The Story of the Brilliant, Incendiary Trump Ad That Has Cannes Buzzing

Scholz & Friends on their gold Lion winner

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CANNES, France—It’s one of the most memorable images of this Cannes Lions festival. A stack of Der Tagesspiegel newspapers, with a cover photo of Donald Trump repeated more than a dozen times, elongating his face and giving the illusion of a very, very big mouth.

“Will he bully his way into the White House?” asks the headline.

The ad, from German agency Scholz & Friends, was an instant classic when it launched last year, and has been one of the more high-profile executions honored at the festival.

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