The four Cannes 2015 categories to watch are Creative Effectiveness (entries up 100%), Branded Content & Entertainment (+18%), Film (+8%) and Film Craft (+6%).

Production companies, this is your year to be Cannes contenders.

Curious Film is going to Cannes with 14 contenders – 5 via Harold Einstein, the director in the favourites lists of Goodby Silverstein & Partners, W+K, mcgarrybowen and Barton F. Graf 9000.

Einstein is a curious director, where curious can be written with a big or a little C. Curious Film represents him in Australia, New Zealand and Singapore through a deal with Dummy, the production company Einstein opened at the start of 2014 with his long-time executive producer, Eric Liney.

Einstein likes to think of the commercials he directs as short films. That shows in his work. It also makes his commercials score highly for both “engaging” and “entertaining”. That makes him rather useful to agencies and advertisers. Which explains why so much of his work is on its way to Cannes this year.

Weedol – I’m Weeding Right Now: Directed by Harold Einstein for mcgarrybowen London

A brief for a weed killer comes into the agency. Creatives can be seen heading for the hills. Except that’s not what happened. The agency was mcgarrybowen and its creatives saw an opportunity to do something with wit and charm. Or, in the words of executive creative director, Paul Jordan, “Weedol Pathclear was a dream brief. A weed killer that carries on killing months after spraying. It leaves gardeners free to do whatever they like. And the agency too, pretty much.” And mcgarrybowen knew a director whose calling card has “I triumph with wit and charm,” written (metaphorically) on it.

Value City Furniture – Old Table: Directed by Harold Einstein for Translation

This is Value City Furniture: “Since 1948, we have enjoyed furnishing America’s homes for generations of families. Our stores are family-owned and operated…We have a wide assortment of contemporary, modern, casual, country, traditional and luxurious furniture to choose from at the guaranteed best prices.” Excitement factor, 0 out of 10. People loved or hated Einstein’s ad. Passionately. Excitement factor 10 out of 10.

Got Milk – Champion: Directed by Harold Einstein for Goodby, Silverstein & Partners

The chance to take advice from the future you is a dream encounter. Champion, set in a grocery store, breathed new life into a twenty year old tagline and new sparkle into a fading idea, by wrapping every parent’s desire with Einstein’s flair for humour.

Little Caesars – Hold Music: Directed by Harold Einstein for Barton F. Graf 9000

The voice in your head while you’re on hold is, in fact, sung in the hold music in this ad: “You’re holding for pizza and wasting your life…” The brief was to sell Little Caesars pizza restaurant chain’s hot and ready soft crust pizza. That brief could so easily have become an ad nobody remembered. It didn’t.

American Standard – Splatter: Directed by Harold Einstein for 22squared

Be warned, this is a splatter ad. But the gore is tomato sauce and the squirty sound makes you think of whoopee cushions. The point is that nobody wants to look at splatter. It’s an ad for American Standard VorMax flushing system. Yes, it’s a toilet ad. Toilet humour needs a skilled hand to make it work. 22quared and American Standard got one.