Brilliant, David Miami. The One Show’s call for entries this year has to be worthy of an award itself? It’s topical, memorable and understands its target market. Plus, it’s really – and really elegantly – funny.

The digital campaign, Medicine Avenue, parodies TV medical dramas and plays off the style of TV episode previews, complete with scenes of frenzied operating rooms, emotional interactions between doctors, moody music and cliffhangers. It pokes fun at the creative process by replacing medical terminology with dubbed dialogue of ad jargon commonly heard in agencies around the world and each spot culminates in the tagline, The 2022 One Show. It’s worth all the drama.

There are three films in the campaign. The first is Ambulance:

“Advertising doesn’t save lives, they say. Yet people in our industry tend to take their jobs a little too seriously – especially when it comes to awards,” explained Rafael Donato, chief creative officer, David Miami. “So for this year’s One Show campaign, we created an actual drama series, Medicine Avenue, which spoofs all the drama we create for ourselves in our day-to-day. It’s a little self-deprecation we hope everyone will identify with, and we sincerely appreciate The One Show for letting us poke fun at ourselves like this.”

The two other campaign videos will be rolled out in the coming months. Banners developed in-house by The One Club extend the campaign, using pop art imagery to continue the “drama” theme with humorous headlines.

Entries can be submitted now, with fees increasing after each deadline period. Early entry deadline for the greatest savings is October 29, 2021, with the regular deadline December 31, 2021. The extended deadline is February 4, 2022, and final deadline March 4, 2022.

The One Show 2022 juries will be announced shortly. Judging will be conducted online; no physical entries will be accepted this year. All entry media must be uploaded into the online entry system.

Judging will start in March 2022, with finalists announced in May. The One Show 2022 Gold, Silver and Bronze Pencil winners will be announced during Creative Week in May 2022. 

Agencies, brands, production companies and individuals responsible for winning work each year are highlighted in The One Show Global Rankings, the ad industry’s most respected global measure of creative success. Winners are ranked globally, regionally and by country. 

Revenue generated from The One Show entry fees goes back into the industry to fund programming under the non-profit organisation’s four pillars: Education, Inclusion & Diversity, Gender Equality and Creative Development. 

Credits:

Client: The One Club for Creativity for The One Show 2022
Agency: David Miami
Global Chief Creative Officer & Partner: Pancho Cassis
Global Chief Creative Officer: Sylvia Panico
Managing Director: Ricardo Honegger
Chief Creative Officer: Rafael Donato 
Associate Creative Directors: Sergio Takahata & Nellie Santee
Senior Art Director: João Viégas
Senior Copywriter: Vanessa de Beaumont
Head of Account: Luiza Prata Carvalho
Group Account Director: Mariana D’Aprile
Management Supervisor: George Quiroz
Senior Account Executive: Margarita Peña
Executive Producer: Brenda Morrison Fell
Senior Producer: Esteffania Najera
Associate Producer: Margarita Castro
Director of Business Affairs: Barbara Karalis
Business Affairs Manager: Elizabeth Torriente

Production Company: Primo
Director: Santi Elias
Executive Producer: Caro Cordini 
Producer: Gala Gonzalez Costes
Head of Production Gabriel Ferrari 

Production Service Uruguay: Metanoia
DOP: German Nocella
AD: German Zecchi
Production Designer: Mariana Rivero
Stylist: Gabriela de Armas 

Post-Production House: Primo Post
Post-Producer: Sebas Lopez
Editor: Paula Baialardo
Colour Correction: Dani Carrizo

Audio, Music & Voiceover: Pickle Music
Music & Music Publisher: Pickle Music 
Sound Design, Voiceover & Mix: Pickle Music
Music Creative Director: Alexis Estiz
Composers: Alexis Estiz, Sebastian Fucci & Dario Calequi,
Producer: Lupita Alvarez