This might be the first awards deadline you give more than glancing attention. Sherina Florence, ECD and AI futurist who is a member of this year’s first-ever One Show Creative Use of AI jury, created an album of hip-hop tracks made up entirely of famous ad taglines and a pair of videos to promote the global award show’s final deadline of February 28, 2025.
The project brief was to use AI to create a LinkedIn reminder that promotes The One Show final deadline and the first-of-its-kind AI awards category.
Florence, who also heads The One Club’s ONE School UK free portfolio program for Black creatives and sits on the club’s International Board of Directors, decided to create a full 13-track album, Dead Lines, under the name, Pencil Pusher.
The title-track teaser video focuses on the show’s final deadline, while the two-minute, Rising Ambition, video celebrates both Black culture and The One Show legacy by featuring a cavalcade of winning ads through the years.
Each track release moves the album closer to the Spotify release on the entry deadline date of February 28. A preview of the full album can be heard on HyperFollow, and will be available on Spotify, Apple Music and iTunes.
“I thought I’d channel my creativity into something for the culture,” Florence stated. “I asked myself, what better way to approach assignments during outlawed diversity than by remixing advertising itself—taking taglines we all know and love, and turning them into anthems with AI tools. It became a celebration of both culture and craft.”
The work also shows the power in being able to go from creative spark of idea to fully actualised campaign in a short time. “This demonstrates the accelerating power of AI for all stages of creative development. I’m honoured to participate in the first AI award jury, and truly grateful to The One Club for Creativity.”
Entries to The One Show 2025 can be submitted now, with the deadline of February 28, 2025. Finalists will be announced in April 2025, with Gold, Silver and Bronze Pencil and Merit winners announced during Creative Week 2025, taking place May 12-16 in New York.
Agencies, brands, production companies and individuals responsible for winning work are included in The One Show Creative Rankings, as well as The One Club’s Global Creative Rankings, which combine points for winning work in The One Show, ADC Annual Awards, Type Directors Club TDC competition, Art Directors Club of Europe (ADCE) Awards, and ONE Asia Creative Awards. Winners are ranked globally, regionally and by country.
Here is the ideas statement:
“In a world where Black History Month and DEI initiatives are being erased, creativity becomes resistance. DEAD LINES is a first-of-its-kind album that transforms advertising’s most awarded taglines into music—a bold reimagining of brand language as cultural expression. This project celebrates the undeniable impact Blackness has on branding and creativity, turning nostalgia into anthems that HR never saw coming.
“With 13 tracks, 12 mastered songs, and 9 category-specific songs—spanning automotive, breakfast cereals, baby products, healthcare, and more.
“DEAD LINES is more than an album; it’s a statement. Every track, drops strategically in social media from 24 hours to a week before the One Show deadline, builds anticipation for the album release on February 28.
“Timed alongside the 2025 Super Bowl moment with Kendrick, where Black culture once again shaped the conversation, and the rise of AI-driven creativity, DEAD LINES serves as not only a complete masterclass on the history of taglines, it underscores the credibility and influence Blackness brings to brands. And with The One Show launching its first-ever AI Awards Category, we’re proving that the future of advertising doesn’t just honor Black culture—it’s built on it.
“Every track serves as both a tribute and a challenge—a testament to the fact that advertising isn’t just about selling, it’s about storytelling. Nostalgia, creativity, and tech converge in this album to redefine how brands engage with culture, and how culture takes ownership of brand language. AI was the tool, but Black excellence was the driver.”
