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Posts Tagged ‘Matt Jarvis’

72andSunny Wants You to ‘Discover Your Power’ with Call of Duty: Advanced Warfare

Earlier this month, Ant Farm released a gameplay trailer for the new Call of Duty: Advanced Warfare. Now, with less than a week until the game’s release, 72andSunny have unveiled their live action trailer, starring Taylor Kitsch, entitled “Discover Your Power.”

The 90-second spot, directed by Peter Berg, offers a slight tweak on the usual live action gaming trailer, putting the viewer in the first-person perspective as they accompany Kitsch through a series of intense battles with enemies that display how the futuristic setting changes the nature of the game. It’s a welcome change of pace, and makes a lot of sense for a first-person shooter, although it can be a little bit of a dizzying experience. Read more

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72andSunny Opens Up Shop in New York, Hires Guillermo Vega as ECD

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72andSunny has just opened up 72andSunny New York, a 13,000 square foot office located on the top two floors of 30 Cooper Square in the East Village.

“We think we’re better for being part of the New York creative community—and we think we can make it a little better by being there,” said Chief Strategy Officer Matt Jarvis.

The agency also announced the hiring of Guillermo Vega, formerly executive creative director of Wieden+Kennedy São Paulo, as executive creative director of the New York office. Vega helped found W+K São Paulo, bringing it from a shop with three employees to one with over a hundred over the course four years, while winning clients such as Nike, Coca Cola, Levi’s, and Heineken. Prior to W+K, Vega spent over 13 years at Y&R, where he rose to regional creative director and oversaw Latin America from the Y&R headquarters in New York.

Vega will lead 72andSunny’s New York office along with managing director James Townsend, who will be relocating to New York from the Los Angeles office. While with 72andSunny in Los Angeles, Townsend worked with clients such as Samsung, ESPN, Truth and will continue to lead the Samsung brand from New York.

72andSunny’s New York staff currently consists of “40 designers, writers, strategists, social media planners, brand managers, and content production people” and they will initially focus on the Samsung and Smirnoff brands. Read more

72andSunny Dives Deep into the Brew for Starbucks

The biggest name in coffee didn’t need to go with hashtags or cross-brand promotions today: it had an interactive mini-documentary by 72andSunny up its over-caffeinated sleeve.

The purpose of the spot is to recast Starbucks as a sort of offline social networking platform by visiting locations around the world and observing the people who frequent them.

It’s compelling.

It’s also very similar, conceptually, to the 2010 film Life in a Day: all filmed in different spots around the world during a single 24-hour period.

Shorter spots and credits below.

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72andSunny Want You to Join the ‘Mile High Club’ with Hardee’s/Carl’s Jr.

72andSunny has a suggestive new ad for Carl’s Jr./Hardee’s to promote the chain’s new Mile High Bacon Thickburger.

The Paris Hilton-free spot, entitled “Propositioning,” begins with Israeli model and actress Bar Paly asking her boyfriend if he wants to join the “mile high club.” When he replies, “Not right now, babe,” she turns to the guy across the aisle, who happily accepts. Then proceeds to hand him a Mile High Bacon Thickburger and they both chow down, accompanied by a voiceover effectively saying “see what we did there?”

The brand has such a history of demanding overtly-sexual advertising that it would be silly to expect them to “grow up” overnight. Still, given the controversial 2012 Kate Upton spot, “Propositioning” feels relatively tame. Read more

72andSunny Goes Big with Trailer for Activision’s ‘Destiny’

72andSunny has just released a live action trailer for Activision’s new game Destiny, from the creators of the popular Halo franchise, which will be released on September 9th.

72andSunny and Activision went big for the trailer, teaming up with Academy Award winning VFX studio Digital Domain, Academy Award nominated FX studio Legacy Effects, and director Joseph Kosinski, who created most of the worlds for the ad in-camera, shooting at locations in Mexico, Arizona and Utah. The spot follows the adventures of Fireteam as they attempt to reclaim locations in our solar system from alien invaders. Levitating AI character Ghost is voiced by Peter Dinklage (who also voices the character in the game) and the spot mixes humor, action and Led Zeppelin’s iconic “Immigrant Song” to hype up the game and give a sense of its feel without any game footage. Read more

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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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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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

72andSunny is Back with New Spot Promoting ‘Call of Duty: Ghosts’ Downloadable Content

This past October we covered 72andSunny’s exhaustive campaign for Activision’s Call of Duty: Ghosts. Now, 72andSunny is back with a new campaign promoting Call of Duty: Ghosts‘ new downloadable content pack, Onslaught.

72andSunny’s long spot for Onslaught, entitled “CODnapped,” imagines a task force, led by a CODnapper played by Stephen Graham of Boardwalk Empire, sent out to kidnap men from such terrible duties as work, child rearing, and spending time with their significant other, so that they can be brought to a room with comfy chairs and snacks to play Call of Duty. The elaborately imagined scheme runs for over three minutes, before the rest of the spot is devoted to Onslaught gameplay. It’s kind of a clever (although ridiculous and entirely sexist) concept that highlights gamers’ desire to spend time with the new content free of any real-life distractions. And although the spot is quite dragged out, at a 4:51 run length, fans of the franchise have responded. The video was uploaded to YouTube yesterday, and has already racked up almost 400,000 views. By the time of Onslaught‘s January 28th release, it could top the one million mark. Credits after the jump. Read more

Carl’s Jr. Would Have You Believe That Terrell Owens is Still Living a Charmed Life

Hey, look at that! It’s former All-Pro NFL receiver and notable public nuisance Terrell Owens getting paid for his time by appearing in a 72andSunny spot for Carl’s Jr. It’s a post-Christmas miracle!

Sure, Owens hasn’t played in an NFL game since 2010. And, it’s been eight years since he last suited up for the Philadelphia Eagles, where he was let go after getting into a beef (get it?) with the team owner and QB Donovan McNabb (who he accused of getting “tired” during the Eagles’ Super Bowl loss in early 2005). But, agency and client needed someone to shit on Philadelphia’s notoriously vocal fans to contrast them with the deliciousness of their Philly Cheesesteak Burger, and Owens was more than happy to oblige.

But, should you feel any sympathy for how he was treated in Philadelphia, or during his multiple attempts at an NFL comeback over the last few years, remember how he he frequently implied that San Francisco 49ers QB Jeff Garcia was gay despite it having no bearing on anything. Remember how he called out Donovan McNabb for not playing through a sports hernia and implied he wasn’t a warrior like Brett Favre. Oh, and remember his terrible VH1 reality show. Because we should really bring that up more often. Credits after the jump.

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