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Agencies The Drum Chip Shop Awards Ad of the Day

How to bag yourself a Chip Shop Award: Judge Adam Fish, Iris creative director, chimes in


By John McCarthy, Opinion Editor

March 7, 2016 | 4 min read

The Chip Shop Awards are back for another year to recognise the most out-there, cheeky and creative ads the rogues of the advertising world can muster. And as the 1 April deadline for entries approaches, we will be bringing you some insider advice on what it takes to win a coveted Chip.


The Drum has tapped the minds of our judges, creative directors from Mr. President, Innocent Drinks, Edelman, Sunshine, Arc London and One Minute Briefs, to find out about their most outrageous advertising experiences and get to the bottom of what makes the perfect Chip Shop ad.

Up first, we delve into the mind of 2016 judge and Iris creative director Adam Fish.

The Drum: How can Chip Shop entrants make sure their work gets your attention and doesn't get relegated to the bottom drawer forever?

AF: We bend or break the rules to create powerful advertising. But what if there are no rules? Oh the pressure. Unruly digital kids make amazing stuff every day. So, if it gives everyone an itchy Twitter finger, it's a winner.

TD: What do you think the Chip Shop Awards bring to the industry?

AF: Remove the big budget. Take out the shit hot director. Cancel the media buy. Unfriend your friends on the jury. And it's just you and your idea. Your art. This is the purest most uninhibited test of advertising legendary-ness in the universe.

TD: What's the best idea for an ad you've ever had that never ran?

AF: Hawaiian ski wear for Malibu in the Alps. Was really piste off about that one. It's actually still in my wardrobe. Only a matter of time before I get a call from another tropically minded brand that fancies breaking into the ski scene.

TD: What’s the most daring pitch you've been involved in - or heard about?

AF: Sony. Because caucasians are just too damn tall (viewable below).

TD: Where is the line between being provocative and going too far in advertising?

AF: If I tell you where I think it is, I'll be crossing that line.

TD: Is advertising more or less outrageous than it used to be?

AF: It's as outrageous as you want it to be. That's a good thing. You can tell when people in advertising aren't enjoying their work, because their work isn't particularly enjoyable.

For some inspiration, check out our Chip Shop Awards Hall Of Fame. Or for more information on how to enter, deadlines and more, visit the Chip Shop Awards website.

Agencies The Drum Chip Shop Awards Ad of the Day

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