The Chip Shop Awards tenth anniversary awards ceremony took place at the Ministry of Sound in London last night, and as ever the show contained the trademark mix of humour, irreverence and, of course, bad taste that has made it so infamous down the years.
But with age comes maturity, and while the Chip Shops isn't ready to shake off the knob gags completely, this year's grand prix winner was the kind of thoughtful piece of marketing that really could be taken up by a client in real life.
Taking home that coveted 'Big Chip' was RPM for an ingenious bin ad that reminds us of the struggles many of the world's impoverished children face as we carelessly discard our leftovers.
On a lighter note, the chairman's award - bestowed upon the approriately named Dafty by Coy! Communications creative director Mark Denton - displayed typical Chip Shop charm in lampooning Sensodyne's approach to troublesome teeth.
But it's not just what the judges think that matters, and the people's choice award was duly given to Stein IAS for its frightening Gangnam Style animal parody starring the agency's team in a variety of terrifying roles.
You can see all of this year's chip-winning work below and the full list of winners, including those who took the runner-up vinegar bottles, on the Chip Shop Awards website.
Grand Prix aka The Big Chip
And chip winner in best ad applied to an unusual mediumCompany: RPMBrand: Save the ChildrenTitle: Feed MeCredits: Fiona Maher/Copywriter
Chairman's award
Company: DaftyBrand: SensodyneTitle: Sensitive Tooth ManCredits: Written and Directed by DAFTYProduced by Chief Productions
Best use of plagiarism
Company: Rojan Munthe and Jayshree Viswanathan - School of Communication ArtsBrand: M&STitle: Lemon
Company: Tom Fenwick-Smith and Rebecca Arthur - School of Communication ArtsBrand: SennheiserTitle: Silence
Best use of shocking copy
And chip winner in best charity advertCompany: gyro ManchesterBrand: NSPCCTitle: Now, then. Now, then.Credits: Angus Prior/Adam McGowan/Peter Davis/Arron Tierney/Dan OKeeffe
Best politically incorrect
Company: Sam Bone + Chris JefferysBrand: Costa CoffeeTitle: Two shots in Chinatown
Best use of bad taste
Company: Big CommunicationsBrand: DairyleaTitle: Cheesy nobCredit: Vijay Ram
Best work for any brand you haven't a hope in winning
Company: DaftyBrand: SensodyneTitle: Sensitive Tooth ManCredits: Written and Directed by DAFTYProduced by Chief Productions
Best work for a brand you have but haven't a hope in running
Company: 76 LtdBrand: NokiaTitle: Tonka Spoof
Best remake of an existing advert
Company: Stein IASBrand: ChanelTitle: The Inevitable EntryCredits: Alex Webb, David Croucher, Russell Suthers and Catherine Barnes
Company: Big CommunicationsBrand: LegoTitle: NolegoCredit: Vijay Ram
Company: Big CommunicationsBrand: Club 18-30Title: Slagbags
Best advert applied to a mobile medium
Company: Pixel8 LtdBrand: The Comedy StoreTitle: No Laughing MatterCredits: Jon Massey / Ryan Brown
Best ambient media
Company: Pixel8 LtdBrand: SupermanTitle: Up, Up & AwayCredits: Jon Massey / Ryan Brown
Company: Big CommunicationsTitle: Don't do rugsCredits: Tom Heywood and Vijay Ram
Best use of a shop window postcard space
Company: Jack Willoughby and Tom Bender -School of Communication ArtsTitle: Magic Lessons
Company: Ran Stallard and Andrea Lutken - School of Communication Arts Title: Paper shredder for sale
Company: Jack Willoughby and Tom Bender - School of Communication ArtsBrand: Brixton Family PlanningTitle: The Pill
Best consumer ad or campaign
Company: Jolyon White and Richard BiggsBrand: InterfloraTitle: Say sorry from a safe distance
Company: Material_WorksBrand: AldiTitle: 2 out of 10 catsCredits: Lynn McBean - creative director
Best press advert
Company: RappBrand: GarnierTitle: Extreme BeautyCredits: Tori Fannon, art director; Mark Teece, copywriter; Mike Murray, retoucher
And winner of the 'flog a dead horse' awardCompany: ChosenBrand: TescoTitle: Each WayCredit: Rob Johnson, Paul Martin, Eleri Usher
Best public awareness advert
Company: The PartnersBrand: Think! Road Safety. Department of TransportTitle: Leave it at Home This ChristmasCredit: Leon Bahrani, designer
Best charity advert
Company: ProferoBrand: GOSHTitle: Last WillCredit: Luke Till
Best online advert
Company: 1000headsBrand: DurexTitle: Last Longer
Best viral
Company: POSSIBLEBrand: n/aTitle: Clear winnerCredits: Dan Roberts, associate art director and Jason Shoffman, designer
Company: CoolpinkBrand: PapalTitle: Papal - Pay for your sins
Company: David Williams - FreelanceBrand: Alzheimer'sTitle: Pointless Memory
Best packaging design or point of sale
Brand: BraleTitle: The ale that gets you blind drunkCredits: Designers: Keely Jackman & Jamie Saunderson, Visualising: Joel Pearce, Supported by: Ads, Nile Hope, Wendy Pearce, Jamie Campbell and the rest
Best corporate identity
Company: SizeBrand: Three Blind Mice OpticiansTitle: Opticians Identity
Company: Big CommunicationsBrand: Jimmie's SaveloyTitle: Saveloy
Best self promotion
Company: Nayth&JimmyTitle: The mother of all recommendationsCredit: James Nguyen - Art Director and Nathan Davoli – Copywriter
Use of regional dialect
Company: Big CommunicationsBrand: WalesTitle: Bang TidyCredit: Tom Heywood