Ahead of him receiving the Lion of St. Mark Award later in the evening, Jacques Séguéla, French advertising legend who was the former vice chairperson of Havas, took to the stage on day five of the Cannes Lions International Festival of Advertising.

His talk full of humour began with him sounding off a warning for the audience.

“My English is French – so don’t worry if you don’t understand what I’m saying,” he said.

The 91-year-old then stated the secret of his long life.

“I eat Lions for breakfast. I love the (Cannes) Lions,” he added.

He then stated that while there have been many changes over the last decades in advertising one thing stays constant.

“Advertising is, has been and always will be about an idea. Money has no ideas. But ideas make money. If you don’t have ideas, leave the room. Ideas are like sperm. There are millions, but only one wins the race and converts to a little baby idea,” he said.

“But then the marketers say ‘it’s not strategic’. So, we have to tell them it’s just a baby so how can it be strategic? The marketer calls it ugly and says you can’t sell anything with it, before their favourite phrase – ‘let’s test it,” said Séguéla.

He went on to define an idea:

“It’s another way of thinking,” he said.

He went on to show a piece of work for Citroen.

“Here, the problem was not the idea. I needed an aircraft to shoot this. I was working with someone who was running for the presidential elections. I asked him for an aircraft carrier for an ad. He said the idea was ridiculous and it would work more for the navy than the car,” revealed Séguéla.

“Fifty days after the president was elected. He called me and said, I want to give you a gift for guiding me to victory. A week later I told him - I had an idea – he told me he wanted a good idea. 

I wanted a day with the Dalai Lama. One month later, the Dalai Lama was invited to France. So, I organised an event. Dalai opened the debate with a story which changed my advertising life,” he added.

Lama asked three questions:

What is the opposite of white – everyone said black. 
What is the opposite of day – everyone said night.
What is the opposite of life – everyone said death. 

Séguéla stated that Lama didn’t agree with the third answer. 

“The opposite of life is birth. This was the most important revelation of my life. That day I realised, my job was not to let brands die but make them eternal. Our job is not to sell logos and cars, but brands. Make brands like Danone and Citroen survive. This is my daily fight, especially for the young generation,” he said.

He had five pieces of advice for the young generation:

“Advertising is about having ideas – change jobs if you don’t have them. Advertising is about optimism. Advertising is to be in the right place at the wrong time, and the wrong place at the right time. Make advertising meaningful and eternal by giving it a soul – that’s our mission at Havas. Finally, sell advertising and advertising will sell you. Give to advertising and advertising will give you. Make advertising happy and it will make you happy. Love advertising and advertising will love you. Make advertising humorous, and you’ll love it,” he stated.

He ended with a short story from 47 years ago at the festival.

“My wife is the best gift the Cannes Lions gave me. 47 years ago, I was at the festival. I was on the Carlton beach when I saw Sophie. My heart stopped and I knew she was the lady of my life. Just a week later, we were together for life. Every morning when I wake up, she tells me - my darling you are beautiful so I love you. I’m so happy, my wife is still in love. But love indeed makes you blind because she thinks I’m still beautiful. But then I also have my mistress – advertising. And this award is one that I want to share with all of you. Thank you, Cannes Lions, and all of you continue loving ideas, creativity and life,” concluded Séguéla.