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Posts Tagged ‘John Boiler’

Samsung Bombards Oscars, Complete with Tim Burton-Starring Spot

Now that the fictional game, “Unicorn Apocalypse,” created by 72andSunny in its ongoing campaign to promote Samsung Galaxy has come to fruition, where else to turn but the movie version and a pitch to the one and only Tim Burton. The writer/director takes center stage amongst the sea of geeky, Galaxy-addled developers and comes up with his own standard oddball concepts for where to take “Unicorn” next in this clip called, aptly enough, “Meeting with Tim Burton.”

The 90-second clip was just one of several Samsung ad placements during last nights Oscars broadcast (guess they saved up their Super Bowl budget for this) that told the tale of the evolution of the honestly (and perhaps deliberately) terrible-sounding faux-game. Still, the most recent installments like the one below where the creatives meet the account folks add a decent amount of smirk and snark to balance the scales. Credits after the jump.

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Samsung Tells a Meandering Tale About Unicorns, Business Things

Hey, look! It’s that dude who was on 30 Rock for a few seasons before they realized his character was totally worthless. This guy. Man, has that dude fallen on hard times or what? Let’s all hope he gets back on his feet before things get worse.

Anyway, the above 90-second spot from 72andSunny takes place in the fictional video game development studio of “Unicorn Apocalypse,” a fake game no doubt inspired by Adult Swim’s online “Robot Unicorn Attacks,” but about zombies because 20-something nerds sure love those. If you think 90-seconds sounds like a long time to watch hipster nerds talk about zombie unicorns and play around with their phones, you’d be right.

I’ve been a little back and forth about Samsung’s recent iPhone-bashing campaign. Perhaps it’s because I think it’s a really great idea, but the execution just misses the mark for some reason. Perhaps that reason, as most blatantly exhibited by the spot above, is because Samsung is targeting pretentious millennials who look down about those with different tastes. It makes sense to label iPhone buyers sheep, but there has to be a more subtle way to do it. Also, here’s a newsflash: pretentious people don’t think they’re pretentious. They just think that they’re right. So, portraying an over the top version of the demo (however accurate), will undoubtedly turn off the very consumer you most want.

As the current top comment on YouTube asks, “Why does Samsung insist on making everyone with their phone act like a 20-something douchebag?” Good question. Credits after the jump.

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Let’s Spend Some Time with LeBron On His First Day Back, Shall We?

72andSunny’s marketing blitz for Samsung continues with this new spot for the Galaxy Note II starring none other than LeBron James (whose other, more charitable ad for Samsung was launched simultaneously). We admit we were intrigued ever since we first caught this 90-second clip at the beginning of the NBA season opener featuring James’s Miami Heat versus their hated rival, the Boston Celtics. Directed by Anonymous Content’s Mark Romanek (the man who’s also behind some of our fave music videos as well as One Hour Photo), the Samsung spot is presented as if we’re following the three-time MVP on his first day back on the job in the NBA (it was actually shot a week before Tuesday’s opener).

From morning family time, complete with cereal, to his trip to the barbershop to the championship ring ceremony at American Airlines arena, we get a gist of what James may have actually gone through on game day (or maybe not). We have to say, though, the Galaxy Note II’s stylus arguably steals the show. Credits after the jump.

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Samsung Once Again Busts Apple Worshippers’ Chops in Latest Galaxy Spot

As Samsung’s patent war with Apple rages on, the former has wasted no time in busting the latter’s balls–well, at least those of its devotees–in a new spot that launched not so coincidentally around the time the iPhone 5 hits shelves. Once again, 72andSunny takes square aim at the fanboys and girls anxiously waiting for hours in line for Apple’s next great product (even a huge storm couldn’t drive away the hordes we saw standing outside a Best Buy in Union Square on Tuesday), which according to Samsung boasts many of the same features that are already found in the Galaxy S III. The ultimate kicker, though, is that with a barrel full of snark in tow, Samsung and 72 convey the message here that the iPhone is now better suited for moms and dads. Zing! Credits after the jump.

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Borchert Joins 72andSunny

After spending the last two years at Fallon London, where he was perhaps best known for his work on various Orange efforts, Gui Borchert has joined up with MDC-owned, L.A.-based 72andSunny as a creative director. Borchert, who is based in 72′s Los Angeles HQ and “makes a mean caipirinha” according to comments from agency CEO John Boiler, has been involved in a variety of other notable campaigns during his career including Puma’s “Love=Football” while at Syrup, K-Y and Dell during a one-year stint at Mother and was involved with Nike+ while serving as an associate creative director at R/GA.

No word yet on whether Borchert will work on specific accounts or across the 72andSunny portfolio in his new role.

72andSunny Welcomes New ECD…and Oh Yeah, One More Thing

Let’s first get through the formalities and let you know, even though you all probably know, that TBWA vet Scott Trattner has joined up with 72andSunny as executive creative director. The eight-year \Media Arts Lab vet co-created the “Mac vs. PC” campaign for Wall Street’s MVP. In a statement, 72andSunny chief exec John Boiler breaks it down, saying, “Scott’s track record for creating colossal impact on behalf of his clients is second to none. His work has not only shaped one of the biggest brands in the world, but redefined industries. Jason and Frank have led some of the most notable campaigns in the world and are cultural keystones. Moving to this new structure will allow us to scale our culture and best practices while maintaining our relentless focus on creative excellence.”

The “Frank” Boiler is referring to is Frank Hahn, who along with Jason Norcross (promoted to partner nearly a year ago) has been bumped up to executive creative directors at the SoCal-based, MDC-owned agency.

Update: For the sake of keeping folks out of trouble, we’ll let the original rant pass by the wayside. Sorry for it, but I still think AdAge really needs to get over itself. You are not the monolith you think you are.

Bisous,

=-Kiran

 

And Finally, Your ADC Advertising/Integrated Juries

We promise to keep this short, but since you were all clamoring for it, we might as well give you the rundown of the Advertising and Integrated juries for the 91st Annual ADC Awards. You have already received notice that Natalie Lam and 72andSunny’s John Boiler were jury chairs for Interactive and Advertising, respectively, but after the jump, you can check out the full jury roster for the latter category as well as Integrated. We’re sure there are some names you might recognize (Ian & Scott–ok, we’ve now been told that the former of the dynamic duo is not able to participate, Faris, etc.)

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ADC (Already) Announces 91st Awards Jury Chairs

Though we’re still several months away from the next ADC Awards, the hype machine is already in motion as the organizers have announced the jury chairs for the 2012 event, which will take place some time in May (exact date TBD).

Creatives types from the agency, design and production worlds comprise the jury chair selections, though the ADC is adding some new touches to the 91st Awards show. For the first time, the Club is appointing a separate jury chair for the Motion category and there will also be a a separate jury chair and jury dedicated specifically to Integrated. The 2012 online call for entries will be open shortly, with deadlines set for February. Here’s your full jury chair list complete with some recognizable names below:

Advertising: John Boiler, president, 72andSunny, Los Angeles, CA
DesignArem Duplessis, design director, The New York Times Magazine, New York, NY
PhotographyKieran Antill, creative director, senior vice president, Leo Burnett, New York, NY
IllustrationRodrigo Corral, creative director, Farrar, Straus and Giroux; founder, Rodrigo Corral Design, New York, NY
InteractiveNatalie Lam (pictured), executive creative director, McCann Erickson, New York, NY
IntegratedBrian DiLorenzo, chief production officer, McCann Erickson, New York, NY
MotionAndre Stringer, director, creative director, founder, Shilo, New York, NY

 

 

BBDO, 72andSunny Grab Blackberry

RIM has picked BBDO Worldwide and 72andSunny to handle worldwide creative responsibilities for its Blackberry brand following what’s been dubbed “a competitive review.” Leo Burnett previously handled the business, and from what sources tell us, Fallon was involved in the current pitch. John Boiler, CD at 72andSunny, which had already been executing select projects for Blackberry during 2010, says in a statement, “BlackBerry is an awesome brand.  And we’re looking forward to giving it a compelling and powerful voice in the marketplace.”

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MDC Adds 72andSunny to the Fold

Well, this is a doozy to end the day. It looks like Miles Nadal‘s acquisition spree continues as his MDC Partners has announced that it’s acquired a majority interest in Los Angeles/Amsterdam agency 72andSunny, which counts clients including HP, RIM, Nike, CKE Restaurants and 2K Sports.

In a statement, John Boiler, 72andSunny CEO and one of its three founders, says, “We started 72andSunny with a set of ideas that we believed were the most modern and relevant to doing great work far into the future. The partnership with Miles and MDC allows us to test and expand on those ideas more quickly which will ultimately benefit our culture, our people, and our clients.”

Currently, 72andSunny is a 150-strong operation that’s added some notable creatives in 2010 and, let’s not forget, had Kenny Powers shill for K-Swiss.  According to comments made in the announce by MDC chief Nadal, the shop is “the agency of both today and tomorrow” and has “deep global experience and understanding, and their clients recognize the amazing combination of digital expertise, and creative prowess with the component of measurable results.”

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