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Zulu Alpha Kilo “Say No To Spec” 2016

Zulu Alpha Kilo “Say No To Spec” (2016) is a Zulu Alpha Kilo commercial directed by Zak Mroueh for Zulu Alpha Kilo, produced by zulubot. It won 3 awards, including One Show 2016 Gold Pencil — Film, The One Show 2016 Consumer - Online Films & Video / Self-Promotion - Single Gold Pencil and Epica 2016 Silver Online Campaigns - Business to Business & Corporate.

A man attempts to get free work from various professionals, only to be met with incredulity and refusal, highlighting the absurdity of asking for 'spec' work.

Video: Zulu Alpha Kilo on YouTube

Shot by shot

  1. A bald man in his 40s, wearing a blue blazer and jeans, walks away from the camera down a narrow aisle in a brightly lit art gallery.© Zulu Alpha Kilo0:00
  2. A man in a blue suit holds out a "Request for Proposal" document to another man in a striped shirt, who looks at it with a confused expression in a frame shop.© Zulu Alpha Kilo0:05
  3. Two men, one in a suit and one in athletic wear, sit on exercise balls in a gym, talking to each other.© Zulu Alpha Kilo0:14
  4. A bald man in a suit talks to a woman with short hair in a jacket, who looks down then up at him, in a living room.© Zulu Alpha Kilo0:21
  5. A male chef in his 60s, wearing a white uniform and paper hat, looks off-camera with a surprised expression in a busy commercial kitchen.© Zulu Alpha Kilo0:40
  6. A middle-aged man with grey hair and a striped shirt talks to another man in a frame shop, surrounded by various framed art and empty frames.© Zulu Alpha Kilo0:52
  7. A fit man with a beard and dark shirt looks around and speaks in a gym, with exercise equipment visible in the background.© Zulu Alpha Kilo1:05
  8. A male chef in his 60s, wearing a white uniform and paper hat, talks animatedly in a busy commercial kitchen.© Zulu Alpha Kilo1:19
  9. A balding man in his 30s, wearing a blue suit jacket and checkered shirt, looks at another person off-screen in a store.© Zulu Alpha Kilo1:34
  10. Two men sit on exercise balls in a gym, talking to each other, with one gesturing while holding papers.© Zulu Alpha Kilo1:48
  11. A male chef in his 50s, wearing a white uniform, sits at a diner counter, looking at a newspaper, then looks up at someone off-screen.© Zulu Alpha Kilo2:05
  12. A man with a beard and dark shirt looks to the side and talks in a gym setting.© Zulu Alpha Kilo2:15

Stills © Zulu Alpha Kilo. Made by Zulu Alpha Kilo, zulubot and Zak Mroueh.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Professionals refuse to work for free, mirroring the advertising industry's 'spec' problem.

Tagline: “It's time we all said no to spec.”

fish out of waterrole reversaleveryday situationsdeadpan humorescalating absurditydirect address to camera

The cut

Length
153 s
Shots
49
Average shot
3.1 s

What creatives use Zulu Alpha Kilo “Say No To Spec” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Zulu Alpha Kilo “Say No To Spec”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A bald man in his 40s, wearing a blue blazer and jeans, walks away from the camera down a narrow aisle in a brightly lit art gallery.© Zulu Alpha KiloA man in a blue suit holds out a "Request for Proposal" document to another man in a striped shirt, who looks at it with a confused expression in a frame shop.© Zulu Alpha KiloTwo men, one in a suit and one in athletic wear, sit on exercise balls in a gym, talking to each other.© Zulu Alpha KiloA bald man in a suit talks to a woman with short hair in a jacket, who looks down then up at him, in a living room.© Zulu Alpha Kilo
    Frames from Zulu Alpha Kilo “Say No To Spec”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Zulu Alpha Kilo “Say No To Spec” in order, with its length, framing and what happens in it.

    A bald man in his 40s, wearing a blue blazer and jeans, walks away from the camera down a narrow aisle in a brightly lit art gallery.© Zulu Alpha KiloA man in a blue suit holds out a "Request for Proposal" document to another man in a striped shirt, who looks at it with a confused expression in a frame shop.© Zulu Alpha KiloTwo men, one in a suit and one in athletic wear, sit on exercise balls in a gym, talking to each other.© Zulu Alpha KiloA bald man in a suit talks to a woman with short hair in a jacket, who looks down then up at him, in a living room.© Zulu Alpha KiloA male chef in his 60s, wearing a white uniform and paper hat, looks off-camera with a surprised expression in a busy commercial kitchen.© Zulu Alpha KiloA middle-aged man with grey hair and a striped shirt talks to another man in a frame shop, surrounded by various framed art and empty frames.© Zulu Alpha Kilo
    Length: 153 s · Shots: 49 · Average shot: 3.1 s

  3. 03Ad ideas: every spot built on a fish out of water

    Before you present an idea, you need to know who has done it, and how.

    Zulu Alpha Kilo “Say No To Spec” is built on a fish out of water. Search the library by idea to see every spot that uses it.

    Cupnoodle “Globalization”© CupnoodlePaul Wellstone for Senate “Looking for Rudy”© Paul Wellstone for SenateWaitrose “The Gastronaut”© WaitroseNetflix “Discover Your Future”© Netflix
    Cupnoodle · Paul Wellstone for Senate · Waitrose · Netflix

More commercials by Zak Mroueh

  • Zulu Alpha Kilo "Left-Handed Mango Chutney" (2023) commercial still© Zulu Alpha KiloZulu Alpha Kilo “Left-Handed Mango Chutney” 2023Dir. Zak MrouehEpica Gold 2023
  • Molson Canada "Wheelchair" (2001) commercial still© Molson CanadaMolson Canada “Wheelchair” 2001Dir. Zak MrouehLondon International Awards Winner 2001

More from Zulu Alpha Kilo

  • President's Choice "Possible Lives Here, 2025" (2026) commercial still© President's ChoicePresident's Choice “Possible Lives Here, 2025” 2026Dir. Henry Scholfield · Zulu Alpha KiloADC Awards Silver 2026
  • ParticipACTION "Playground" (2015) commercial still© ParticipACTIONParticipACTION “Playground” 2015Zulu Alpha KiloEpica Silver 2015
  • Lyft "Save the Money - Airport" (2026) commercial still© LyftLyft “Save the Money - Airport” 2026Dir. Jeff Low · Zulu Alpha Kilo
  • Booking.com "Mural" (2026) commercial still© Booking.comBooking.com “Mural” 2026Dir. Fiona McGee · Zulu Alpha Kilo
  • Simple Mills "Back to School" (2026) commercial still© Simple MillsSimple Mills “Back to School” 2026Dir. LJ Johnson · Zulu Alpha Kilo
  • Women’s College Hospital Foundation "The Future Follows Us" (2026) commercial still© Women’s College Hospital FoundationWomen’s College Hospital Foundation “The Future Follows Us” 2026Dir. tnt · Zulu Alpha Kilo

Award-winning other commercials

Questions

Who directed the Zulu Alpha Kilo “Say No To Spec” commercial?

Zak Mroueh directed it, produced by zulubot, for the agency Zulu Alpha Kilo.

Which agency made Zulu Alpha Kilo “Say No To Spec”?

Zulu Alpha Kilo created it for Zulu Alpha Kilo (2016).

What awards did Zulu Alpha Kilo “Say No To Spec” win?

3 awards, including One Show 2016 Gold Pencil — Film, The One Show 2016 Consumer - Online Films & Video / Self-Promotion - Single Gold Pencil and Epica 2016 Silver Online Campaigns - Business to Business & Corporate.

What is the tagline of Zulu Alpha Kilo “Say No To Spec”?

“It's time we all said no to spec.”

Sources for the credits and awards

oneclub.orgoneclub.orgwinners.epica-awards.com