Munich Agreement TV ad wins bronze award at Cannes Lions

A TV commercial for a contemporary history exhibition at the National Museum in Prague won the bronze Film Lion at the annual Cannes Lions International Advertising Festival in France on Saturday. The clip, entitled Munich, was made by the Prague-based EURO RSCG agency. It shows an elderly woman polishing showcases with exhibits, using a glass cleaning spray. When she gets to the showcase holding the Munich Agreement, she spits on it instead. Experts say the award is the biggest success for Czech advertising in the last five years.

The Munich Agreements, signed in September 1938 by leaders of Nazi Germany, Italy, France, and the UK, forced Czechoslovakia into ceding parts of its territory to the Third Reich.

Author: Jan Richter