Seems like more people in this industry go to the Cannes Festival every year.
But I'm not going to Cannes.
It could be because I didn't get invited.
It could be because I don't think we're going to win.
It could be because I'm too busy doing *actual work*.
It could be because I think the whole thing is a money-making machine on which the industry spends €18.5m (that's just the awards entry fees, never mind the exorbitant travel and accommodation costs and the lavish entertaining).
It could be that this sort of extravagance seems inappropriate and even vulgar in the current economic climate.
It could be none of thse things but just that, as a miserable Scots git, I'm more comfortable with a pint of lager on the filthy pavement outside The Golden Heart than with a glass of mind-bendingly overpriced rosé on some baking French terrasse.

Of course, as Jerry Seinfeld eloquently and amusingly explains below, awards are stupid.

But anyway, congratulations in advance to all the winners, respect to (our clients) advertiser of the year Coca-Cola and, if you're going, I hope it's inspiring and productive.

Though I'm staying here, W2O's Cannes correspondent Alex Rogers has packed her suntan lotion and will be reporting from the festival next week.

Here she is, getting herself match-fit for the Cannes experience.