Hasta La Creative!

72andSunny takes on the “processed cheese product” known as American cheese in a new campaign for Tillamook, even going so far as to create a petition asking for the “American” to be taken out of the product’s name.

Abraham Lincoln, riding a bear and deriding an orange slice of American cheese in a single plastic package (an obvious stab at Kraft Singles) asks, “Would our forefathers have allowed a processed cheese product to take our country’s name?” He answers his own question in the negative, affirming that you shouldn’t either. Obviously, the petition is not serious and serves to promote the superiority of Tillamook’s products while undermining competition from giants like Kraft. At the end of the spot, Lincoln suggests the country adopt Tillamook’s cheddar instead of the lackluster, processed junk bearing the country’s name. In addition to the spot, there are a pair of print ads declaring “American Cheese is Un-American!” over images of George Washington riding a bald eagle, surrounded by fire, and Betsy Ross surfing on a shark. The effort acts as an extension of the agency’s “Dairy Done Right” campaign for the brand, arriving as consumers are anticipating upcoming Fourth of July cookouts.

“We wanted to bring up the issue of real vs. unreal food at a culturally relevant moment, like when people are shopping for and celebrating a holiday,” John Russell, Tillamook’s chief marketing officer, told Mashable. “They may not realize what processed cheese is, but we want them to think about it. And we believe something called American should be 100% natural, and American cheese is definitely not.”

Two months after appointing W+K as lead creative agency for its Yoplait brand (which shortly followed the appointment of Ann Simonds as chief marketing officer), General Mills has added two more agencies to its roster, appointing 72andSunny as lead creative agency for Totino’s and Fallon for Old El Paso. AdAge reports that General Mills spent approximately $28 million on Totino’s and $18 million on Old El Paso in 2014.

Michael Fanuele, a former chief strategy officer at Fallon who joined General Mills last year as chief creative officer, told Adage, “America loves Old El Paso, and Fallon will help us stoke that passion. They know how to cultivate powerful relationships between people and brands.” He cited Totino’s as one of General Mills fastest growing brands and added that 72andSunny’s “experience building brands with pop-culture power is a perfect fit for Totino’s.”

Fanuele also told the publication that McCann Erickson and Saatchi & Saatchi remain General Mills’ main creative agencies, with no further changes to their assignments, or further roster additions for General Mills, on the horizon.

For Fallon, the news follows being named agency of record for the Big Ten Network last month, while 72andSunny has won work on AXE and Adidas Sport since the beginning of the year.

To celebrate the launch of Carl’s Jr.’s new Most American Thickburger — a monstrosity of a burger containing a split hot dog, Lays kettle cooked potato chips and American cheese* atop a charbroiled 100 percent Black Angus hamburger patty — 72andSunny created a tongue-in-cheek 30-second spot entitled “The Most American Thing Ever,” featuring Sports Illustrated swimsuit model Samantha Hoopes for the brand’s requisite casual sexual objectification.

“What’s more American than a cheeseburger?” the voiceover asks at the beginning of the ad (at least they didn’t ask, “Is there anything more American than America?”), with the rest of the spot providing the answer. As it turns out, the “Most American Thing Ever” is Hoopes (wearing an American flag bikini) eating a Most American Burger in a hot tub, in a (red white and blue) pickup truck, driven by an American bull rider, on an aircraft carrier overlooking the Statue of Liberty. 72andSunny’s over the top approach tones down the brand’s usual skin-flashing ever so slightly to make room for fighter jets, pickup trucks and fireworks. The patriotism overload of “The Most American Thing Ever” will make its broadcast debut June 1st, “sandwiched between two of America’s most patriotic holidays, Memorial Day and Independence Day.”

*Because, in the words of Hank Hill, “Nobody makes cheese like the Americans.”

Credits:

Client:
CKE- Carl Karcher Enterprises
Chief Executive Officer – Andy Puzder
Chief Marketing Officer – Brad Haley
SVP, Product Marketing – Bruce Frazer
Director of Advertising – Brandon LaChance
VP, Field Marketing, Media & Merch – Steve Lemley
Director, Product Marketing & Merchandising – Christie Cooney
Product Marketing Manager – Allison Pocino
Director of Public Relations – Kathleen Bush

72andSunny Team
Chief Creative Officer: Glenn Cole
Group Creative Director: Justin Hooper
Group Creative Director: Mick DiMaria
Creative Director/Designer: Tim Wettstein
Creative Director/Writer: Mark Maziarz
Designer: Ryan Davis
Jr. Writer: Reilly Baker
Group Strategy Director: Matt Johnson
Strategist: Eddie Moraga
Group Brand Director: Alexis Coller
Sr. Brand Manager: Abigail Rutkowski
Brand Coordinator: Kristyn Kazanjian
Director of Film Production: Sam Baerwald
Executive Film Producer: Molly McFarland
Sr. Film Producer: Juliet Diamond
Film Producer: Brooke Horne
Jr. Film Producer: Kira Linton
Film Production Coordinator: Taylor Stockwell
Business Affairs Director: Amy Jacobson
Business Affairs Manager: Maggie Pijanowski
Business Affairs Coordinator: Calli Howard

Production Company: Harvest
Director: Bakter Smith
Co Founder/Exec PRodcuer: Bonnie Goldfarb
Executive Producer: Rob Sexton
Head of Production: Niko Whelan
Producer: Vincent Oster

Editorial: Rock Paper Scissors
Editor: Christjan Jordan
Executive Producer: Angela Dorian

VFX: Jamm Visual Inc.
VFX Supervisor: Jake Montgomery
VFX Supervisor: Andy Boyd
Producer: Asher Edwards

Telecine: Beach House
Colorist: Mike Pethel
Producer: Denise Brown

Audio: On Music and Sound
Composer: Chris Winston

Sound Design: On Music and Sound
Composer: Chris Winston

We’ve run quite a few reports regarding the FIAT Chrysler Group over the past six months or so. Some big changes did indeed affect the business: we heard rumblings about the Jeep account changing hands as early as last December, but we couldn’t quite confirm the details.

In March, however, the news finally came through: Chrysler had ended its relationship with former Jeep brand creative AOR Global Hue, which subsequently closed its Detroit office and moved all operations to Manhattan.

At the time, the organization indicated that it would follow the lead of many other clients in moving away from the traditional AOR model in order to better utilize all of the agencies in its partner network. To that point, it did not announce a formal review when seeking an agency to promote the Alfa Romeo sports car line: it simply chose Doner and The Richards Group from its roster.

Earlier this month, we heard that the client would add 72andSunny to that list in order to work on future projects for the Jeep brand. We knew that, as before, there would be no official review.

Here is the statement we eventually received:

“The Company reaches out to many agencies throughout the year as part of brand(s) initiatives. Until any potential future marketing campaign officially launches, the company does not comment on collaborative agency partner.”

Note that the statement does not say “we are not planning to work with this agency”; it effectively identifies 72 as a member of the network.

The client has worked with 72 in the past: in summer 2011 it signed the agency for work including web design and “comprehensive digital marketing strategy.”

72andSunny hasn’t commented on the rumor, and we don’t have any details regarding campaigns to come. That said, everything we’ve heard indicates that 72andSunny will play a key role in project-based work promoting the client’s 2015 models.

72andSunny launched a cinematic teaser trailer for Call of Duty: Black Ops III, entitled “Ember.”

Beginning with the message “Mankind’s greatest mistake will be its inability to control the technology it has created, the spot, which runs almost three minutes long, follows technological advancements from the athletic doping scandals of the recent past to the year 2065 when the U.S. government is accused of weaponizing human beings with tech like DNA enhancement and retinal chips. “Ember” aims to pique viewers’ interest by providing just a glimpse of what is to be expected from the game’s sci-fi storyline, ending with a very brief look at what appears to be in-game footage.

“Today’s live action creative asset helps to establish the universe, while asking viewers the provocative question, how far would you go? All in the context of human performance, but at the trade-off of a portion of your humanity,” said Tim Ellis, chief marketing officer, Activision. “Its aim is to drive curiosity and discussion, further pulling fans into the fiction and set the stage for the gameplay world premiere reveal.”

The full gameplay reveal in question is scheduled for April 26th, and we can expect more from 72andSunny hyping the release of the latest addition to Activision’s popular franchise before the game’s release later this year.

Credits:

Agency: 72andSunny
Chief Executive Officer: John Boiler
Chief Creative Officer: Glenn Cole
Chief Strategy Officer: Matt Jarvis
Executive Creative Director: Frank Hahn
Creative Director, Writer: Josh Fell
Creative Director, Designer: Rey Andrade
Lead Writer: Jed Cohen
Sr. Writer: Kako Mendez
Sr. Designer: Robbin Ingvarsson
Strategy Director: John Graham
Sr. Strategist: Daniel Teng
Chief Production Officer: Tom Dunlap
Director of Film Production: Sam Baerwald
Executive Producer: Dan Ruth
Producer: Shannon Worley
Production Coordinator: Alissa Stevens
Brand Director: Mike Parseghian
Brand Director: Simon Hall
Brand Manager: Brian Kim
Brand Coordinator: Jack Young
Business Affairs Director: Amy Jacobsen
Business Affairs Director: Alex Lebosq
Business Affairs Manager: Kelly Ventrelli
Business Affairs Manager: Beau Thomason
Business Affairs Manager: Casey Brown

72andSunny was tasked with creating a trailer for Guitar Hero Live, the first new entry in the Guitar Hero franchise in five years, and aimed with actually putting viewers in the action.

Following a nod to Spinal Tap-esque backstage shenanigans, “It’s About To Get Real,” which is shot to give viewers a first-person perspective, puts the viewer right on stage in front of a live crowd. Created using additional footage shot with director Giorgio Testi and co-director Jamie Jackson from the live action shoots used for the game, the trailer assures viewers “This isn’t what it ‘feels like’ to play the new Guitar Hero. This is the new Guitar Hero.” Viewers are treated to the kind of audience reactions gamers can expect when they perform poorly in the game (We’re not sure why someone would bring a sign reading “You Suck” to a concert they payed to attend, but there you have it) before giving them a taste of what it’s like when things go right. At the end of the spot, 72andSunny introduces the game’s two modes, GH Live, which viewers have already experienced, and GHTV, which lets you play along with a continually updated library of music videos. The trailer should definitely get Guitar Hero fans psyched for the game’s fall release, as it gives viewers an idea of the kind of radical changes they can expect from the series following its long absence.

“The creative center of both Guitar Hero Live and the trailer for the game is about bringing to life the visceral thrill and terror of being up there in front of thousands of people,” said Tim Ellis, chief marketing officer of Activision Publishing.

Credits:

Client: Activision Publishing
Product: Guitar Hero Reveal Trailer
Title: It’s About to Get Real

Activision
Chief Executive Officer Activision Publishing:  Eric Hirshberg
Chief Marketing Officer Activision Publishing:  Tim Ellis
VP of Global Brand Marketing, Head of Digital:  Jonathan Anastas
Consumer Marketing Manager: Orlando Baeza
Consumer Marketing Manager: Karen Starr

72andSunny
Partner, Chief Creative Officer: Glenn Cole
Partner, Chief Strategy Officer: Matt Jarvis
Group Creative Director: Frank Hahn
Creative Director/Writer: Tim Wolfe
Creative Director/Designer: Peter Vattanatham,
Lead Designer: Garret Jones
Lead Writer: Evan Brown
Designer: Ryan Dols
Writer: Jack Lagomarsino
Director of Film Production: Sam Baerwald
Film Producer: Kara Fromhart
Business Affairs Director: Amy Jacobsen
Business Affairs Manager: Kelly Ventrelli
Junior Business Affairs Manager: Amy Shah
Group Brand Director: Mike Parseghian
Brand Director: Torie Gleicher
Brand Coordinator: Laura Black
Group Strategy Director: Bryan Smith
Group Strategy Director: John Graham

Production Company – Pulse Films UK
Director: Giorgio Testi
Co-Director: Jamie Jackson of Freestyle Games
Director of Production: Claire Wingate
Line Producers: John Bannister & Isabel Davis

Game Developer – Freestyle Games
Jamie Jackson – Co-Director (co-director under Production and Creative Director under FSG)
Jonathan Napier – Projects Director
Mike Rutter – Art Manager
Joel Davey – Producer
Gareth Morrison – Assistant Art Director
Andy Grier – Lead Audio Designer
Jon Newman – Senior Audio Designer
Mike McLafferty – Audio Designer / Licensed Equipment Liaisons
Neil Watts – Lead Animator
Jason Pickthall – Lead Concept Artist
Phil Bale – Lead Environment Artist
Pete Nicholson – Lead Character Artist
David Moulder – Lead Technical Artist
Neil Dodd – Lead UI Artist

Editorial – Spotwelders
Editor: Robert Duffy
Assistant Editor: Sophie Kornberg
Executive Producer: Carolina Sanborn
Producer: Lisa English

Game CG & VFX- Framestore UK
Pedro Sabrosa – VFX supervisor
Alan Woods – CG supervisor
Russell – Horth – Compositing supervisor
Kate Windibank – Compositing supervisor
Robin Reyer – Lead Technical Director
Liz Oliver – Senior Producer
Helen Kok – Line Producer

Color Grade – Framestore UK
Colorist: Edwin Metternich

VFX & Online Finishing – Framestore LA
Executive Producer: James Razzall
Senior Producer: James Alexander
Production Manager: Eric Kimelton
Flame Artist US: Bruno De la Calva

Sound Design – Human
Sound designer: Gareth Williams
Producer: Jonathan Sanford

Audio Mix – Lime Studios
Executive Producer: Susie Boyajan & Jessica Locke
Engineer: Zac Fisher
Assistant engineer: Kevin McAlpine

Logo Mnemonic Animation – Blind
Tobin Kirk – Executive Producer
Amy Knerl – Head of Production
Greg Gunn – Creative Director
Scott Rothstein – Producer
Daniel Zhang – Animator
Shawn Kim – Animator
Henry Pak – Animator
Ash Wagers – Compositor
Lawrence Wyatt – Designer
Ayla Kim – Designer

Logo Mnemonic Sound Design – Barking Owl
Sound Designer: Michael Anastasi
Head of Production: Whitney Fromholtz
Creative Director: Kelly Bayett

72andSunny launched a global campaign for Samsung, entitled “Next Is Now,” introducing the Galaxy S6 and Galaxy S6 Edge with the 60-second spot “Anticipation.”

The opening of the spot focuses on moments of anticipation: the curtain about to go up on a ballet, the line of scrimmage before the snap, the second before drop on an amusement park ride, British singer-songwriter Rita Ora in the studio about to record. These scenes are chosen to stand in for the reveal of the new Galaxy S6, which the brand undoubtedly feels for what it characterizes in AdAge as one of its biggest launches in recent years. Around the midway point of the ad, someone opens a box containing the new device, and the remainder of the spot focuses on its moments of anticipation being fulfilled. The global effort also includes digital, experiential, OOH and retail efforts.

Samsung teased the release of the S6 last month, with a 30-second spot from McKinney. 72andSunny’s most recent effort for the cleint was a pair of 90-second ads promoting Samsung’s SUHD TVs for the Oscars starring Keegan-Michael Key and Jordan Peele.

Carlsberg doesn’t do things half-ass. If the Danish brewer is going to do something, it will make it the best in the world—at least, according to three new ads that admit that might not actually be true at all.

The campaign, by 72andSunny in Amsterdam and the new Copenhagen office of New York’s MacGuffin Films, imagines what would happen if Carlsberg made erotic dramas, sang karaoke or taught language courses. In each, it would excel—”probably,” the ads say.

The campaign marks the return of the famous “If Carlsberg Did” theme after an absence of four years. “Carlsberg beer is made by natural, unique ingredients, and MacGuffin have helped us make these come to life in a refreshing and indulging way. Hereby, the beer itself is put on a pedestal, just where we think it should be. Probably,” says Carlsberg director of strategy and innovation Didrik Fjeldstad.

See the other spots below.

CREDITS
Client: Carlsberg
Spot: “If Carlsberg Did”
Agency: 72andSunny Amsterdam
Production Company: MacGuffin Films New York
Director: Nick Fuglestad
Exe. Producer: Sam Wool

So who wants to feel old today?

72andSunny created a Tinder-themed anti-smoking music video for truth (who selected the agency as its creative partner about a year ago) entitled “Left Swipe Dat” featuring all sorts of “YouTube celebrities” — most of whom anyone over the age of 20 hasn’t heard of. In case the target demographic wasn’t obvious enough, the age of the Tinder matches in the video offers another clue (almost always under 20).

The message of the ad is equally clear: smoking makes you less likely to get laid. Truth’s scare tactics use to involve illustrating cancer risks with body bags and calling out large tobacco companies for their history of manipulation. Now they involve telling teens they won’t get laid if they light up. After a brief introduction, the text “Fact: You get double the matches if you’re not smoking in your profile pics.” Then things get really over-the-top as singer Becky G launches into the “Left Swipe Dat” song. Between the myriad cameos from YouTube celebrities and references to Internet culture in general, the ad tries really hard to present anti-smoking sentiment as cool and smoking as a turn off. Of course, as has always been the problem with anti-smoking messaging to teens, this has the potential to backfire. While it may scare some into avoiding smoking so they can get some action, more rebellious teens may resent being so clearly targeted and light up anyway. Those of us born before 1994, meanwhile, will just walk away from this very confused (and feeling old).

Credits:

Client: Legacy
CMO: Eric Asche
VP, Marketing: Nicole Dorrler
Marketing Director: Mary Dominguez
Marketing Brand Manager: Jasmin Malone
Agency: 72andSunny
CCO, Partner: Glenn Cole
GCD: Mick DiMaria
GCD: Justin Hooper
Writer: Rebecca Ullman
Designer: Sarah Herron
Group Brand Director: Judson Whigham
Brand Director: Kristine Soto
Brand Manager: Everette Cooke
Brand Coordinator: Chelsea Gilroy
Chief Production Officer: Tom Dunlap
Director of Film Production: Sam Baerwald
Senior Film Producer: Marisa Wasser
Film Producer: Esther Perls
Director of Business Affairs: Michelle McKinney
Group Business Affairs Director: Amy Jacobsen
Business Affairs Manager: Amy Shah
Group Strategy Director: Matt Johnson
Strategy Director: Kasia Molenda
Strategist: Josh Hughes
Jr. Strategist: Spencer Adrian
Production Co.: DNA
Director: Director X
Partner: David Naylor
Executive Producer: Missy Galanida
Producer: Clark Jackson
DP: Omer Ganai
Casting: David Kang
Art Department: David Courtemarche
Editorial: Arcade Edit
E.P. Managing Partner: Damian Stevens
Executive Producer: Nicole Visram
Post Producer: Kirsten Thon-Webb
Editor: Nick Rondeau
Editor: Dean Miyahira
Assistant: Ryan Andrus
Post: Timber
Creative Directors: Kevin Lau & Jonah Hall
Executive Producer: Chris Webb
Managing Partner: Damian Stevens
Producer: Lauren Loftus
Digital Effects Supervisor: Nick Hiegel
Flame Artist: Miles Kinghorn, Lisa Tomei
Nuke: Josh Bolin, Krystal Chinn, Nick Hiegel
Roto/Tracking: Dylan Holden
Telecine: The Mill
Executive Producer: Thatcher Peterson
Colorist: Gregory Reese
Audio Mix: Lime Studios
Executive Producer: Jessica Locke
Mixer: Dave Wagg
Assistant Mixer: Adam Primack
Composer: Adam Schlesinger
Music and Talent Supervision: Jash
Executive Producer: Doug DeLuca
Executive Producer: Daniel Kellison
Executive Producer: Mickey Meyer
Executive Producer: Ty Braswell
Producer: Nick Veneroso
Producer: Celeste Hughey

Last week sources told us that household chemical behemoth Unilever plans to launch multiple creative reviews for its various brands, and today the corporation made a big change on the AXE account.

Various trade pubs report that creative for the client, which has been with BBH for nearly a decade, will now be run by 72andSunny with the agency’s Amsterdam office playing lead.

BBH’s “Hotel,” which debuted just over a month ago, looks to be the agency’s last work for the client; sources tell Adweek and others that 72 beat out R/GA, Lowe, 180, and the incumbent for the business.

2014’s “Make Love, Not War” Super Bowl campaign marked a large shift for the brand, which previously specialized in sexually-charged ads targeted to pimple-popping teenage boys. Sources claim that the new agency will focus on re-positioning the brand, so we assume that 72andSunny’s work for the Unilever client will not resemble its stateside campaigns for Carl’s Jr.

From ECD Carlo Cavallone:

We’ve reached out to 72andSunny for more details; updates when we receive them.