This ad is not creative nor shpuld such behaviour be encouraged.

This ad did not ran. Do note that Crispin does such viral ads for real and which is paid for by the client. Check out its wins in the One Show and note that all its online work is for big brands and is paid for. Celebrate advertising agencies like that. Not ad agencies that don't do solid paying work for their actual clients.

This ad does not work with the sign-off. It seems to be creative for the sake of being creative for award submission. An ad should do more than just attract people to see it and leave it as that.

After all, when you ask them to see it, the next question is what do you want me to do after seeing it?

Poorly thought out. Draggy storyline. Such badly thoughout scam work should not be encouraged.

And blaming the production company? That's BS.

No production company would have submitted it without checking with the ad agency, unless the production company no longer wants to work with Saatchi.