ENJOY THE SHOW
20
25
Once a year, the Minneapolis advertising world gathers to celebrate its best and brightest at AdFed’s The Show. In 2025, BBDO MW decided it was the perfect time to remind said best and brightest that their days are numbered with “Enjoy The Show [While You Can]”, a tongue-in-cheek celebration of human intelligence in a world gone A.I.
A.I. PROMO VIDEO FOR SOCIAL AND WEB
Remember that scene in iRobot where Will Smith asks Sonny, “Can a robot write a beautiful symphony? Can a robot turn a canvas into a masterpiece?”? As it turns out, no, but it can make Patrick from SpongeBob sing Adele’s “Set Fire to the Rain”, which is interesting.
ROBOT/HUMAN TRANSFORMATIONS OF THE JUDGES
“Enjoy The Show [While You Can]” is our response to the idea that A.I. is coming for all of our jobs. To explore this, we leaned heavily into A.I.-generated imagery and copy–warts, glitches, and all–juxtaposed with the human input that made it happen. For the copy, this meant showing the prompts we fed the A.I. alongside the headlines it produced. For the imagery, we created a “real world vs. fake world” visual motif that popped up throughout the creative–most notably on the website.
PROPOSED HAT DESIGN
Speaking of the website, the ask was pretty straightforward: create a landing page where people could buy tickets, get the gist of the theme, check out the judging panel, and revisit last year’s winners. We took the opportunity to fully lean into interactive features that reinforced our theme. As users scrolled, prompts would appear in the corner of the screen, followed by massive A.I.-generated headlines and the kind of “uncanny valley” imagery that only A.I. can create. In the judges section, each judge’s image initially appeared as a robotic version of themselves before quickly being replaced by their actual face. Little touches like this subtly (or not-so-subtly) played with the idea that robots aren’t just coming for us—they might already be us.
ROBOT JUDGE IMAGE
At the event itself, we kept the theme alive with temporary tattoos designed for attendees. The options included the “Enjoy The Show” logo, slogans like “Future Prompt Engineer” and “Artificially Intelligent,” and even a QR code that, when scanned, led to a hidden page on the website that served up a randomly generated A.I. video. Nothing says “celebration of human creativity” like a machine doing all the work.
SILO PROJECTION AT THE EVENT
THEME ENJOY THE SHOW [WHILE YOU CAN] | AGENCY BBDO MW | CREATIVE DIRECTOR BROCK DAVIS | DESIGNERS IAN MCALLISTER, BECKY EILERS, & BRIAN HAPPEL | WRITER BRIAN RITCHIE | DEVELOPER BRIAN HAPPEL