The Drum Awards for Marketing - Extended Deadline

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By Rebecca Stewart, Trends Editor

October 2, 2016 | 2 min read

The Drum's content marketing agency The Drum Works and global marketing agency Stein IAS have won the Film of the Year award for their Cliché Killers series at the UK Agency Awards 2016.

Based on Stein IAS' book, 101 Clichés, the series features a cast of ad industry leaders discussing the virtues, or embarrassment, of advertising clichés used in B2B advertising.

Launched at the start of summer 2016, the show fearlessly attacks the tired imagery used by big and small brands – from stock shot handshakes to signify profitable deals, to stopwatches, smashed piggy banks, tape measures and beyond.

Commenting on the win, Reuben Webb's, creative director EMEA at Stein IAS said: "We had so much fun making this film I almost feel guilty to win such a great award for it, but the director Dave Birss really knows how to tread the line between a credible documentary and comedy show, which I think is what gives this work its appeal."

He continued: "We’re very proud to win at the UK Agency Awards among some of the old guard and hot-shot creative newbies. Every agency makes films these days, all the big shops have an in-house video department, but promotion that doesn’t feel like promotion isn’t easy even for the very best. You have to have to be genuine in what you’re doing and I think that’s the charm of the film we’ve made with The Drum."

The 12-part series is available to view in full here.

The Drum Studios Stein IAS Cliché Killers

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