2025

Commercials Are Fake

Entrant

ICG

Category

Advertising - Advertising Campaign

Client's Name

Oklahoma Department of Mental Health and Substance Abuse

Country / Region

United States

Gallery

MUSE Creative Awards Winner – Commercials Are Fake by ICG (Image 1)

MUSE Creative Awards Winner – Commercials Are Fake by ICG (Image 2)

MUSE Creative Awards Winner – Commercials Are Fake by ICG (Image 3)

About The Entry

From flawless influencers to aggressively smiling faces in commercials, people are seemingly living their best lives everywhere we look. But it’s all manufactured. Too often it feels easier to go through life with a painted on a smile rather than deal with our true feelings. With the help of comedian Paul Scheer, ICG produced a campaign that shattered the expected look, tone, and structure of common commercials with relatable realities that never make the script. This campaign, which featured a Super Bowl commercial, urges viewers to drop the facade, get real and reach out for help.