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Thu 07 Jul 2007Debate in ad circles about new mediaMedia & Marketing:The culmination of the Cannes "Lions" advertising festival last week reinforced the ongoing debate in advertising circles over the shift to new media. The overall Grand Prix winner in the film section, ironically titled, Evolution,for Dove (part of the "real beauty" campaign) produced by Ogilvy in Toronto, was in fact a "viral" rather than a "commercial".Broadcast only once on TV to qualify as an entry, it caused some controversy in itself, but particularly, it renewed the debate as to how agencies were dealing with the new online world. The viral achieved more hits (showings) than a traditional Superbowl spot (3.7 million on YouTube alone).