While pundits normally strut around with an air of self-assurance and confidence that, yes, their bets will pay, trying to predict this year's Cannes contenders is a different racket altogether. Why? Well, there's no real frontrunner like Honda "Cog" or Ikea "Lamp" - though admittedly that gold/grand prix dynamic was a bit of a shocker - and no Nike "Tag" or Fox Sports mayhem.

The difficulty this year is that for many major brands riding the wave of previously successful insights and interpretations, it feels like we've seen it before. Even one Grand Prix hopeful - Honda "Everyday" (Wieden + Kennedy, London) - is an extension of a campaign. As one industry insider puts it, "the creative is getting better but I'd be lying if I said a lot of great creative work got done last year. There was a lot of solid work, but nothing brilliant."

With that in mind we highlight what we think is some of the more original fare of the last year that will - or should - jolt the jury.

Let's start with Levi's (BBH). It gets our nod this year for breaking its own convention. For years the jean maker has been having periodic bouts of one-upmanship - with itself. Just when it was on the verge of becoming victim to its own obsequiousness - think "Buffalo", which was quickly eclipsed by the rousing "Car", which we hope to win a Lion - it turned on a dime and unleashed "Hispanic"/"Doorman"/"Hot Dog". A fluid, organic and urban dialogue trilogy, the new Levi's gave us something to get excited about.

Perennial favorite Nike (Wieden + Kennedy) turned out some solid hits this year with the whimsical "Musical Chairs", the eye-popping "Gamebreakers", the epic "The Other Game" and the inspirational "What If", but massive budgets and brand name directors aside, in our minds "Evolution", directed by newbie Neill Blomkamp, really captured the imagination. This quiet but stunning effects-driven piece stands out in its originality.

And what about Adidas' big idea? So far its global Impossible is Nothing TV campaign (180/TBWA) has met with less awards fanfare than one might have expected. We like this campaign but suspect the message got a little lost in the effects. Of those, "Laila" has the best odds from this effort, though last year's "Wake Up Call" seems a better bet to win. Then there's always dark horse "Ball", which eschews Adidas's current celebrity convention (see Top Spots, pg 15).

PSAs will be an interesting category to watch with work ranging from poignant to comedic. American Legacy Foundation's anti-smoking opus "1200" (Crispin Porter + Bogusky) is a sure-fire bet, while NCAS "Filthy Habit" (Network.BBDO) pokes fun at the cool-factor of smoking butts. Also from South Africa the allegorical CANSA "Pairs" (TBWA Hunt Lascaris) should scoop an award, and the affecting "Old Man" for AIDES (TWBA\Paris) is a favorite of ours. And who can forget HHCL London's brilliant "Aliens" for Greenpeace. Whether or not such a long piece is eligible for a Lion may be the question, but for pure genius of concept, writing and execution it deserves kudos.

There's a promising burger war cooking this year between McDonald's (DDB) and Burger King (CP+B), both taking massive departures from their happy-go-lucky predecessors. Will the strange fetish humor of Burger King's Subservient Chicken tickle feathers or will the McDonald's global mood pieces - though sometimes uneven - garner gold? Truth be told, we really love Dairy Queen's hysterical "Napkin" (Grey NY).

Beer ads were a bit light this year - literally and figuratively - as we were hit with a tidal wave of no-carb brand positioning. Miller Lite "Dominoes" (Y&R Chicago) - a thankful departure from the painful Cat Fight work - is sure to impress, as is Carling "The Big Match" (Leith London). Bud Light turned out more of its Institute work (Downtown Partners), but it doesn't pack the same punch as the brilliant "History" and "Greeting Cards". In Canada, Keith's "Spilly Talker" (Downtown Partners) may tickle a few ribs, and Heineken turned out several decent spots. But all in all, beer lacked its bubble.

In cars look for BMW's kaleidoscopic "Crossroads" and gentile "Feet" (*S,C,P,F... Barcelona), VW's feel-good hugfest "Welcome" (DDB Amsterdam), Hummer's soap box derby "The Big Race" (Modernista!), and VW's iPod-meets-Beetle mating call "Pods Unite". Peugeot "Toys" (BETC Euro RSCG), an under-the-wire entry, is a Boards favorite with its whimsical world of toy cars.

Coke was busy this year with its understated Real campaign (Berlin Cameron Partners / Mother), which may win as a body of work, though on their own there is no one spot that seems to jump out. For Evian, however, BETC Euro RSCG Paris created an infectious and charming spot with "Waterboy" that we hope gains some interest. Another good bet is Robinson's flowy and ethereal "Boogie" (BBH London).

Telecoms we expect to do well are Orange's performance-based star power spots and Xelibri's fantasy otherworlds (both Mother London), Oskar's "Speak Your Mind" (Kasper) and O2 "Bass" (VCCP) are also worth a look.

Other ads to wager a drink on include group AGF's humorous "Court Reporter" and "Surveyor" (TBWA); the Dogme-esqe "Businessman" for the Vancouver International Film Festival (TBWA\Vancouver); the sultry and charming "Getting Dressed" for Lynx (BBH London); the cheeky "Pussy" for fem hy product Cottons (Young and Rubicam Mattingly Melbourne Australia); Polaroid's infectious and universal Instant Laughter (Euro RSCG MVBMS New York); South African network DSTV's quick flipping "Arranged Marriage" (Oglivy & Mather RSTM Johannesburg); MasterCard's "Lost Dog" epic (McCann Erickson New York); and Ikea "Pony", though we don't expect a Grand Prix for this CP+B effort. And Sega/ESPN's Beta 7 guerrilla effort from W+K and Trojan's Sex Olympics work have a good go at the newly created Titanium Award.

Saving the best for last, now on to the Grand Prix. As mentioned at the outset, Honda "Everyday" has an excellent chance at the big show. It's shot and edited in such a way that it grabs and draws you in. Besides, we guess this to be the bridesmaid's year to step to the altar after "Cog" was shunned Grand Prix accolades last year. The other one to keep your eye on is PS2 "Mountain" (TBWA London). This D&AD show stopper has all the hallmarks of a top winner: it's epic, it's Budgen, it's got production values to keep a masterclass busy, and it's got a wonderfully diametrically opposed soundtrack. The only thing that will stand in its way is whether or not the Cannes judges connect the rather loose and slightly confusing concept with the visual mastery.