For this year's edition of the Axis Agency Challenge, ad folk were asked to click on the online Rand-O-Matic machine, which served up random couplings of words that had to be combined into a creative idea.
An opportunity of unbridled creativity is not something agency folk shy away from, and a few creatives across ad land dedicated some of their already packed schedules to finding amusing ways to combine the incongruous words spat out by the Rand-O-Matic.
Of all the bizarre ideas that emerged, none entertained the judges quite as much as FCB's titillating reinterpretation of Cluedo.
Another outrageous video featured Christ Cream mayo, a condiment capable of making pretty much everything believable.
There was also a somewhat abstract video of a squirting pineapple.
Having recently been captivated by advertising philosopher Faris Yakob for a full 40 minutes, TRA business director Greg Sampson was again reminded that the thing marketers really fight for is attention.