Winning at The One Show Makes You Famous Famous, Not Just Advertising Famous

J. Walter Thompson's tongue-in-cheek call for entries

Headshot of Tim Nudd

Step aside, Ryan Gosling and Beyoncé. Hordes of adoring fans have moved on to bigger and brighter celebrities—like Gerry Graf and Leslie Sims.

Those advertising-famous folks are breaking through into mainstream fame—at least in the subway, it would seem—judging by a comical new call-for-entries video for The One Show by J. Walter Thompson.

You see, a One Show Pencil is a springboard to US Weekly-style celebrity, or at least notoriety. Before long, ordinary people are lugging around cardboard cutouts of you, or literally preaching your gospel.

Check out the video here:

This mildly self-loathing approach is fairly typical of ad industry parodies. And you’ll notice that none of the famous-famous subjects actually appear in the flesh in the video. They must be above it all at this point.

“JWT’s campaign is a tongue-in-cheek take on fame and how The One Show can make it possible,” says Kevin Swanepoel, CEO of The One Club for Creativity. “At the same time, entering work also helps the industry overall because The One Club is a global nonprofit organization that uses awards revenue to give back to the industry through nearly two dozen education, professional development, gender equality and inclusion and diversity programs for creatives around the world at all levels.”

“There’s a lot of tension in the world right now, so we wanted to create something that makes people smile,” says Aaron Padin, head of art and design at J. Walter Thompson New York. “We took a hyperbolic look at what it means to win at The One Show to poke a little fun at ourselves.”

One Show entries can be submitted at The third-quarter deadline is Nov. 30, and the final deadline is Jan. 31. Judging will take place in March, and finalists revealed in April. The winners will be announced and celebrated at The One Show galas on May 9 and 11, 2018, as part of Creative Week in New York.

Client: The One Show for Creativity, for The One Show 2018
Client Team: Kevin Swanepoel, Yash Egami, Gabriela Mirensky
Agency: J. Walter Thompson New York
Executive Creative Director: Aaron Padin
Creative Directors: Jess Toye, Daniel Del Toro
Senior Designer: Emely Perez
Junior Designers: Dajun Yoo, Michelle Unger
Art Directors: Taejun Park, Tadhg Ennis
Copywriters: Christopher Phillips, Greg Bruce
Chief Creative Officer, New York: Brent Choi
Head of Production: Anthony Nelson
Producer: Jourdan Valdes
Senior Business Manager: Emily Nargi
Director of Music: Paul Greco
Director: Tom Mishra
Editorial: Bandit
Executive Producer: Laura Relovsky
Editor: John Piccolo
Asst. Editor: Steve Ortega
Senior Post Producer: Valerie Iorio
Audio Post: Mr. Bronx
Audio Mixer: Geoff Strausser
Animation: Sibling Rivalry Studio Creative Director/Founder: Joe Wright
Executive Producer/Founder: Maggie Meade
Post Producer: Jojo Mu
Animators: Matt Caldamone, Kasey Regan
Director: Joe Wright
Executive Producer: Maggie Meade
Head of Production: Joanna Fillie
Senior Producer: JoJo Mu
Music House: KBV Records

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: November 16, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT