I reckon this year's Cannes will showcase the best work our industry has ever produced.
Buoys that detect sharks, children's books that are also eye tests, radio stations for dogs... the sheer creativity is staggering.
But so is the irrelevance.
This article by Havas strategy dude Tom Goodwin, published in The Guardian a couple of weeks ago, gained wide attention. Its title: 'What if Cannes Lions celebrates the worst, not the best of advertising?'
Goodwin's argument is that much of the work at Cannes isn't solving real business problems, and isn't being seen.
It's a tough, tough bind. Last week I was searching for an old commercial, and found it as part of an ad break that someone had recorded from about 1997. The production values were miles ahead of what we have today. And while the work was arguably nothing more than a succession of high-quality pub gags, it was entertaining stuff.
But the point is that this work was being widely seen. (TV audiences were huge). And it was solving real business problems. (Admittedly, business was a lot simpler then. A category disruption meant someone adding alcohol to lemonade, not developing an app that eliminated an entire industry).
I'm not too worried about Cannes. The festival is well organised, it's a lot of fun, and is doing a great job of its core mission - to celebrate and inspire creativity. (Although it's not a good sign that people are taking the piss out of it - witness this Grand Prix Generator thing).
But I am worried about our industry.
We need to ensure our creativity is as relevant and as widely-seen as our clients need it to be, or I fear we may one day look back on Cannes as little more than a highly public suicide note.