The One Show rolls out final spot in its witty 'Medicine Avenue' campaign
Posted on 2022 Jan,10

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DAVID Miami continues the spoof of TV medical dramas with the final spot in its witty “Medicine Avenue” digital film campaign to promote The One Show 2022 call for entries.

Playing off the style of TV episode previews, complete with scenes of frenzied operating rooms, emotional interactions between doctors, moody music and cliffhangers, the campaign pokes fun at the creative process by replacing medical terminology with dubbed dialogue of ad jargon commonly heard in agencies around the world. 

The new spot, titled “Surgery”, humorously equates advertising’s creative and production processes with TV emergency room action, complete with overly dramatic doctor and staff interactions.

"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 at the time of the launch.  “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 Club for letting us poke fun at ourselves like this."

The campaign kicked off last fall with “Ambulance” and “Urgent”.  Each spot carries the tagline “The 2022 One Show. It's Worth All the Drama."



Entries to The One Show can be submitted now, with fees increasing after each deadline period. The third entry deadline is February 4, 2022, and final deadline March 4, 2022.

Entries will be judged by a jury of nearly 400 top creatives from 48 countries. Judging will be conducted online, no physical entries will be accepted this year.  All entry media must be uploaded into the online entry system.

Judging will start in March 2022, with finalists announced in May. The One Show 2022 Gold, Silver and Bronze Pencil winners will be announced during Creative Week in May 2022. 




Client: The One Club for Creativity for The One Show 2022

Campaign: “Medicine Avenue”

Agency: DAVID Miami

Global CCO & Partner: Pancho Cassis

Global COO: Sylvia Panico

Managing Director: Ricardo Honegger

CCO: 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



Director: Santi Elias

Executive Producer: Caro Cordini 

Producer: Gala Gonzalez Costes

Head of Production Gabriel Ferrari 

Production Service Uruguay: Metanoia

DOP: 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


AUDIO, MUSIC & VO: Pickle Music

Music & Music Publisher: Pickle Music 

Sound Design, VO & Mix: Pickle Music

Music Creative Director: Alexis Estiz

Composer: Alexis Estiz, Sebastian Fucci, Dario Calequi,

Producer: Lupita Alvarez