It’s Spatula World, a one-stop shop for all your flipping needs. . . well, actually, it’s Vodaworld.

Deliberately misleading from the get-go, ‘Spatula World,’ a humorous :60 spot for a South African all-in-one cell phone shop, opens and continues as what seems like a complete and bizarre commercial for a mega spatula store.

The quirky creative, which earned a New York Festivals Silver, was directed by Avion Films’ Marty Granger for Jupiter Drawing Room of South Africa over five days last spring in Johannesburg, with a local cinematographer behind the lens.

Playing the part of the cheesy spatula salesman touting the ‘spatularific’ and ‘sexy’ kitchen utensils in a tv commercial is Peter Keleghan, a Canadian comic whose face is familiar from the cbc series The Newsroom and who more recently can be seen pushing electronic wares for Future Shop.

The spot within the spot has a retro ’60s appeal and showcases all the great services the store has to offer such as one-hour repairs, loner spatulas, and a stellar selection of all the latest models.

And just when you start to ask yourself if this is for real, the camera pulls away from the strange spatula-selling man to reveal the spot running on a tv screen in a boardroom where two overworked exec types question the merits of investing in a spatula specialty store.

Glancing down at his cell phone one of the men sarcastically suggests that the idea would work better with cell phones. A light bulb goes off in their heads, they look at each other, and we are back to the tv screen for take two; only this time it’s all about cell phones.

A giant cell phone rotates on a pedestal and people dressed in cell-phone garb stroll in the background as Spatula World is reinvented as Vodaworld.

While Avion directors have used South Africa as a location many times in the past, Vodaworld marks the shop’s first job originating from a South African agency.

According to Avion president Michael Schwartz, the film company is bidding on more international work these days. They just completed their fourth job out of London, Eng., three of which were shot by Granger, and they recently bid on some boards out of Paris.

Avion recently signed a deal with Outlaw Films in London, which will provide the Toronto-based company’s roster with exposure in the u.k. as well as other European markets.