With all due respect to the San Diego Addys, the most prestigious advertising awards show is going on as I type. Taking place on the French Riviera, the Cannes Lions International Advertising Festival celebrates the best creative work in all forms of media.

Work in different categories are being awarded throughout the week. Here are a few highlights.

In Poland, car manufacturer Skoda wanted to tout the remote-controlled trunk of one of their cars. Two commercials were run simultaneously on two major TV channels. One with the trunk opened and the other with it closed. Viewers toggled between channels 1 and 2 to open and close the trunk.

In Argentina, beer maker Andes put Teletransporters in bars and clubs to give guys the perfect excuse when calling angry wives and girlfriends.

And from the land of the rising sun, we have this ambient outdoor ad for Supor Non-stick pans. Behind the facade of a pan was a half-pipe where rollerbladers dressed as food skated back and forth, creating the illusion of being tossed.

All of the above work is brilliant. Creative. And, sadly, not from San Diego.

Why is that? Do we not have the talent and desire to do so, or are we content with local award shows? Hopefully it’s a matter of simply stepping up our game. Big time.