While some agencies are still nursing their Awards season hangovers, Zulu is out poking fun at the very idea of advertising hardware, launching a self-promo spot about a spectacular LTO fail – “Left-Handed Mango Chutney.”

Zulu Alpha Kilo, Silver medal Agency of the Year 2022 recipient, just launched a video that takes place at a dinner party hosted by a neurosurgeon. After detailing stimulating a patient’s amygdala and wowing attendees, the conversation turns to a creative, who talks about an “amazing case study” for “Charlie’s Chutney,” meant to wow Awards show judges. The case study involves a limited-time offer Indian spread, which managed to sell out – all six jars.

The motivation was to address underrepresentation of the “left-handed community,” and the mock campaign won “The Grand Prix” for generating billions of impressions and loads of brand engagement.

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The send up is Zulu Alpha Kilo reminding the industry that advertisers need to curry favour with consumers, not panel judges. It was directed by the shop’s CCO, Zak Mroueh.

This is not the first time the agency has poked fun at industry conventions. It also produced “Say No to Spec,” which spearheaded a movement against spec work in new business pitches.

While the shop is known for poking fun at awards, it’s certainly no stranger to them: this summer, Zulu Alpha Kilo scored major recognition from AdAge at its Small Agency of the Year Awards in Chicago. Also, for the fourth time since 2017, Zulu received International Agency of the Year honours at the gala, this time receiving Gold.