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/CopywriterChairman's award
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: SilenceBest 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 OKeeffeBest politically incorrect
Company: Sam Bone + Chris JefferysBrand: Costa CoffeeTitle: Two shots in ChinatownBest use of bad taste
Company: Big CommunicationsBrand: DairyleaTitle: Cheesy nobCredit: Vijay RamBest work for any brand you haven't a hope in winning
Company: DaftyBrand: SensodyneTitle: Sensitive Tooth ManCredits: Written and Directed by DAFTYProduced by Chief ProductionsBest work for a brand you have but haven't a hope in running
Best remake of an existing advert
Best advert applied to a mobile medium
Company: Pixel8 LtdBrand: The Comedy StoreTitle: No Laughing MatterCredits: Jon Massey / Ryan BrownBest ambient media
Company: Pixel8 LtdBrand: SupermanTitle: Up, Up & AwayCredits: Jon Massey / Ryan Brown Company: Big CommunicationsTitle: Don't do rugsCredits: Tom Heywood and Vijay RamBest 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 PillBest 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 directorBest 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 UsherBest public awareness advert
Company: The PartnersBrand: Think! Road Safety. Department of TransportTitle: Leave it at Home This ChristmasCredit: Leon Bahrani, designerBest charity advert
Company: ProferoBrand: GOSHTitle: Last WillCredit: Luke TillBest online advert
Company: 1000headsBrand: DurexTitle: Last LongerBest viral
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 restBest corporate identity
Company: SizeBrand: Three Blind Mice OpticiansTitle: Opticians Identity Company: Big CommunicationsBrand: Jimmie's SaveloyTitle: SaveloyBest self promotion
Use of regional dialect
Company: Big CommunicationsBrand: WalesTitle: Bang TidyCredit: Tom HeywoodInvent your own category
The Underground Library from Keri Tan on Vimeo.
Category - Student WorkCompany: Keri Tan - Miami Ad SchoolBrand: New York Public LibraryTitle: The Underground Library
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