The golden glow of victory hung over the closing night Partizan party as the company's Traktor collective basked in their responsibility for the Grand Prix-winning Fox Sports effort, created by New York's Cliff Freeman and Partners. The campaign marks the second consecutive win for US spot work. But while last year's Budweiser "Wassup" rout could be seen coming from miles away, this year's winner was not so predictable. The Fox Sports campaign, which famously creates some hilarious international athletic arcana to illustrate the value in being able to zero in on one's own regional sports coverage, was by no means a shoo-in.

Many touted Nike's "Freestyle" as a possible Grand Prix contender, but the ballyhooed (and now parodied) spot was shut out of the winner's circle. Was it a case of the cultural heft of basketball in North America not translating well with an international jury? No, says jury president and Saatchi worldwide creative director Bob Isherwood. "["Freestyle"] was shortlisted but it was in a very strong category. In the end the jury just thought there was stronger work," he says, citing 180 Amsterdam's work for Adidas and Levi's "Twist," which also won the Lion for Excellence in Music. Isherwood also cites Reebok's Traktor-directed/Lowe Lintas-created "Blob," which provides belly laughs via a giant hairy breadbasket relentlessly pursuing its would-be owner, with the spot's hardcore soundtrack from Tape Gallery/Housework Sound Design elevating the work into the realm of the sublime.

"Everyone had different expectations as to what would surface in the show," said @radical.media's Jon Kamen, the proud owner of a second Palme D'Or Award for top production company. "It was a huge surprise. It was great to have achieved it again (the company won the honor in 1998)." @radical.media was recognized for its work on spots for Jack in the Box (directed by creative Dick Sittig); Heineken (directed by Frank Todaro); and Pepsi (directed by Tarsem).

Rounding out the production company over-achievers were hungry man (director Bryan Buckley's work for Dr. Pepper out of Mother, London scored Gold and Silver nods; "Grammy Guitar" for Mastercard won Bronze); Propaganda/Satellite; Partizan UK; Gorgeous Enterprises London; Partizan US; Stark Films, London; Headquarters; Pytka; The A+R Group; and Quad Productions France.

Some members of the production community raised questions about the way in which the Palme D'or is awarded, suggesting that production companies with multinational offices be considered as one unit, rather than each outpost being considered separately. But after dust settled, festival CEO Romaine Hatchuel reported that there would be no change in the foreseeable future.

While many participants were less than effusive about the overall level of creative output at the show, according to Isherwood it's a common complaint. "The reality is that the work does get better every year. What gets better is the level of production, the technology we have to deliver the ideas. So ideas are being put across better than ever before," he says.