Best Use of a Clio Award

Legendary creative Chuck McBride has been talking about leaving the big agency life and starting his own superstar firm.

The short film is shot from the perspective of a visitor to the office who walks though the agency’s front door and finds no one at the reception desk. Making its way through the building, the camera shows splatters of blood and bodies on the floor and over desks. The camera walks up to a desk where a man resembling Mr. McBride is sitting at a computer in blood-stained clothing, holding what appears to be a blood-filled chalice (but is, in fact, an upside-down Clio). As he exhales from a cigarette, the Fifth Dimension’s “Up, Up and Away” swells to the words “up, up and away in my beautiful balloon” and the actor says, “Relax. Everything’s going to be OK.

But why the Clio is depicted as a murder weapon? Are awards so dangerous? I bet they can be. Especially those that kill creativity. And I think that most of them (ad awards) are similar in nature to Oscar’s – overhyped celebration of well executed mediocrity. Anyway, that’s how I see it. The clip is brilliant and thought provoking.


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