10 Chip Shop Awards ads that could have run for brands including Heinz, Ikea and Durex

The Chip Shop Awards is the infamous advertising award scheme which celebrates creativity with no limits. It rewards the work that would run in a world where clients were that bit braver and agencies didn't have to worry about such trivial matters as taste and decency.

Because agencies can enter whatever they like into the Chip Shops – even work that doesn't have a hope in hell of getting client approval – the event is often associated with near the knuckle humour – but it's not only about bad taste.

Every year work is entered that is so good it really could have run in the real world. In fact, some ads are so convincing they have hoodwinked the public into thinking they are genuine.

As the submissions start flooding in for the 2014 Chip Shop Awards, which is open for entries until 14 March, we thought we would offer up some inspiration to this year's competitors by celebrating 10 Chip Shop ads through the years that really could – and perhaps should – have seen the light of day.

Heinz – Murder

Entrant: Leo BurnettYear entered: 2007

New York Public Library – The Underground Library

The Underground Library from Keri Tan on Vimeo.

Entrant: Miami Ad SchoolYear entered: 2013

Save the Children – Feed Me

Entrant: RPMYear entered: 2013

Ikea – Free Snowman

Entrant: Steve Lownes (freelance)Year entered: 2012

Topshop/Oxfam – A Bag for Lives

Entrants: Stacey & Sareka – ChemistryYear entered: 2011

Superman – Up, Up & Away

Entrant: Pixel8Year entered: 2013

Microsoft – Problem Solvers Wanted

Entrant: Creative SparkYear entered: 2009

Warburtons – Toastie Loaf

Entrant: Aaron ShawYear entered: 2012

Polycell – Stunt at Tate Modern

Entrant: Max Burgoyne & James BeswickYear entered: 2008

Durex Performa – Usain Bolt

Entrant: DMSThis ad was actually entered for the Chip Shops' sister competition for London 2012, The Fauxlympics. It was so believable that it fooled Adweek.For more Chip Shop inspiration, be sure to visit thedrum.com on Friday when we'll be revealing the Chip Shop Awards' first ad of the month from all the work entered so far.