Chillies Pieces

So the 20th of May 2006 marked the night for advertising's biggest event of the year, some sort of awards. Up until this year it was called the SLIM Awards sponsored by the self proclaimed gurus of marketing SLIM. Unfortunately holes were poked into the SLIM system and everyone seemed to want a new awards ceremony where creatives were judged by international judges along with local judges and were judged on creativity and not on how many pepsi bottles were sold. And so a hot show for hot creatives in a hot country for hot people to show of their hot clothes and they're hot cars was born and it was dubbed The Chillies. First of all, it is truly bad form to misspell the name of a judge, one would think with an industry packed with clever copywriters and systems designed to avoid these flaws like a judges name being misspelled. The show began with the usual gamut of dancers and performers and a meaningless brainwashing video designed solely for the purpose of turning weak minded people into red chillies. What's dissappointing is for all it's pomp and glory the Chillies has done nothing to change anything. There is still background noise about fixed enteries and unfair victories. The awards looked like tatty pieces of plastic and most people I spoke to found it boring. Then from the frying pan into the fire we go. The after party was a mess, boring dull as ditch water causing people to flee almost immediately, fortunately yours truly was not caught in the initial stampede. Back to another year of working like mad people to win more chillies in the next.