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72andSunny

72andSunny Goes Revolutionary in Anti-Smoking PSA

72andSunny earned coverage in The New York Times over the weekend for this spot, its first for new client Legacy (previously known as American Legacy foundation, or the group behind all those Truth anti-smoking ads).

Arnold and CP+B respectively handled the campaigns before 72andSunny won the pitch in February; this new spot serves as both a continuation of earlier entries’ sharp tone and an attempt to position the anti-smoking “movement” as one comparable to Occupy (check out the Guy Fawkes-style masks at :40).

After noting the success of associated anti-tobacco campaigns, the spot tells viewers that the fight isn’t over yet when a significant minority of high schoolers still smoke.

The larger effort includes attempts to turn the movement into something like the Human Rights Campaign’s successful 2013 effort to convince all of your friends to replace their Facebook photos with red equals signs.

Will the new campaign convince young people to place Xs over their faces on social or for corporations to donate more money to the group? We can’t be sure.

Side note: former Publicis Kaplan Thaler CEO Robin Koval currently serves as Legacy’s chief; despite the significant drop in tobacco sales in the U.S., she calls the campaign a case of “David going up against Goliath.”

Also worth noting that the spot does not contain a mention of e-cigarettes, which someone tells us are hot with the kids these days.

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Surf’s Up for Samsung and 72andSunny


They had us at that cover of “Absolute Beginners.”

But check out the rest of this spot, entitled “Every Day is Day One” from 72andSunny Amsterdam and Samsung. Directed by Mark Malloy, this ode to all things surfing stars an even mix of seasoned pros like Kelly Slater and new surfers facing the waves for the very first time.

Created to promote Samsung’s sponsorship of the Association of Surfing Professionals World Tour, the campaign was filmed in Iceland, Fiji, India, and New York with each location channelling the peaceful yet powerful pull of the sea. We would have loved to have been a PA on the shoot (which couldn’t be better suited to a summer Friday).

…and we’ve got your credits after the jump.

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72andSunny Names GCD Matt Murphy as Partner

Matt Murphy

Longtime 72andSunny creative director Matt Murphy just added a new word to his title: partner.

Murphy, who joined the agency from W+K Portland in 2009, is now officially Partner/Group Creative Director.

In his nearly five years at 72andSunny, Murphy has worked on some of the agency’s biggest accounts and campaigns including Nike, Activision, K-Swiss/Kenny Powers and Google (on which he will continue to lead creative).

The release notes that he will “help lead 72andSunny’s commitment to experimentation with art, technology, and entertainment”. Co-founder/CCO Glenn Cole writes:

“He is constantly experimenting and pushing the creative limits of 72andSunny. His partnership will only allow him to have broader impact, and we look forward to that.”

On a side note, we do like this line from a bio best read with tongue planted as firmly as possible in cheek:

“When Matt is not finding new and interesting ways to work with brands to solve creative problems, he can be found helping his babe of a wife tend to their kale garden and/or dreaming up his next art project.”

…but kale still tastes funny.

YouTube, 72andSunny Celebrate Equality for All Athletes

72andSunny has a new campaign for longtime gay rights supporter YouTube, entitled “ProudToPlay.” The star-studded campaign celebrating diversity in sports is set to run through the end of June, which is LGBT Pride Month, reports AdWeek.

In addition to gay athletes such as Jason Collins, Michael Sam and Robbie Rogers, the spot also features clips of Nelson Mandela, President Obama and Kobe Bryant talking about the unifying power of sports and the importance of gay rights. Set to Katy Perry‘s “Roar,” the “#ProudToPlay” video clocks in at two minutes, ending with a rainbow soccer ball YouTube logo tying the spot to the impending World Cup in Brazil (as does some of the footage used). “#ProudToPlay” is already getting a lot of attention. Since its launch yesterday, the video has racked up almost 3 million views (and an unfortunate but completely expected rash of homophobic comments).

“We applaud the courage and openness of athletes at all levels who have come out and admire their teammates, friends, families, and supporters who are all proving that it doesn’t matter who you are or who you love—what matters is that you put forward your best effort,” YouTube wrote in a blog post. “We stand with our community in the belief that youth everywhere should all have the same opportunities to grow up and pursue their dreams and passions, on or off the field.”

For the remainder of the month, YouTube will be sharing a collection of videos about the LGBT community and sports on the YouTube Spotlight Channel, and invites users to upload their own videos “talking about what being #ProudToPlay means to you.”

Working Not Working Lists Most Desirable Full-Time Gigs

wnwlogoanimated1Freelance network Working Not Working has unveiled a list of the top 46 companies its freelancers “would kill to work” for full-time, and the list includes several advertising agencies. Among the agencies Working Not Working freelancers would most like to work for are: 360i, 72andSunny, Barton F. Graf 9000, BBDO, BBH, Droga 5, Goodby Silverstein & Partners, Mother, Periera & O’Dell, Venables Bell & Partners, and Wieden+Kennedy. The list also included a wealth of design and production companies, as well as Google, HBO, Cartoon Network, Tesla, and NASA (for some reason). Stick around for the full list after the jump. Read more

72andSunny Quotes Pop Culture for Samsung’s New, Curvy TV

72andSunny mined memorable moments in film, TV, and the Internet for their new campaign unveiling Samsung’s Curved UHD TV, called “The Curve Changes Everything.”

The new broadcast spot debuted last night during primetime programing including AMC’s Mad Men,  NBC’s Women of SNL, and the season finale of Fox’s execrable Family Guy, to name a few. The 60-second “The Curve Changes Everything,” mines such sources as Clueless, Jurassic ParkGravity and that screaming goat you saw on YouTube to stitch together “not only excitement for the curve and the experience, but how the curve impacts different family scenarios and living room environments.” 72andSunny worked with production company Caviar, director Rian Johnson (Looper, a couple of great episodes of Breaking Bad) and Oscar-winning cinematographer Claudio Miranda (Life of Pi, The Curious Case of Benjamin Button) to bring the spot to life.

“The Samsung Curved TV is just a beautiful object,” said Rian Johnson. “Beyond the quality of the picture, the industrial design of the TV – with its subtle curve – is really stunning when you see it up close in person. We were tasked with finding ways to show off the curve, but you really just need to point a camera at the TV and it pops off the screen. It was a pleasure to shoot.”

In addition to broadcast, the campaign also features print, digital and out of home (OOH) components. “The Curve Changes Everything” will continue to run on major networks, cable and online. Stick around for credits after the jump. Read more

Activision Enlists Kevin Spacey for ‘Call of Duty: Advanced Warfare’ Reveal Trailer

Ant Farm and Activision have released the official reveal trailer for Call of Duty: Advanced Warfare, the upcoming title in the best-selling series, featuring the voice (and digital likeness) of Kevin Spacey.

Audio from the spot was leaked several days ago, which some hypothesized was from a House of Cards viral campaign. With the audio already making the rounds, Activision posted the reveal trailer late last night, Adweek reports. The 2:46 trailer features Spacey’s character pontificating about the futility of attempting to spread democracy. What people really want, he insists, is someone to protect them and give them boundaries. You know, someone like him. The spot ends with the “Power Change Everything” tagline, and November 4th release date.

Advanced Warfare is a bit of a departure for the Call of Duty series, with the story centering around an ill-intentioned private military corporation. As a tie-in, 72andSunny and Activision teamed up with Vice to produce a chilling short documentary on the rise of private military contractors and whether the events of Call of Duty: Advanced Warfare could actually happen. It makes for a few minutes of interesting (and pretty damn scary) viewing, and one of the more intriguing pieces of branded content we’ve seen. We’ve included it after the jump, along with limited credits for the reveal trailer.

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72andSunny Speaks French, Explores Marseille for Google Stories

How’s your Google experience? You know, the immersive multimedia one.

If you’ve ever had an uncontrollable urge to wander the streets of Marseille after dark without leaving the comfort of your own couch/balance ball/bean bag chair, then you’re in luck: 72andSunny Amsterdam collaborated with the “don’t be evil” guys and production agency MediaMonks for this “making of” promo for new Stories/Maps feature “Night Walk.”

Now turn your subtitles on…

The walk itself is nothing if not extensive, leading Francophiles on a tour of 34 area hotspots in the company of a diverse cast including stray cats, street musicians, and enough graffiti tags to fill a portfolio.

Credits after the jump are in English.

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Samsung Claims Apple Almost Dropped TBWA\Chiat\Day in 2013

At least that’s what Samsung’s lawyer Jon Quinn said during opening statements in the brands’ ongoing patent trial. According to a quote in The Verge, Apple considered dropping TBWA\Chiat\Day after its rival’s campaign inspired headlines like this one, from The Wall Street Journal, pondering whether or not the company had lost its seat at the head of the popular table. Quinn told the jury:

“This new, edgy marketing strategy … it drove Apple crazy.”

The campaign in question was, of course, “Next Big Thing” by 72 and Sunny.

The series and subsequent headline supposedly unnerved Apple marketing VP Phil Schiller so much that he emailed Tim Cook and suggested an agency review, writing:

“We have a lot of work to do to turn this around.”

While rumored board meetings on the topic did not inspire a change, Quinn’s claim hardly serves as a vote of confidence — and Samsung shows no signs of reconsidering its strategy.

72andSunny Marries X-Men, Bacon for Carl’s Jr./Hardee’s

72andSunny have launched a new campaign for Carl’s Jr./Hardee’s’ X-Tra Bacon promotional tie-in for 20th Century Fox’s X-Men: Days of Future Past, which premieres May 23rd.

The X-Men themed campaign from 72andSunny features appearances from iconic characters using their mutant powers to take down the extra bacon on the  Western X-Tra Bacon Cheeseburger and X-Tra Bacon, Egg & Cheese Biscuit. 72andSunny’s campaign kicks off with “Mystique” in which Mystique takes on the Western X-Tra Bacon Cheeseburger, morphing into just some dude who loves Carl’s Jr. and back over the course of the spot. Additional spots starring two more characters yet to be revealed will be unveiled this April.

In addition to the broadcast campaign, Carl’s Jr. and Hardee’s are inviting fans to engage in “X-Men Digital Makeover.” By submitting a photo of themselves eating or drinking at a Carl’s Jr. or Hardee’s, on Instagram using the hashtag #EatLikeYouMeanIt (#That’sWhatSheSaid, replies @MichaelScott) fans get a chance of receiving a mutant makeover transforming them into an X-Men character. Stick around for campaign credits and the actual trailer for X-Men: Days of Future Past after the jump. Read more

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