If he sticks to his guns, the categories are sure to include:
Best placement of a woman in a print ad (limited to cleaning supply clients, of course).
Best set of breasts in a beer ad.
Best set(s) of chicks' legs in a beer ad.
Best set(s) of chicks' buns in a beer ad.
Entries are restricted to male creatives, so as to save the judges' time from looking at the "crap" that females produce.