How UK creatives lampooned Donald Trump in the 2019 Chip Shop Awards

By Emma Mulcahy | Staff writer


advertising article

June 3, 2019 | 6 min read

As the US president lands in the UK, The Drum delves into all the Donald Trump parody ads entered into The Chip Shop Awards this year.

The Chip Shop Awards is the renegade advertising awards show that famously has no rules and no limits. With creatives able to tackle any topical subject matter they wish, Donald Trump has been consistent in their sights.

Chip Shop Trump

Donald Trump

Due to his inflammatory tweets and bombastic statements, the US president and reality tv star is a staple of the media. He is also, as these parody ads demonstrate, becoming something of a creative muse.

Like Trump, the Chip Shop Awards will be in both the UK and US this year. The UK ceremony takes place in London on 6 June (though there's no word yet as to whether Mr Trump has accepted our invitation) and the first ever Chip Shop Awards to take place in the US is now open for entries ahead of its inaugural Stateside ceremony in September.

Here are all the Donald Trump ads from this year's Chip Shop Awards including the categories and the brands who they've been designed for (though not endorsed by, we should state). The easily offended should look away now.

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Best use of bad taste

Senokot: Trump laxative

This ad for Senokot from freelance art director Paul Shinnors is certainly attention-grabbing, if somewhat sickening. It features a de-toupéed Donald soaking in a bath of his own excrement and surrounded by personal memorabilia including a framed Kanye-as-Donald image, a photograph of the president with Kim Jong-un and Putin as well as a globe shaped candle- set alight. It is captioned with the strapline: ‘Fast relief for when you’re painfully full of shit.’

Ad most likely to start World War III

Imodium: 'Shut any asshole up'

Clearly, toilet humor was very much de rigueur this year, as shown by this similar spot for Imodium by Stein IAS. Notorious for his verbal diarrhea, creatives superimposed an anus in place of the president’s mouth, in the hopes that Imodium could perhaps provide an antidote to the problem. With the strapline ‘Shut any asshole up’, the unflattering piece could set Trump off in yet another of his toddler tantrums.

Best fake news

Warburtons: Grill Trump

As the term that is most enthusiastically thrown around by the president, it’s only fitting that a nominee for this category pays homage to Donald Trump. Silly but hardly offensive, the spot converts Trump’s head into a Warburtons toasted crumpet in a move to encourage Brits to “grill” the American President.

Best Ad which really should run (that hasn’t)

Yorkshire Dry Stone Walling Guild: 'Mr Trump, Call us'

Trump’s (2016?) pledge to build a wall between the US and Mexico is a statement that has served as a springboard for several well-publicized brand activations. In a similar turn, Momentum Worldwide created this ad for Yorkshire Dry Stone Walling Guild to promote their services to the US president. Politically relevant and tapping into a huge talking point, it’s a fun piece of creative.

Best Press

Virgin Atlantic: 'America's never been so cheap'

‘America’s never been so cheap’, a tagline that says it all: Virgin Atlantic are having a sale and the White House has recently seen a dramatic difference in Presidential families. The ad features a photo of a younger Donald Trump and his wife Melania, in a gilded, baroque-style room. She poses seductively on the grand piano while he looks sternly into the camera. The phrase money can’t buy class springs to mind.

Another contender in this category, we saw The Hideout design an ad for Google Translate which offers alternative interpretations of quotes from political leaders. Featuring Trump's now infamous "Grab 'em by the pussy" quote, the ad suggests that the President actually meant to say that, "A woman's cat is the way to her heart". The Google Translate bar also offers interpretations of quotes from Jeremy Corbyn and Theresa May.

Google: 'We can translate anything. Well, almost'

The Chip Shop Awards will take place on June 6 at the Ministry of Sound, London. Tickets can be bought now for the awards show. Come along and check out who's creating the best in unadulatered, original content.


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