Humorous Campaign for The One Show 2022 Call for Entries Spoofs Medical Dramas

By Kyle O'Brien 

David Miami has released a second film promoting The One Show’s call for entries for 2022.  “Medicine Avenue,” a digital film campaign, spoofs TV medical dramas and the ad industry.

Playing off the style of episodic TV promos—complete with scenes of frenzied operating rooms, emotional interactions between doctors, moody music and cliffhangers—the campaign pokes fun at the creative process by replacing medical terminology with dubbed dialogue of ad jargon commonly heard in agencies.

The latest spot, “Urgent,” equates working on a client brief with an emergency patient operation, complete with overly dramatic staff interactions and doctor’s suggestions of a different typeface.


The campaign launched in September with “Ambulance,” showing how a campaign idea is brought into the emergency room and kept on life support. Each spot features the tagline “The 2022 One Show. It’s worth all the drama.”

“Advertising doesn’t save lives, they say. Yet people in our industry tend to take their jobs a little too seriously—especially when it comes to awards,” Rafael Donato, CCO, David Miami, said in a statement. “So for this year’s One Show campaign, we created an actual drama series, ‘Medicine Avenue,’ which spoofs all the drama we create for ourselves in our day-to-day. It’s a little self-deprecation we hope everyone will identify with, and we sincerely appreciate The One Show for letting us poke fun at ourselves like this.”

Entries can be submitted now, with fees increasing after each deadline period. The regular deadline is December 31, with an extended deadline of February 4, 2022, and final deadline March 4, 2022.

The One Show 2022 juries will be announced soon, according to The One Show, and judging will be conducted online, with no physical entries being accepted this year. All entry media must be uploaded into the online entry system.