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There’s no such thing as a free lunch, but there is such a thing as spec work, and Toronto-based ad agency Zulu Alpha Kilo wants to put an end to it. Produced through Zulu’s content division Zulubot, the new spot answers the question: what happens in other industries when clients ask for free work? The resulting interactions are not pretty—and rightfully so. The video went viral, garnering more than 1.5 million views on YouTube, and sparked a worldwide debate (even among professionals not in advertising) on the value of offering free work to prospective clients.

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