This commercial for Nivea sunscreen has the critics talking, and not for the right reasons. "Care from the Air," was submitted for Cannes consideration by its agency, Jung von Matt/Elbe. Bartle Bogle Hegarty co-founder and Cannes Lion jury president Sir John Hegarty described the premise of the piece to journalists at Cannes.

"The big, big problem is kids on beaches don’t have enough sunscreen on. They run around and it rubs off. So they developed a [robotic] seagull that flies across the beach and basically shits suntan cream from Nivea. This is, as you can understand, something we had to take very seriously. It’s the most stupid thing I think I’ve seen in my whole life. I actually thought the Monty Python team had gotten together and entered it into [Cannes], to see if we would vote for it.” 

Is this judge's take too harsh? We can't help but think that at least this is an ad where the often maligned gull gets to play the hero.

(via Adweek)