Please Don’t Fake It ‘Till You Make It

There’s been a long-standing debate going about all these advertising award shows (you know the ones).

Some ad agencies (not naming names) have taken a brand, a client, or a product and made up a fake campaign to submit for an award. A fake TV spot. A fake website.

The owner of the brand or product might not get to use the creative to use once it’s been submitted to the awards shows. In fact, some may not even get the courtesy of a phone call or email informing them what was going down. What’s the point? As far as I understand, these agencies want to win these little plastic trophies in order to woo big, new clients who will actually pay for the creative.

But when fake creative is submitted to win a real award… nobody wins. As illustrated in these print ads for ADFX by agency The Social House, in Dublin, Ireland. A hat tip to Colin and team!

(Click on the image for larger size.)

adfx_selection_final_med_res3_aotwLast year, Sara Connelly’s dog grooming business won a Clio. For a business card she has neither seen nor approved. Her real business card features comic sans and paw-print clipart. It probably wouldn’t have won a Clio.
When an ad is awarded, everyone should win. ADFX // Real campaigns. Real clients.

adfx_selection_final_med_res2_aotw

Last year, Hillary Donohue’s tea shop won a Bronze Lion for a TV commercial. A commercial she never asked for, and has never seen. It ran at 3 in the morning on a rural TV station. She did not see an increase in tea sales.
When an ad is awarded, everyone should win. ADFX // Real campaigns. Real clients.adfx_selection_final_med_res_aotwLast year, Ian McDermott’s Butcher Shop won a Silver Pencil. For a print ad he was never aware of. The ad didn’t have his phone number on it. Only a website. Ian doesn’t even have a website.
When an ad is awarded, everyone should win. ADFX // Real campaigns. Real clients.
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