Overheard at Cannes Lions 2025

No week in advertising feels quite like the Cannes Lions International Festival of Creativity — and we’re not just talking about the rosé-fueled yacht hopping or the surprise celebrity sightings (though there’s plenty of both).

It’s where the industry’s biggest names, boldest thinkers and buzziest brands converge on one sun-drenched stretch of the French Riviera. And while the panels may be packed and the parties never-ending, it’s the offhand remarks, unfiltered musings and beachside wisdom that truly capture the spirit of the week.

From unrestrained to inspirational, here are some of The Current’s favorite quotes overheard at this year’s festival:

Unfiltered and unnamed

Anonymous Cannes attendee: “I heard people might pull back on Cannes. If there’s a recession, I don’t see it.”

Anonymous Cannes attendee at an agency’s beach party: “They’re serving rosé in glasses … they may be down, but they’re not out.”

Anonymous Cannes attendee: “One of the companies brought a real lion this year. That could be bad if PETA hears about it.”

Anonymous Cannes attendee while slurping an oyster: “This one is for the open internet.”

Anonymous Cannes attendee: “Everything is bolted down now after the storm last year.”

U.S. agency head on how the Kelces are once again at Cannes: “Taylor’s in Saint-Tropez, as she was last year. But we don’t know where.”  

Star power on the Croisette

Ryan Reynolds at Sport Beach on Thursday: “We live in a world right now where identity politics are almost a religion. And for that to be checked at the door — in sports, in theatrical film, in music, concerts … We all walk in and go together. The French call it ‘collective effervescence.’ We’re all feeling the same thing, at the same time, at the same moment, and it’s almost like oxytocin.”

Cardi B at the Spotify concert on Wednesday: “It’s my first time here. I feel very special. I feel like Illuminati.” 

Carmelo Anthony, former NBA star, at Sport Beach on Thursday: “Storytelling has always been a foundation of building brands. Storytelling starts the minute you come up with the idea.”

Anthony on the year’s oppressive heat, at a separate panel for his wine brand VII(N) The Seventh Estate wine: 

Anthony: “It’s been a long week. Lot of meetings, lot of heat…” 

Moderator: “Lot of parties?” 

Anthony: “No parties. Lot of water.” 

Billie Jean King at Sport Beach in a fireside chat with e.l.f. Beauty CMO Kory Marchisotto on Thursday: “Everyone matters. Each one of you matter, so don’t take yourself lightly. You can have fun, but you do matter. And if you get down or anything, just know you do matter. What you feel, what you think, who you are as you progress in life — so totally believe in yourself, OK? You can do it. Sorry, you can tell I like to coach! I loved coaching. You’ve got to be a psychologist to coach. I have therapy every week.”

On why inner success is as important as outer success: “There’s a lot of miserable people with a lot of money.”

Industry experts open up

Mark Penn, CEO, Stagwell: “Most ads are terrible. The television ad has reached a high level of perfection, but we’re a long way from that in terms of online.”

Maggie Malek, CEO, Crispin, on balancing AI with human creativity: “At the end of the day, we are human beings, and human beings love nuance and feeling and magic, and that is what our teams do.”

Lisa Valentino, president, Best Buy: “It’s not really retail media — it’s performance media.”

Gautier Picquet, CEO, Publicis Connected Media: “Connect or die. We need to learn to break all silos. It is important to have a holistic vision … to be sure we can create the value for our clients.”

Kevin Krim, CEO, EDO: “Surveys are no good. Read their feet, not their lips.”