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Agencies The Drum Chip Shop Awards Ad of the Day

'Be funny, provocative, innovate' - Tribal's Victoria Buchanan shares her Chip Shop wisdom


By John McCarthy, Opinion Editor

April 5, 2016 | 3 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.


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.

Victoria Buchanan, Tribal Worldwide creative director, shared her wisdom with The Drum, in the hope of inspiring those final last minute entries.

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

Victoria Buchanan: Be funny, provocative, innovate and just take the risk.

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?

VB: The Chip Shop has allowed anarchy to live on and sheer naughtiness. We all love to be naughty. The naughty kids are also the cool ones! Award shows can be all too serious these days, chill out you’re not Martin Scorsese. Lets have a bit more fun with our jobs.

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

VB: I’ve always wanted to play live giant pacman in London, never found a client.

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

VB: Don’t be offensive, disrespectful, sexist, racist, homophobic or any phobic that isn’t funny. Anything else is fine.

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

VB: I think less outrageous but only because we are more accountable and things are less accepted by society which is a good thing. You can’t be a sex pest, old perv, young beauty lying on sports cars, showing your bum, smoking fags while drinking beer and making some instant coffee in a toupee. But it’s for the best kids.

Last week we teased some of the finest work submitted to us so far. Remember, the deadline has been extended to the 13 April for the more sluggish creatives out there. Get entering.

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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