Desperate to award a Grand Prix this year to a pharma ad campaign, Lions Health judges declared DigitasLBI New York’s “Take it from a fish” for AstraZeneca Pharma Lions’s first Grand Prix.

Commenting on the choice, Jury President Rob Rogers, Chief Creative Officer and Co-CEO, Sudler, said that the jury had been captivated by the standard of work, which he described as being of greater variety and quality this year and a sign that the competition had come of age.

The Grand Prix winner, he said, “blew the door off the category” and dispelled the myth that a challenging environment was a barrier to ideas. “Regulations don’t define creativity. Constraints can sometimes help creativity.”

Personally, I don’t see what’s creative about Abbott and Costello channeled as fish.