W+K finds a unique and amusing way to call for entries to the 2015 Andy Award in a new campaign featuring a a member of a bomb squad, neurosurgeon and firefighter all discussing a career that takes real courage: advertising. Each of the spots, which were directed by Clay Weiner of Biscuit Filmworks, ends with the tagline, “Where only the bravest get rewarded.”
In “Neurosurgeon” the discussion happens during brain surgery, as the surgeon in question asks, “How do you know when you sell an idea to a client that the idea is actually going to work?” He asks for the scalpel and then continues, “It’s like its one big conceptual umbrella and then what do you do with that?” He goes on with his hypothetical scenario, in which the client kills the idea in favor of a brand manifesto with “hard hitting VO,” he sighs. “And then wait ’til AgencySpy gets it,” the surgeon ads. “It’s brutal.”
In the other spots a firefighter marvels at the difficulty of balancing TV, digital and social, and the bomb squad member trembles at the thought of having to “come up with a groundbreaking social media campaign in a week.” Obviously the point of the ads is to point out that advertisers aren’t doing anything as courageous or important as saving lives, knocking down the self-importance of award shows a peg or two in the process. The videos are supported by display and social media ads depicting big name creatives like Gerry Graf, Susan Hoffman, Jeff Benjamin and Dan Wieden being congratulated by firefighters, astronauts, surgeons and the like. Stick around for “Hurt Locker” and “Firefighter” after the jump.