To support the call for entries for The One Show 2020, DAVID Miami rolls out “Medicine Avenue,” a campaign that is a take-off on episode previews for TV medical dramas. The campaign launches with “Ambulance,” the first of three films, the balance of which will be released in the coming months.
Playing off the style of TV episode previews, complete with scenes of frenzied operating rooms, emotional interactions between doctors, moody music and cliffhangers, the film campaign pokes fun at the creative process by replacing medical terminology with dubbed dialogue of ad jargon commonly heard in agencies around the world.
Each spot carries the tagline “The 2022 One Show. It’s worth all the 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, CCO, DAVID Miami. “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 Show for letting us poke fun at ourselves like this.”
Santi Elias via production house Primo directed “Ambulance.”
