Gsus :] I could write ... and write on this subject, especially when I'm not a criative copywriter or art director, and especially when that topic is quite hot here in Portugal. Basically, I reckon we start for answering something quite simple: is the goal of advertising festivals to recognize and award ideas (good ones, inspiring ones that cannot find a client to materialize them) .. err, or is the goal of such festivals to award creative executions that have a brief, an account, a planner, a director, a ... client?

At my agency I work with a big portuguese telecom operator (ok it's the incumbent player in our market), therefore on a daily basis I get all sorts of cliping and research reports on mobile phones trends: who? why? when? bla bla bla ... and it was quite interesting to find out that the American youth is not really into SMS and MMS services, whilst here in Europe, SMS and ringtones are the most profitable services for these telecom operator companies. Kids organize their daily social agenda through exchanged messages, more than using voice services :] sms 4ever

Copy Whore made a good point .. these ads are true attention grabers.

It makes sense, it makes sense indeed! Nevertheless I would say that Lowe's plan as a dash of PR in it :)