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Campaign Spotlight: “Surgery” by DAVID continues humorous campaign for The One Show 2022 call for entries

NEW YORK, USA — DAVID Miami continues the spoof of TV medical dramas with the final spot in its witty “Medicine Avenue” digital film campaign to promote The One Show 2022 call for entries.

Playing off the style of TV episode previews, 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 around the world.


The new spot, titled “Surgery”, humorously equates advertising’s creative and production processes with TV emergency room action, complete with overly dramatic doctor and staff interactions.

“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,” said Rafael Donato, CCO, DAVID Miami at the time of the launch. “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 Club for letting us poke fun at ourselves like this.”

The campaign kicked off last fall with “Ambulance” and “Urgent”. Each spot carries the tagline “The 2022 One Show. It’s Worth All the Drama.”

Entries to The One Show can be submitted now, with fees increasing after each deadline period. The third entry deadline is February 4, 2022, and final deadline March 4, 2022.

Entries will be judged by a jury of nearly 400 top creatives from 48 countries. Judging will be conducted online, no physical entries will be accepted this year. All entry media must be uploaded into the online entry system.

Judging will start in March 2022, with finalists announced in May. The One Show 2022 Gold, Silver, and Bronze Pencil winners will be announced during Creative Week in May 2022.

Agencies, brands, production companies, and individuals responsible for winning work each year are highlighted in The One Show Global Rankings, the ad industry’s most respected global measure of creative success. Winners are ranked globally, regionally, and by country.

As a nonprofit organization, The One Club for Creativity puts revenue generated from The One Show entry fees back into the industry to fund programming under the nonprofit organization’s four pillars: Education, Inclusion & Diversity, Gender Equality, and Creative Development.


Client: The One Club for Creativity for The One Show 2022
Campaign: “Medicine Avenue”

Agency: DAVID Miami
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Managing Director: Ricardo Honegger
CCO: Rafael Donato
Associate Creative Director: Sergio Takahata
Associate Creative Director: Nellie Santee
Senior Art Director: João Viégas
Senior Copywriter: Vanessa de Beaumont
Head of Account: Luiza Prata Carvalho
Group Account Director: Mariana D’Aprile
Management Supervisor: George Quiroz
Senior Account Executive: Margarita Peña
Executive Producer: Brenda Morrison Fell
Senior Producer: Esteffania Najera
Associate Producer: Margarita Castro
Director of Business Affairs: Barbara Karalis
Business Affairs Manager: Elizabeth Torriente

Director: Santi Elias
Executive Producer: Caro Cordini
Producer: Gala Gonzalez Costes
Head of Production Gabriel Ferrari
Production Service Uruguay: Metanoia
DOP: German Nocella
AD: German Zecchi
Production Designer: Mariana Rivero
Stylist: Gabriela de Armas
Post Production House: Primo Post
Postproducer: Sebas Lopez
Editor: Paula Baialardo
Color Correction: Dani Carrizo

AUDIO, MUSIC & VO: Pickle Music
Music & Music Publisher: Pickle Music
Sound Design, VO & Mix: Pickle Music
Music Creative Director: Alexis Estiz
Composer: Alexis Estiz, Sebastian Fucci, Dario Calequi,
Producer: Lupita Alvarez

The One Club for Creativity, producer of The One Show, ADC Annual Awards, Type Directors Club Communication Design, and Typeface Design awards, Young Guns and Creative Week, is the world’s foremost non-profit organization whose mission is to support and celebrate the success of the global creative community. The One Show is a top global awards show for advertising, design and digital marketing, focusing on the creativity of ideas and quality of execution. The global ADC Annual Awards honors creative excellence in craft, design, and innovation across all disciplines. Creative Week takes place in May, and is the preeminent festival celebrating the intersection of advertising and the arts.

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