The 2017 Andy Awards has opened its call for entries with an animated video that spoofs emotive charity PSAs by begging us to "end the senseless killing of ideas."

The film, created by Deutsch New York and animated by South Korea's Superfiction, opens with a scenario in which a creative director is distracted in a presentation by the news that his wife wants a divorce. In his rage he starts battering the precious, cuddly little "ideas" that his team have brought to show him. That's when the heartwarming music kicks in, and we hear the voice of Andys juror and Burger King's SVP of global brand management, Fernando Machado, begging us to think about the thousands of ideas murdered every day. An animated Machado also gets his revenge on the creative director.

It's the first of three films for the Andys that will appear on a similar theme, highlighting how lawyers, focus groups and clients can all kill them (as well as bad-tempered creative chiefs.)

"Experiencing the death of a brave idea is gut wrenching, but we've all been through it. Sadly, some people get used to it," said Pete Favat, 2017 Chairman of the Andy Awards and CCO of Deutsch North America in a statement. "Unfortunately, provocative ideas die in quiet, private places with no one watching. We want to expose the sometimes ridiculous reasons why these ideas die every day and hopefully put a stop to it. Maybe people will use these short films to help stop the insanity and produce braver work."