'Awards Gone Wild' pokes fun at adland's awards obsession

Zulu Alpha Kilo's spot shows what it would look like if other professions were desperate to win.

Awards season is a monumental time for ad agencies, who want their work to rack up accolades. 

But sometimes the industry can get a little too caught up in winning. In "Awards Gone Wild," created by Zulu Alpha Kilo, other professions also get swept up in awards season — and they’ll do anything to win. 

A lifeguard asks people on the beach if he can pretend to save their lives for an award; a doctor wants to perform triple bypass on a healthy patient to win Heart Surgeon of the Year and two little girls ask people at their bake sale to hold empty cookie boxes for their case study video.


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