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 - Health & Wellness

Lil Sugar – Master of Disguise

Agency Area 23, An IPG Health Company / New York + HIP HOP PUBLIC HEALTH / New York + Canja Audio Culture / Curitiba + ZOMBIE STUDIOS / Sao Paolo

Client Hip Hop Public Health
BACK TO RESULTS

Annual ID

OS22_HW073M

About the Work

“Lil Sugar - Master of Disguise”, by Darryl, “DMC” MacDaniels, Q Worthy, BJ Gray & agency:

Good morning folks! (clears throat) no no no, Good morning folks!
Yeah, I’m bad and you know it
Ya’ll think ya’ll safe from me?
Tryna live sugar free?
(Sugar high nonsense)

Sneak up in your body, just to get you hooked
I keep changing my name, it gets you to look
So whenever you are hungry, imma be your friend
You keep craving for me to the very end
I give you diabetes from the treats and all the sweeties,
I keep you being greedy, make you think you really need me,
Play a game with your brain, as I’m bringing the pain,
You’re not the same, there’s a change, ‘cause obesity came.

[Hook]
Now wave your hands from side to side
I got 99 names, Master of Disguise
I be creepin’, sneaking in the food around your house.
So, before your next meal better watch your mouth.

Loading up on the soda for the energy,
I search your soup and your cereal are full of me
I’m produced in your juice and granola bars,
It’s the great Maltose – I’m a superstar

[Hook x2]

I’ve been hiding in the shadows,
From the kids and all the babies,
It’s amazing, they go crazy
and the kids will always crave me
In the salad dressing, ice cream, and the muffins too,
You can choose any topping and I’m there for you
Get your burgers and fries from burger land,
I’m the villain that’s hiding in the soda can
Hide-and-seek, peek-a-boo, I made a fool of you,
It’s true, I’m very proud of what I do to you,
I got 99 names and Lil Sugar is just one (Yeah)