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John Jessup Agencies The Drum Chip Shop Awards

'Make it fucking brilliant!' - John Jessup eggs on Chip Shop Awards entrants

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By John McCarthy, Opinion Editor

March 24, 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.

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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.

John Jessup, the godfather of the Chip Shop Awards, tells us how to snag the top prize in advertising...

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

JJ: Make it fucking brilliant!

TD: What do you think the Chip Shop Awards bring to the industry? Are these awards a dirty joke or the place to stretch your advertising wings?

JJ: The chips is a great place to showcase raw talent and great and daring ideas.

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

JJ: I presented an ad for Kellogg's All-Bran with just a pack and the line 'Shit happens.' and for some reason they wouldn't run it, strange?

TD: Can you tell us about the most daring pitch you've been involved in - or heard about? (You don't need to name names.)

JJ: I did a pitch for Southern Electricity many moons ago where we built a mini high street overnight in a hotel room in Maidenhead. Feeling very tired but smug, I was leaving the room where I saw the rival agency wheeling in a piano and a real, baby elephant to room next to ours, I knew then we'd lost.

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

JJ: In the client’s mind.

TD: Is advertising more or less outrageous than it used to be? And is this a good or bad thing?

JJ: I think there are more daring ideas now, but the quality of production has suffered.

Earlier this week we interviewed Chip Shop judge Laura Jordan Bambach who admitted she is looking for clever, brave ideas.

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.

John Jessup Agencies The Drum Chip Shop Awards

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