As part of this year’s 10th anniversary Chip Shop Awards celebrations the esteemed judging panel of this year’s awards - which includes the likes of Marcantonio Plus Hobbs partner Alfredo Marcantonio, Coy! Communications creative director Mark Denton and AMV/BBDO writer/producer Paul Burke - were asked to pick their favourite ever Chip winners from the last 10 years of awards.
All 12 judges favourite ever Chip winners will be revealed in the next issue of The Drum (28 February), but as a special sneak peak to whet your appetite here’s Mr Baglee founder Patrick Baglee and LBi group creative director Abi Ellis’ picks.
"This 60 second TV spot was re-imagined for the Department of Work and Pensions benefit thieves by Savvy Marketing, it was so good that I’ve completely forgotten who the original ad was for. But I clearly remember spending the 60 seconds it took to judge the ad back on 2010 hoping for a twist that was clever, surprising and subtle. And so it proved. Chip of the decade by a country mile."
"The Lothian and Borders Fire Brigade ad from Stephen Drummond and Scott Mitchell is my best ever Chip. Why? Because it doesn’t rely on a visual pun or photo-shop-tastic art direction. Nope. Words and words alone get this message across.
"As a copywriter, I appreciate the craft that went into this ad. What’s not to like about an ad that poses the question “Did you smell like chicken?” and “The afterlife, where’s good?”. To me it’s timeless and the ad is still just as smart and relevant now, as it was then. Which is no mean feat, I mean, look at the 2003 Academy Awards…Chicago waltzed off with the most Oscars. Now that’s bad taste."
The deadline for this year's Chip Shop Awards is Friday 8 March. All entries should be submitted via the Chip Shop Awards website.