The One Club, who awarded DDB Brazil a merit award for their September-11th-tastic ad for the WWF, has revoked that award and declared no more fake ads will be tolerated! Take that evildoers. Meanwhile, Jenny 8. Lee has penned a breathless piece over at CityRoom regarding these so-called fake/phantom/scam ads. She points out that the ads are created solely to win awards (an ad world prestige)—in the words of DDB Brazil's president Sergio Valente, upon winning one such award, "you show everybody, ‘Look how good, how clever I am; how at the top of the trend I am,’ and, of course, everybody wants that." Will the Mad Men of the world soon be scared to push the limits?