Our joint Creative Director Tony Davidson (above) just got back from judging the Andys awards in Florence. As they say, it’s a dirty job but…
He writes:
Whilst judging the Andys it became clear to myself and Andy Berlin that these were some categories to avoid. Mike Byrne put them on the Andys weblog, but thought you might find them vaguely amusing. (So I’ve reproduced them here.)
Categories to avoid:
The ‘it¹s a blatant lie’ category.
The ‘gag with the product you don’t remember stuck on the end’ category.
The ‘The Office was a good show on British TV, let’s rip it off badly’ category.
The ‘People playing sports around the city streets with lots of long lens shots’ category.
The ‘Civilization is boring, let’s kill everyone and blow up the buildings’ category.
The ‘This only ran once and I paid for it myself’ category.
The ‘Ad voice at the end that explains what the fuck’s been going on up until here’ category.
The ‘I won the lottery, look what I bought’ category.
The ‘I hate being in advertising and am going to pretend this is a movie’ category.
The ‘It’s a film trailer, no it isn’t, it’s an ad’ category.
The ‘Same ad done the same way three times isn’t a campaign’ category.
The ‘Talking animals’ category.
The ‘Let’s come back to a not very funny joke after the pack shot’ category. (aka: the reach around)
The ‘Continuous piece of dialogue cutting between different people’ category.
The ‘One person in an empty city’ category.
The ‘Someone talking with someone else’s voice dubbed over the top’ category.
The ‘Referencing our own industry’ category.
The ‘Long-winded, over-length and to be honest not worth it when I get to the end’ category.
The ‘I have no idea what this ad is saying’ category.
The ‘Car driving down a winding road looking like every other car category’
The ‘It could be any beer’ category.
The ‘Special effects is the idea’ category.
The ‘Enter it in every category until it wins something’ category.
The ‘It’s real video footage and then something totally unreal happens’ category.
The ‘Best use of people coming together to make a shape’ category.
The ‘Repeating an idea that’s already been done’ category.
The ‘Gratuitous sex for no reason’ category.
The ‘I can see the ending coming immediately’ category.
The ‘Pull back to reveal’ category.
The ‘Short films on websites that have absolutely no relevance to the product’ category.
