The former TBWA\Chiat\Day creative announces his departure and the launch of his new shop, an Omnicom-backed start-up called Cutwater, with a viral depicting the bloody massacre of TBWA\Chiat\Day staff.
McBride's magnum opus - which can be viewed at youtube.com/watch?v=IPMvbKXdrAo - follows a member of staff (although it could be a prospective client) as they wander through the agency and stumble across a series of bludgeoned, bloodied corpses. The trail of carnage leads to McBride's office, where he is seen cradling a gore-spattered award.
McBride, who bears an uncanny resemblance to a beardless Chuck Norris, both facially and in the method by which he despatches his victims, then gnomically utters the immortal line: "Relax, everything's going to be OK."
Anyone with a reading of the film is welcome to share their thoughts with Diary.