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Posts Tagged ‘Sam Baerwald’

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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Sonos Visualizes Music in New Campaign

72andSunny has unveiled a new campaign for Sonos’ wireless hi-fi system which playfully imagines what different genres of music would appear as visually.

Taking the notion that Sonos can transform your home literally, the spots each match musical genres with a distinct visual style. So, for example, in the ad set to “Nous Etions Deux” by La Femme, a home is taken over by pop art, starting with spots covering random appliances. In other spots the folk-pop of Sylvan Esso is rendered in claymation, the electronica of Mount Kimbie melts the walls and the croon of Isaac Hayes is paired to (what else?) liquid gold.

Music for the spots was curated by KCRW Music Director Jason Bentley prior to the shoot, informing the pacing, mood and feeling for filming. This approach seems to have payed off, as the music and visuals, created using a combination of practical and CG effects, combine seamlessly, as the sounds seem to transform the space. The homes pictured, “designed to represent people around the world in all kinds of living spaces” are also perfectly matched to the music and chosen form of visualization. Shot over the course of five days in Argentina, everything comes together for a series of ads that imaginatively illustrate the benefits of Sonos’ product and are a lot of fun to watch. Read more

72andSunny, Adam Carolla Prank Kids for Skylanders Stunt

72andSunny teamed up with Adam Carolla to prank children on behalf of Activision’s new game Skylanders Trap Team.

The online spot was filmed at a Glendale, California Toys R’ Us, where Carolla acted as the evil voice trapped within the game’s crystal trap. Unsuspecting kids visiting a demo of the game were surprised by Carolla’s voice, as the evil trapped within, and mostly amused by their interactions with the inanimate object — although one kid was insightful enough to call Carolla “the most annoying person in the world.”

The team at 72andSunny chose selected pieces from their footage and edited it down to a 3:19 video for the online spot. While the rest of us may be a bit jaded by the whole prankvertising approach, the kids involved seemed to be having a blast, and we imagine young Skylanders fans will want to share this one and/or beg their parents to buy them the new game. 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.

Read more

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 Kicks Off ESPN’s Sunday NFL Countdown

Following the launch of the NFL season last week, as well as ESPN’s new NFL studio, 72andSunny has launched a new campaign for the network’s Sunday NFL Countdown, entitled “Count on Countdown.”

The campaign launched with a 30-second broadcast spot starring Eagles running back LeSean McCoy. In the spot, McCoy prepares for a Sunday game by following Countdown from his hotel, en route to the stadium and in the locker room. “Every Sunday, I count on Countdown,” McCoy says at the spot’s conclusion. Future spots in the campaign will shift the focus to fans around the country, such as Quin Kilgore’s Tattoo League of Omaha, Nebraska, which gained notoriety in a Countdown feature last season. 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.

Read more

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.

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

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