This is how a career ends.
The rings and the campaign are the brainchild of this year's jury chairman Alex Bogusky and his agency, Crispin Porter + Bogusky, who developed print, collateral and even broadcast to promote the show's Nov. 14 entry deadline. Bogusky himself appears in one of two video clips, in which he accidentally cuts his finger off and nearly loses his coveted Andy ring. In a second spot, we see a bum muttering about his past glory. After he dies, an Andy tombstone reveals that we've been watching the last days of creative director Eric Silver, who lent his name to the effort, but does not appear as the bum.
Bogusky confides that the spots were originally cast the other way around, with Silver cutting off his finger and Bogusky dying penniless. "I just think me dead is funnier than Eric dead, and Eric losing a limb is funnier than me losing a limb," he says, "But it worked out fine."