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Posts Tagged ‘Ian Bauer’

72andSunny Shames Celebrity Smokers for truth

Have you ever noticed that a disproportionate number of celebrities happen to smoke in their spare time? That fact provides the motivation behind this new spot for truth (itself an offshoot of the national public health organization Legacy), created by 72andSunny in order to cast these “unpaid” Big Tobacco spokespeople as the very opposite of what we might call “role models.”

Many of the famous faces in the ad didn’t see it because they were too busy attending the Video Music Awards on which it aired (and, presumably, smoking).

That’s not to say that the people at truth don’t love Chris Brown as much as the prototypical “next guy” who does not happen to be Suge Knight.

Another spot created to explain the first below.

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Tribal DDB, Philips Are ‘Obsessed with Sound’

From Tribal DDB Amsterdam and Philips comes the “Obsessed with Sound” campaign, an interactive online experience starring the Grammy-winning Metropole Orchestra. As we’ve seen recently, it can be difficult for an electronics company to demonstrate how they “get” a purer audio experience better than anyone else, with JBL choosing to get endorsements from a wide array of musicians who use its equipment. For Phillips’ line of audio products, Tribal DDB opted to utilize a single musical entity, an entire orchestra, separate it by instrument type, and then break it up by individual musicians.

By following the “Hear Every Detail” tab on Philips’ Facebook page, users are guided to a new window. A camera pans around on the orchestra, and with the click of the button, a user is able to separate one instrument out from the rest of the orchestra and read a short biography of the musician behind the instrument.

As Tribal DDB ECD Chris Baylis explains in a statement, “In music, every single detail matters. It’s about the 2nd violinist, the triangle player, the double bassist, and the producer, all the ‘unheard heroes’. It’s the collaboration that brings brilliance to a piece of music. The challenge of the campaign was to have visitors experience every detail of the audio piece, to highlight each and every nuance of sound.” When we fired up the experience, we were floored by how intricate and astounding the campaign is. It’s work like this that gives often overused (and at times meaningless) words like “interactive” and “digital” depth, and the kind of innovative thinking you’d wish a branded “digital agency” produced all of the time. A standing ovation to Philips, Tribal DDB and, of course, the great talents of the Metropole Orchestra. Credits after the jump.

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