The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Social Channel / Multi-Platform
Annual ID
OS_SM21_050M
About the Work
These days a huge number of cable-cutting sports fans resort to shady pirate streaming sites to watch games. It's a crappy experience in just about every way—digging through non-working links on places like Reddit and Twitter, getting spammed, the danger of malware hacks. We came up with a solution to this problem—a real can of Miller Lite with a real working TV antenna built in, so football watching can be fun and easy again. But getting it into the hands of the people who most need it required us to dive into their shady pirate world. That's how we came up with the idea of anonymously flooding Reddit, Twitter and Google with hundreds of links to our own fake illegal streaming sites, where users went thinking they were going to watch a live broadcast of the first NFL Sunday Night game of the season.
A film was hosted in our own illegal streaming sites, appearing to be an actual pirated stream of a live NFL broadcast, starting like all Sunday Night games have for the past 30 years, with a country rock video celebrating the return of football. Most viewers ignore these cliche anthems, but this one is impossible to ignore. The singer begins addressing our felony-committing viewers directly, singing, "Sunday night is back... but not for you!" As his lecturing continues, we begin to follow the unsuspecting football fan in the video, who is torn from his stock imagery world into a downward spiral of illegal-streaming-consequences. He loses his friends. His identity is hacked. He gets sent to federal prison. To add insult to injury, his own lawyer (who we met in the ad at the beginning of the video) begins to lecture him, too. "You should've used the Cantenna!" It's too late for him, but not for our viewers.
A film was hosted in our own illegal streaming sites, appearing to be an actual pirated stream of a live NFL broadcast, starting like all Sunday Night games have for the past 30 years, with a country rock video celebrating the return of football. Most viewers ignore these cliche anthems, but this one is impossible to ignore. The singer begins addressing our felony-committing viewers directly, singing, "Sunday night is back... but not for you!" As his lecturing continues, we begin to follow the unsuspecting football fan in the video, who is torn from his stock imagery world into a downward spiral of illegal-streaming-consequences. He loses his friends. His identity is hacked. He gets sent to federal prison. To add insult to injury, his own lawyer (who we met in the ad at the beginning of the video) begins to lecture him, too. "You should've used the Cantenna!" It's too late for him, but not for our viewers.
2021 Awards
Total Points: 3
Merit
Credits
Agency
DDB / Chicago
Alma DDB / Miami
PR / Marketing Agency
ICF Next
Production Company
m ss ng p eces / New York
Smuggler
Music / Sound Production Company
BUTTER Music and Sound / New York
Mr. Bronx Audio Post / New York
Post Production Company
a52 Color
Parliament
Media Distribution Company
Connect
Art Director
Drew Butler
Associate Creative Director
Guiga Cunha
Paul Carpenter
Chief Creative Officer
Ari Weiss
Britt Nolan
Chief Strategy Officer
Eric Zuncic
Copywriter
Katie Samulsen
Creative Director
Alejandro Juli
Nathaniel Lawlor
Executive Creative Director
Ben Wolan
Executive Producer
Matt Blitz
Strategist
Biz Anderson
Strategy Director
Jonathan Palmer
Digital / Social Director
Mike Norgard
Senior Producer
Adam Battista
Account Director
Katelyn Ledford
Account Executive
Gabrielle Gresge
Account Supervisor
Oliver Glenn
Chief Production Officer
Diane Jackson
Director of Music
Alec Stern
Group Account Director
Kiska Howell
Manager of Production Operations
Zoe Grubbe
Production Business Manager
Jillian English
Project Manager
Rachel Dansey
Talent Manager
Chris Quinn
David Greene
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