Is media becoming more like entertainment?

At Cannes Lions this year, the Media Lions grand prix went to Uber Eats’ “Build your own Super Bowl commercial” by Special US, a campaign which acts as a form of entertainment for the viewers. This win followed Amanda Morrissey, Global President, iProspect and Chief Growth Officer of Media at dentsu, who was a juror on the Media Lions and said on The Campaign Podcast that judging the media category was more like judging an entertainment category. Plus, Publicis Groupe acquired sports and entertainment agency 160over90 this year, which will sit in the holding company's media division.

Campaign's journalists discuss how much media is becoming more like entertainment, with insights from the jury press conferences. Tech and multimedia editor Lucy Shelley hosts the episode with media editor Beau Jackson, deputy media editor Shauna Lewis and deputy creativity and culture editor Charlotte Rawlings.

Further reading:

Adidas UK wins Entertainment Lion Grands Prix for Oasis work

Cannes Lions 2026: Watch all the Grand Prix-winning work

Cannes 2026

Cannes Lions debrief: how did the UK work perform?

Cannes Lions entries rise 'reflecting strong global participation'

Mindshare New York wins Media Lions Grand Prix

Gut’s 'Handshake hunt' takes home Media Lions Grand Prix for Mercado Libre

Media Lions Grand Prix goes to Leo Burnett Sydney

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