The 2016 Andy Awards has kicked off its call for entries with an ad of its own poking gentle fun at the industry by recreating some of its most prevalent cliches.
"Do you realize what you're watching? This just maybe the best commercial of the year," says the voiceover, as we watch a mysterious caveman/guru/could-be-anything person sitting in an almost pitch-black landscape painting and chuntering to himself. Our narrator goes on to praise the "incredible" editing and special effects, and, of course, the "unexpected payoff" (all of which are bound to make some creatives wince).
The point of all this is to spur creatives on to enter their own ad for the Andys -- providing, of course, it's better than what they see on screen. Wieden & Kennedy New York created the spot; the final deadline for entries is January 8.