visible worldwide. Projects created in Lithuania have great added value, just like anywhere else in the world, and we align ourselves with the best,” said Monika Šačkutė, head of business development abroad at “Magic,” immediately after receiving the award.
The scale of the “Hornbach” advertising project required unconventional solutions – the sets were built in several studios in Vilnius due to their size, and more than 140 people worked during the filming.
Lithuanian advertising agencies have won prestigious Cannes Lions awards seven times.
An antidote to everyday advertising noise
According to the organizers, the essence of the “Best Cannes Lions Advertisements” program remains the same: to show not more advertising, but better advertising.
“Today advertising is everywhere. Because of this, it is even more important to select those that truly deserve our attention. The ‘Best Cannes Lions Advertisements’ is a true antidote to mediocrity – a place where you don’t have to wait for the advertisement to end. You look forward to it because you know you will see a good story, an unexpected idea, humor, or simply a very well-made work,” say the project organizers.
Over 18 years, the format beloved by Lithuanian viewers has become one of the longest-running presentations of global advertising in Lithuania. During this period, more than 115 thousand people have seen the program.
“Best Cannes Lions Advertisements” in Lithuanian cinemas – October 27. The first ticket sales for those seeking the best seats have already started, and the lowest price tickets will be available on September 25. More details – www.kanuliutai.lt
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