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.

2022 One Show - Film


Agency SMUGGLER + Uncommon Creative Studio / London

Client ITV


Television & VOD / Long Form - Single

Annual ID


About the Work

BAFTA winning actor Jason Watkins and Kem Cetinay of Love Island square off in a high-low match up of drama versus reality for ITV. Helmed by academy-award winning director Tom Hooper and produced by SMUGGLER, the brilliantly written, conceived and directed spot takes place in actor Jason Watkins’s trailer on the backlot as he runs lines for an upcoming film. He’s joined by reality tv star Kem Cetinay for a glass of wine who marvels at the opulent interior decor. Watkins waxes poetically about the virtues of the dramatic writer and actor by proxy as a way to distract Cetinay and poison his drink. The act is the physical manifestation of “drama’s” attempt to put an end to the formidable foe of “reality tv,” constantly in a tug-of-war for the audience’s attention. Unfortunately, in the back and forth, Watkins literally loses himself in his performance, as Kem performs a switch-a-roo, causing Jason to drink from the poisoned glass. Cetinay, ever-present in the moment, was one step ahead of the ruse and knowingly drinks from the safe glass as he watches Watkins fall to his knees. Cetinay begins to read lines from Watkins’s script who can’t help but give notes as he succumbs to his own poisoned concoction. Hooper treats drama straight and mines the comedy from the over the top situation. He allows the scene to play out patiently and the pitch perfect performances to shine. The rhythm and lyrical quality of the writing is worthy of a prestige drama, and the film is a fitting visual metaphor for the genre battle royale for viewers’ attention.

2022 Awards

Total Points: 3




Uncommon Creative Studio LTD

Production Company



Tom Hooper

Director of Photography

Barry Ackroyd

Executive Producer

Fergus Brown

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