Cannes Lions revokes awards for use of AI
Cannes Lions has revoked the Creative Data Lions Grand Prix and 11 additional awards previously won by Brazilian agency DM9 in late June 2025. The decision follows the discovery that DM9 used generative AI to simulate real-world events and campaign results in its case films, violating Cannes entry rules around factual accuracy. In response, Cannes Lions has implemented new measures: an enhanced code of conduct, mandatory AI‑use disclosures, deployment of detection tools for manipulated content, and an expert review committee. DM9’s chief creative officer resigned, and the agency announced its own internal AI ethics safeguards.
This incident highlights the urgent need for ethical standards and transparency around AI-generated content. As AI tools become more integrated into ideation and storytelling, industries are grappling with where to draw the line between creative enhancement and deception. For marketing and advertising, which rely heavily on trust and credibility, this event is a wake-up call: without transparent labeling and verifiable data, AI-powered work risks misleading audiences, skewing metrics, and eroding consumer confidence.
The industry must now adopt comprehensive governance frameworks, both internally and at the ecosystem level. Cannes Lions’ new requirements are likely to set a global precedent. Agencies and brands will need similar guardrails to ensure integrity in their output. This evolution will also accelerate demand for reliable AI detection technologies and for third-party auditing services, as clients require proof of authenticity before green-lighting campaigns.
Finally, the DM9 case underscores a broader shift: AI is not just a tool, it’s a strategic and ethical frontier. Marketers must balance speed and creativity with responsibility. In doing so, agencies can transform a potential liability into a differentiator: those who champion ethical, transparent, and verifiable AI will build stronger audience trust, higher-impact campaigns, and resilient brands equipped for the next wave of innovation.
Kristen Burton, Senior Market Research Director
The new marketing route forged by “F1: The Movie”
Formula 1 racing has long been a staple of the global sports landscape, but in the past five years, it has exploded into a global pop culture phenomenon. This is due in large part to the huge success of Netflix’s hit docuseries, “Formula 1: Drive to Survive.” The show’s behind-the-scenes drama, charismatic drivers, and high-stakes rivalries have drawn in millions of new fans, especially in the United States.
This surge in popularity has not only filled grandstands at three U.S. races but has also transformed F1 into a marketing juggernaut. Brands are now clamoring to associate themselves with the sport’s glamour and adrenaline. The latest and perhaps most lucrative example of this trend is, “F1: The Movie,” the blockbuster led by Brad Pitt.
The big-budget racing drama starring the Oscar-winning actor opened with an impressive $55 million at the domestic box office. The film collected an additional $88 million from 78 international markets in its opening weekend.
While the box office haul is impressive, what’s perhaps more noteworthy is how the film is rewriting the rules of marketing. The movie’s production team took a page from the F1 playbook by integrating real-world sponsorships directly into the film. From car liveries to pit crew uniforms, every detail was an opportunity for product placement.
A recent Forbes article details how the film reportedly generated millions in additional revenue by selling these sponsorships to both existing F1 partners and new entrants eager to tap into the sport’s surging popularity. Forbes estimates sponsorships for the movie have brought in at least $40 million, covering a significant part of a production budget that may be as high as $300 million.
This innovative approach not only offset production costs but also created a new revenue stream for Hollywood. Brands received prime exposure in a film guaranteed to be seen by millions, while the movie’s authenticity was enhanced by the presence of real F1 sponsors. The success of “Drive to Survive” and the Brad Pitt F1 movie underscores a broader shift in how sports, entertainment, and brands intersect. As the TEAM LEWIS CMO Report notes, marketers are under pressure to innovate and demonstrate ROI.
The F1 media boom is a masterclass in leveraging content, digital platforms, and creative partnerships to drive both engagement and revenue. With F1’s star still rising and Hollywood now firmly in the driver’s seat, expect more brands to follow this road map.
Neutrogena’s ‘90s nostalgia pulls the rug on aging consumers
Neutrogena’s latest campaign takes nostalgia marketing and gives it a fun twist, catching people off guard with a playful bait and switch. In “Neutrogena Remembers,” the brand jokes that if you remember big cultural moments from the 90s, it might be time to try their new anti-aging products. Instead of just leaning on the past, Neutrogena is proving they can keep up with the times while still making science approachable and beauty fun.
This cheeky campaign is a reminder for all of us marketing pros to keep thinking creatively and not shy away from taking risks. The old-school tactics don’t always work these days, especially with how quickly media and audiences are changing. With AI making consumers more skeptical and people being more careful with their spending, it’s harder than ever to break through. Neutrogena is reminding us that sometimes, making people laugh is the best way to connect. It’s a good lesson for all of us as we try to keep up with the wild world of modern marketing.
Brynna Barton, Senior Campaign Executive
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