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72andSunny

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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Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

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

72andSunny, Samsung Launch ‘Sport Doesn’t Care’ for Paralympics

 

“Sport Doesn’t Care” is the platform behind 72andSunny’s and Worldwide Paralympic Sponsor Samsung’s new campaign, showing that no matter who you are, your excuse doesn’t matter in the world of athletics.

The 90 second spot from 72andSunny Amsterdam, dubbed “What’s Your Problem? Sport Doesn’t Care,” features paralympic athletes Jessica Gallagher (alpine skiing), Seung-Hwan Jung (ice sledge hockey), Katarzyna Rogowiec (cross country skiing and biathlon), Anna Schaffelhuber (alpine skiing), Evan Strong (snowboard cross), and Greg Westlake (ice sledge hockey). These paralympians share their problems, such as “I am not a morning person,” “It’s so cold,” “Side wind. I don’t like it.” I hate the rain,” and “I’m too tired” and other problems any athlete might face, followed by the “Sport Doesn’t Care” message.

“Conversations around the Paralympic Games tend to focus on disability over athleticism,” explains Younghee Lee, EVP/global marketing, IT & mobile at Samsung Electronics. “As a brand with a passion for sport, Samsung aims to make the dialogue more empowering, focusing on the courage and performance of athletes and encouraging participation.”

Australian alpine skiier Jessica Gallagher expressed excitement at being involved in the campaign. “I think that Samsung’s commitment to the Paralympic movement is incredibly important. It calls much-needed attention to the fact that we as Paralympians are really not different from our Olympic Games counterparts — we work just as hard and want to win just as much,” she said. “I ski the same as any Olympian, I just use adaptive equipment to help negate my vision loss. Whether you’re a top athlete or a young child just starting out, sport doesn’t discriminate.”

The spot follows on the heels of a kickoff manifesto spot which launched February 20th, with a third spot in the series set for release on March 7th. Stick around for the manifesto spot after the jump. Read more

72andSunny Takes on truth

truth

Following a review that kicked off last July, Legacy, the public health foundation behind ongoing anti-smoking campaign, truth, has finally found a new creative agency partner in 72andSunny. The L.A./Amsterdam-based agency beat out finalists including 180LA, Droga5, Anomaly NY, and BBDO NY in the process, which was managed by Boston’s Pile + Co. 72andSunny now joins the truth agency roster that already includes MediaCom, which won media buying/planning duties for the brand last November.

Eric Asche, CMO of Legacy, which also brought on former Publicis Kaplan Thaler CEO Robin Koval as president/CEO last fall, says in a statement, “Historically, truth’s success has come from big ideas that impact youth culture. The challenge ahead of us is to build on this momentum in pursuit of the evolving youth audience.  72andSunny brought a transformative approach to the issue that we believe will impact youth culture from the inside.  We’re excited to have the agency as a partner in the fight to end this epidemic.

72andSunny replaces Arnold Worldwide on the truth biz. The latter agency solely handled the account since late 2007 (Arnold previously worked alongside CP+B on the biz). Below is a pic of the truth team greeting 72andSunny if you’re interested.

truth72

 

72andSunny Launches Campaign for Square Featuring Little Dudes, Shih Tzus

72andSunny has unveiled a rather minimalist new campaign for Square, Twitter co-founder Jack Dorsey‘s mobile payments company.

The campaign is made up of 15-second spots, each of which begin with a dual colored screen with text on each side representing a merchant and a customer, followed by a card swiping through Square Register. In “Surf Instructor” (featured above), for example, the left-side of the screen reads “Dude,” while the right side reads “Little Dude.” The card is swiped through the Square Register on the right side of the screen, followed by a short scene of an enthusiastic young surfer in training. All of the spots follow this basic formula, demonstrating the kind of small business transactions Square’s product can open up for people in a simple, easy to understand way that perfectly matches the campaign’s message about the simplicity of using Square. Check out “Stylist” below to see a shih tzu getting a haircut, and stick around for “Designer” after the jump.

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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

72andSunny Celebrates ‘Busch Heroes’

72andSunny launched a new cross-platform campaign for Busch called “Busch Heroes,” which “celebrates hard workers on the job and in their communities.” The campaign, designed to embody the new brand tagline, “Here’s to Earning It,” includes “in-store signage, beer packaging, documentary style web videos and more.”

For the campaign, Busch scoured the country in search of everyday heroes from all walks of life who were both “truly passionate about what they do for a living, as well as going above and beyond to make a difference in their communities.” They selected a group of eight men and women from across the country to represent this ideal. Actually, it’s seven men and one woman (Jacqueline Gabelein), and the above online ad undermines the attempt at inclusion by solely using terms like “working man,” “manly,” and “his” — making the one female selection seem like an afterthought/tokenism. (“His hands may be both rough and hard,” delivers Gabelein, during her footage.) This is still, I suppose, a step in the right direction for a beer advertisement.

“Our goal with Busch Heroes is to shine a spotlight on those who aren’t afraid to roll up their sleeves and get their hands dirty, on and off the clock,” explains Edison Yu, vice president, value brands, Anheuser-Busch. It’s a refreshing approach, even with the gender issues. Who doesn’t want to see hardworking men and women who give back to their communities get a moment in the spotlight?

In addition to 30 and 60 second digital ads, the campaign features “special edition Busch and Busch Light packaging, print advertisements, retail displays and region-specific billboards.” Four of the Busch Heroes will be profiled in online mini documentaries: Justin Zoscsak, Andy Freeman, Travis Caldwell and Brandon Harris. Busch is looking to its fanbase for the next selection of Busch Heroes. Busch drinkers can head to Busch’s Facebook page to nominate someone they think deserves to be honored as a Busch Hero in 2015.

See below for a full list of Busch Heroes:

Snag Some ‘Eat Like You Mean It’ Boxers from 72andSunny, Carl’s Jr./Hardee’s

Eat Like You Mean It

This summer, 72andSunny debuted a design for “Eat Like You Mean it” boxers for Carl’s Jr. and Hardee’s. CKE Restaurants fell in love with the design, and they decided to ask fans of the brand on Facebook if they would buy the boxers, given the opportunity. Fan response was enthusiastic enough that 72andSunny has made them available for sale, in a limited launch of 2,000 boxers for the holiday season. Having never enjoyed the pleasures of Carl’s Jr. or Hardee’s (one of the negatives of living in the northeast), I can’t truly understand the need to represent the fast food franchise. But this does seem like a funny gift for the burger lover in your life (although a bit expensive for a pair of boxers at $20). It’s also interesting that the brand used Facebook as a litmus test to see if their fans would be interested in the item. Seems like a smart move.

Since being released, the  boxers have made a big splash on the company’s Facebook page, as well as on Instagram. If you’re interested in purchasing “Eat Like You Mean It” boxers, you can do so here for a limited time.

So far, there are no plans to release the phrase on women’s underwear, where it would be given a significantly more suggestive connotation.

Activision, 72andSunny Bring the House Down with ‘Epic Night Out’

“Epic Night Out,” the splashy new 90-second Call of Duty: Ghosts spot from 72andSunny for Activision, is indeed epic, and easily riffs on the four-guys-who-have-fun-in-danger motif made popular by The Hangover. There are a few celebrity cameos, a crumbling Las Vegas set, and classic music, Sinatra’s “Live Until I Die.” Very epic. But no baby, though. Instead, the four heroes and their dog travel from desert wasteland, to cityscape, to outer space, and then to a frozen tundra. With the music and quick editing, it’s hard to pay attention to anything else.

I’m all for first-person shooters, and I don’t think they are ruining kids. If this spot were for the U.S. Armed Forces, that would be different. But, it’s worth pointing out that guns, explosions, apocalyptic Vegas, Frank Sinatra, and Megan Fox is way past the boiling point of glorying violence for a TV spot. That’s sensory overload for all of the juiced up gamer-guys who are going to sit in the basements and pretend not to pee in empty soda bottles. It’s also brilliant misdirection.  And if not for the Grand Theft Auto V ads, this would be the best video game spot I’ve ever seen. Credits after the jump.

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