The One Show channels medical dramas in its 2022 Call for Entries

David Miami created campaign highlighting the 'drama' of creative process

Published On
Sep 27, 2021

Editor's Pick

The One Show is highlighting the "drama" of the creative process in its 2022 call for entries with a campaign that spoofs popular medical shows.

David Miami created an opening spot that plays on the tropes of the genre (as seen in shows from "ER" and "General Hospital" to "Gray's Anatomy") with dramatic music, scenes set in the operating theater, intense exchanges between doctors in scrubs and portentous cliffhangers. The only difference is, instead of medical jargon, the characters use advertising jargon to describe the various crises—for example, "we can't lose this's the only one that made it through testing" and "we just had to put the idea on life support." 

The campaign is called "Medicine Avenue" (get it?) and will include further films to follow, plus banners, developed in-house by the One Club, that use pop art to illustrate the theme of drama. 

"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, chief creative officer at David Miami, in a statement. “So for this year’s One Show campaign, we created an actual drama series, 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 Show for letting us poke fun at ourselves like this."

One Show entries can be submitted now, with fees increasing after each deadline period. The One Show 2022 winners will be announced during Creative Week in May 2022. 

The One Show print ad


Sep 27, 2021
Agency :
Global CCO & Partner :
Pancho Cassis
Global COO :
Sylvia Panico
Managing Director :
Ricardo Honegger
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
Production House :
Director :
Santi Elias
Executive Producer :
Caro Cordini
Producer :
Gala Gonzalez Costes
Head of Production :
Gabriel Ferrari
Production Service Uruguay :
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
Music & Music Publisher :
Pickle Music
Sound Design VO & Mix :
Pickle Music
Music Creative Director :
Alexis Estiz
Composer :
Alexis Estiz
Composer :
Sebastian Fucci
Composer :
Dario Calequi
Producer :
Lupita Alvarez

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