A witty digital film campaign by DAVID
Miami spoofing TV medical dramas marks the kickoff of the call for entries for The One Show 2022
Playing off the style of TV episode previews, complete with scenes of frenzied operating rooms, emotional interactions between doctors, moody music and cliffhangers, the film campaign titled “Medicine Avenue” pokes fun at the creative process by replacing medical terminology with dubbed dialogue of ad jargon commonly heard in agencies around the world.
Each spot carries the tagline “The 2022 One Show. It's worth all the drama."
The campaign launches with “Ambulance
”, one of three films in the campaign. Scenes include a weary doctor who says “We just had to put the idea on life support.” When a colleague encouragingly says “Don’t give up, it might still make it”, he responds “It’s in legal’s hands now.”
"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,” said Rafael Donato
, CCO, 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.