One of the biggest jokes in the advertising industry is the number of award shows that exist to honour its outputs. So it is quite clever that Minneapolis-based Colle+McVoy, which has worked with Old Navy, Purina, Target, and General Mills, decided to act on this award show insight for the purposes of an April Fool’s prank. The agency created The Tenties Awards and sent stylized invitations to various media outlets. It has its own website and is being trumpeted on social media.
The Tenties purport to represent the very niche category of “table tent advertising”. That is advertising that appears atop tables in restaurants, bars and, our favourite … other award ceremonies. And, as one would expect, from such a fine agency, the copy is damn good fun, “This year, we honor the dreamers. The risk takers. The ones who see something more than just a flat surface; they see opportunity. Those who toiled in obscurity, quietly connecting with millions where they eat, sleep and work. They’ve built business empires. They’ve championed societal changes. No more shall their efforts be ignored, for today we celebrate those who did it on a table.”
Colle+McVoy know that award shows are the industry’s way of guarding its delicate self-esteem. The purpose of the Lions, Effies, Pencils and so many others are to make advertising professionals feel better about the profession while suggesting that the awards themselves accurately capture importance and value. DDB’s Global Chief Creative Officer, Amir Kassaei, puts this into context, “I believe winning awards only proves that you are good at winning awards.”