For the ninth year, leading advertising and marketing executive Ann Nurock returned to share her annual report on the state of creativity in the advertising world.
Hosted by SAFIM Art Collaborative and the SA Jewish Museum, her presentation in August, Creativity Strikes Back!, explored some of the major themes and standout campaigns from this year’s Cannes Lions International Festival of Creativity.
The title reflected a noticeable shift in the industry’s relationship with artificial intelligence (AI). At the 2025 festival, uncertainty about AI and its potential impact on creative industries dominated the conversation. A year later, the mood has changed. As Ann explained,
“When used correctly, AI is amplifying creativity” – rather than replacing the distinctly human thinking behind great creative work.
There are, however, concerns. While experienced creative professionals remain essential, AI is already taking over some of the tasks traditionally performed by junior creatives, raising questions about how the next generation will gain experience and develop their skills.
Ann also returned to a theme highlighted last year: the growing influence of content creators. Their increasing appeal to advertisers worldwide is contributing to a continued shift away from traditional media.
Another recurring feature of Ann’s presentations is the way brands use creativity to address real societal challenges.
One example with particular relevance in crime-conscious South Africa came from BCP Bank in Peru. With mobile phone theft leaving victims vulnerable to fraud and the rapid draining of their bank accounts, the bank recognised that speed was critical. It developed an innovative solution that transformed ordinary point-of-sale terminals at local businesses into emergency security points, allowing customers whose phones had been stolen to quickly lock their bank accounts before thieves could access their funds.
SCAN/Click to Watch the campaign: BCP Bank anti-theft campaign
Another campaign that delighted Ann’s audience came from Puerto Rico. Hyundai Puerto Rico’s Coquí Alarmed, winner of the Grand Prix for Audio & Radio, transformed the distinctive call of the island’s much-loved coquí frog into a celebration of local identity.
The idea was sparked by a viral 2025 Reddit post in which a tourist complained about the frog’s loud nighttime call and asked how to silence it. For Puerto Ricans, however, the tiny native frog is a cherished cultural symbol.
In their campaign, Hyundai replaced the standard electronic locking sounds on vehicles in major rental fleets with the call of the coquí. Rental cars became unlikely cultural ambassadors – introducing visitors to a familiar sound of Puerto Rico while also raising awareness of the frog and its conservation.
SCAN/Click to Watch the campaign: Hyundai Puerto Rico – Coquí Alarmed
While the Cannes Festival may seem a long way away from us at the tip of Africa, we have a strong local connection to the Festival: a Grand Prix Film Craft winner from our Jewish community at this year’s Festival. Bev Wynne, the founder and executive producer of Gatehouse Commercials, was featured in the August edition of the Cape Jewish Chronicle as one of the women we highlighted for Women’s Day. See more here.
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