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 - Social Media

Apple TV+ Ted Lasso - Toast Me

Agency TBWA\Media Arts Lab / Los Angeles + Apple TV+ / Los Angeles + OMD / Los Angeles

Client Apple


Stunts & Activations

Annual ID


About the Work

After the success of Ted Lasso’s first season on AppleTV+ we were tasked with making the show a part of culture, specifically through Ted’s unique brand of charming positivity. So we took to Twitter to spread some kindness on one of the meanest places on the internet. On June 1st, Say Something Nice Day, Ted sent out a single tweet offering kind words to anyone who asked. Thousands and thousands and thousands of people immediately jumped at the chance to get ‘toasted’ by Ted and a team of writers crafted personal responses in real-time, chock full of Lasso wit and charm. Then, big brands decided to jump in on the fun, asking Ted for a toast. The #toastme campaign trended number 2 on Twitter for the entire day. Without a single ad dollar spent, we earned 300 million impressions with Ted’s unique brand of kindness.

2022 Awards

Total Points: 3




TBWA\Media Arts Lab / Los Angeles

Internal / In-House Agency

Apple TV+ / Los Angeles

Media Distribution Company

OMD / Los Angeles

Art Director

Estelle Carrington


Peter Heath

Creative Director

Colin Snow
Rhodney Viray

Executive Creative Director

Jd Jurentkfuff


Joe Simek

Account Director

Meghan Ciffone

Account Supervisor

Cameron Brown

Group Account Director

James McCullagh

Group Strategy Director

Richard Oldfield

Related Awards





Follow Us