Para promover “Onslaught”, o primeiro DLC de “Call of Duty: Ghosts”, um vídeo de quase cinco minutos de duração apresenta o conceito de CODnapped.
É um sequestro das vida cotidiana de todos aqueles que preferiam estar jogando videogame, em vez de estudar, trabalhar, jantar com a família, sair com a namorada, e tarefas afins. O CODnapped te entende, o salvando de pessoas que não se importam se você, no fundo, está pensando em matar inimigos online e atirar na cabeça de alienígenas.
Essa é a terceira campanha de “CoD: Ghosts”. Em outubro saiu um videoclipe com Eminem, e, em novembro, James Mangold dirigiu “Epic Night Out”. Tudo com criação da 72andSunny.
O lançamento de “Onslaught” será no 28 de janeiro, para Xbox 360 e Xbox One.
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:
Andy Freeman: Tugboat deckhand from Eagle Harbor, Wash.
Brandon Harris: Cattle rancher and EMT from Manvel, Texas.
In a lot of ways, 2013 was an amazing year for the portrayal of women in advertising. Ogilvy's "Real Beauty Sketches" for Dove sparked a massive discussion of self-image and the definition of beauty. UN Women's "Autocomplete Truth" campaign brilliantly highlighted inequality worldwide. GoldieBlox created a viral anthem for girl empowerment (while admittedly fostering some avoidable ill will along the way). And a Pantene ad from the Philippines took issue with gender hypocrisy in the workplace.
But not every ad in 2013 was a coup for feminism. Today, we look back at some of the more egregious examples of negative stereotypes about women from ads around the world this year. Some might bother you more than others, but either way, it's a debate worth having.
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.
“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.
We are now in the season of LeBron James commercials. He’s like Victor Cruz, only taller, better, richer, and not a Time Warner Cable lackey. If you happened to watch the opening night of the NBA season, you saw three different LeBron endorsements, including a new two-minute Samsung spot (:60 version with just the family after the jump) that gives viewers a glimpse into the family life of the best basketball player in the world.
If you care about such things, you may remember last year’s Samsung/LBJ launch, which also premiered on opening night as the Miami Heat were getting their first set of rings. That 2012 spot was more about LeBron and his friends ruling Miami in barber shops and ice cream trucks. This year’s version is all about LeBron and his family: his sons hanging out in the pool or on a driveway basketball court as his wife films from a Samsung Galaxy. ”The Next Big Thing is Here” flashes on the screen as LeBron’s son celebrates after swishing a jump shot. We get it, but it’s still fairly interesting to let two little boys take some of the spotlight away from the real star.
The spot is an easy watch, a relaxing tone that rubs off on the viewer. Life is good for LeBron, and even though I typically prefer product-focused ads to lifestyle ads, when the spokesman is one of the most famous people on the planet, customers may take notice. Smiles all around and credits after the jump.
Another day, another commercial from the Call of Duty: Ghosts marketing blitzkrieg. “Faboom,” a 40-second spot for UK audiences comes from 72andSunny and shows regular folk reenacting their favorite moments from the game at work, out to dinner, even in the doctor’s office during a proctology exam – well played, 72.
The spot comes a week after Eminem premiered his “Survival” music video that also acts as a Call of Duty promo. “Faboom” doesn’t have any white rappers – however, most of the people in the commercial happen to be white – but despite the lack of celebrity punch, the energy and occasional humor gives this ad a universal feel that should work whether televised or shown online. The clip evokes a bit of the Dave Chappelle skit about a real-life version of Grand Theft Auto. Clearly, the sentiment has aged well, and appealing to the human connection to video games, rather than just showing out-of-context graphics for 30 seconds, seems to be the new go-to technique for gaming ads. Call of Duty: Ghosts comes out September 5. Credits after the jump.
A parceria entre Activision e Eminem começou lá em 2009, com “Call of Duty: Modern Warfare 2″, e não parece dar sinais de acabar. A nova música do rapper – “Survival” – já estava confirmada como trilha sonora e utilizada trailer de “Call of Duty: Ghosts”, e hoje ganhou uma nova peça importante.
O clipe oficial de “Survival”, com quase cinco minutos de duração, é basicamente um grande comercial do game. Foi criado pela agência 72andSunny, a mesma responsável pelas campanhas da milionária franquia FPS.
O vídeo não apenas se apropria de uma estética militar/rebelde, presente em “CoD: Ghosts”, como também exibe diversas imagens do jogo no plano de fundo.
As we've mentioned before, Activision and Interscope brought together two of its juggernaut franchises—Call of Duty and Eminem—for a cross-marketing push promoting the game's new Ghosts title and the rapper's upcoming album MMLP2 (short for Marshall Mathers LP 2). Today, the music video rolled out for Eminem's song "Survival," which is on the Call of Duty: Ghosts soundtrack. The video, which is a collaboration with Activision agency 72andSunny, is basically a four-and-a-half minute commercial for the game, with footage from it sprinkled throughout. (Ant Farm supplied the gameplay footage for the spot.) Eminem worked with Activision in 2009 on Modern Warfare 2 and in 2010 on Black Ops. For much more on the partnership, check out Sam Thielman's earlier story, linked above. For the video, see below (warning: explicit lyrics).
It used to be that music video premieres from popular artists were a highly anticipated event. You know, back when MTV actually showed music videos, and before songs were streaming the second they were released. Now they’re advertisement fodder, as evidenced by Eminem’s new music video that doubles as a Call of Duty: Ghosts spot. Since August’s Call of Duty: Ghosts’ trailer featured Eminem‘s single “Survival” in the background, Slim Shady’s new single “Survival” features Call of Duty: Ghosts in the background. Tit for tat if you will.
The latest in the partnership between Activision, 72andSunny, and Eminem features projected footage from the game in the background as Eminem does his thing, in a (kind of) new song about surviving adversity. “This is survival of the fittest,” goes the songs’ chorus, doubling as a tag line for the aforementioned game, in which “the fittest” is some acne-scarred high school freshman who spends all his free time playing first person shooters while downing Doritos and energy drinks. There’s obviously some audience overlap between the popular shooter and the hip-hop vet, and this partnership takes advantage of that.
Since the launch of the new Call of Duty game is, arguably, more hotly anticipated than a new Eminem video, you may wonder why the game is featured so much in the background, but whatever the case, this is Eminem’s show. You could argue that he’s using the association with the game to sell his music at least as much as he’s helping to sell the game, so it works out pretty well for all parties involved. It’s really easy to overlook the COD footage unspooling in the background, especially since (if I’m not mistaken) the title of is never mentioned. But then that game’s fanboys will undoubtedly have remembered the song from the Call of Duty: Ghosts trailer, which may be why they’re watching the video in the first place. And anyone who can’t tell what the game in the background is probably isn’t buying the new Call of Duty in the first place.
The mix of violent gaming and explicit rapping should anger a few parents, so this video/spot has that going for it… Credits after the jump.
72andSunny pays homage to sci-fi and television history in their new campaign for Samsung Galaxy Gear.
The spot “Evolution” traces the evolution of wristwatch communication, from Dick Tracy and Star Trek to Inspector Gadget and even Predator. The spot ends with the text “After All These Years It’s Finally Real” before introducing Samsung’s latest product. It’s a fun way to highlight the evolution of modern technology and say “The future is now” while making Galaxy Gear seem pretty cool.
A second spot, “A Long Time Coming” pays similar homage, showing characters talking into their wrist pieces in rapid succession. It’s not quite as strong as “Evolution” and perhaps more than a touch too similar to the iPhone’s “Hello” spot, even if it does touch some similar bases.
The Samsung Galaxy Gear is available now for the futuristic price of $299. Knight Rider not included. Check out the second spot and “Evolution” credits after the jump.
The smart watch—it's not just the stuff of science fiction anymore! But Samsung takes you back to the sci-fi wrist gadgets of yore (or rather, of the future) in this highly enjoyable new spot from 72andSunny for the new Galaxy Gear. Fictional watches from shows like The Jetsons, Star Trek, Dick Tracy and Inspector Gadget remind you just how long we've been waiting for this technology to arrive. Interestingly, in its use of clips from old TV shows and movies, this creative approach is similar to—though in some ways the inverse of—Apple's very first iPhone commercial. Whereas this new spot suggests we're catching up to the watches of the future, that one said we were saying goodbye to the phones of the past. See two more new Galaxy Gear spots below. (The "Evolution" spot is by 72andSunny; the "In the Wild" video is not.)
Carl's Jr. (aka Hardee's for those of us on the East Coast) has Miss Alabama USA, aka Katherine Webb, indulge a very important "Game Day Fantasy"—something with which she is quite familiar—by messily eating a giant burger in this new ad from 72andSunny. A Buffalo Blue Cheese Burger, to be precise. Seriously, the thing gets all over her. It's gross, and the whole situation makes her look more slovenly than sexy. I get that they're trying for the Paris Hilton/Kate Upton effect, but much like the burger they're selling, it's too much and not in a good way.
Carl’s Jr. and 72andsunny have a great thing going. They do “food porn” really well, and now have a patent on the “stuff a sandwich in your sexy face” thing.
Hey, they’re able to make fast food look good on TV and that’s an accomplishment. Not one that needs another stupid award, but an accomplishment nevertheless.
I’m thinking you’d like to see your own TV spot in this space. Am I right?
We get worked over pretty good by PR people in the employ of various ad agencies. Some of it I welcome, most of it I reject. My thought is this: thousands of agencies are doing work in the shadows, heads down, noses to the grindstone. These shops don’t bother to promote their work. Their websites are always out of date. The agency blog is in tatters. We all know who we’re talking about.
If you see yourself in the above description, bust out for a second. Send a link to your latest spot or campaign. We’ll only rip it to shreds when made to do so by our evil twins. The rest of the time, we’ll repost it to Facebook. From their the cream rises to the blog. See above.
In this Call of Duty: Ghosts trailer, Jake and Amir from CollegeHumor give us a preview of the action-packed prestige edition of the game. It includes a paracord strap, a Steelbook, and an HD Tactical Camera. “Naturally, we’re going to do what you do when you have a badass tactical camera strapped to your head,” the boys say. I realize I’m definitely not a video gamer when I have no idea what the next step will be. Parkour? Surveillance?
“We’re going to breach some stuff!!” Jake and Amir proceed to burst through doors, elevator doors, garden gates, and bathroom stalls, entering unexpected scenarios as they go. The best part is when they’re the uninvited guests at a little princess’s tea party. “Hi guys!” she squeaks, and we see them taking a moment to sip out of miniature purple plastic cups. The whole thing is a fun idea, far better than watching a fictional character slaughter everything in his path while the new Eminem single “Survival” plays. If only we all had disposable screen doors and wacky neighbors worthy of tactical camera footage. As it is, mothers should prepare for the onslaught of their teenage boys trying to karate chop the front door.
The future of TV is evidently here, and a new series of spots from 72andSunny for Samsung portray the typical American family coming to terms with the fact that they will forever be enslaved to the glowing rectangle in their living room, especially considering that it now hooks up to the Internet.
Yes, Samsung’s smart TV comes with a remote that turns the set on when you hold it up to your mouth like a microphone and say “Hi, TV.” Useless? Maybe, until you consider that crippling loneliness that most of us endure. It’s nice to be able to talk to someone sometimes, you know? Even if it is just a TV. A nice, friendly TV who you can tell your problems to and routinely greet.
Samsung is also offering an “Evolution Kit,” which you can stick on the back of your grandfather’s TV. Of course, being a total grandpa, gramps will inevitably turn the conversation into one about his hip. Silly grandpa! Always talking about his fake hip. What a total grandpa move. One more spot, which features the grandpa and the dad watching Star Trek, and credits follow after the jump.
You would think the epic-ness of a Strawberry Pop-Tart Ice Cream Sandwich would speak for itself. But just to be safe, Carl's Jr. has layered its new ad (via 72andSunny) for the dessert treat with breathless commentary from the blogosphere and perhaps the most awe-inspiring soundtrack around: Richard Strauss's "Also Sprach Zarathustra," otherwise known as the theme from 2001: A Space Odyssey. Can the product possibly stand up to this grand teaser? Judging by the early reviews, yes—yes, it can.
UPDATE: Carl's Jr.'s sister brand Hardee's rolled out a new spot from 72andSunny today—for the Texas Toast Breakfast Sandwich, featuring bull rider and Texas native Douglas Duncan. See that spot below.
You plug Google's new $35 Chromecast dongle into the back of your TV set to wirelessly stream Internet video on a larger screen. "For Bigger Fun," this minute-long commercial by 72andSunny, shows all kinds of people doing just that. They watch mainly Hollywood fare (Charlie Chaplin, Austin Powers, etc.) or candid footage from their own lives. In a way, this is the YouTube generation coming full circle, as we can now broadcast ourselves onto our living-room screens and enjoy a stripped-down version of old-school TV stardom. The spot works hard to portray Chromecast as an enjoyable shared experience, though watching people watch TV isn't that exciting. The music, "Zorba the Greek," sets my teeth on edge. It reminds me of the bloody bouzouki that drones on and on and on and on in Monty Python's "Cheese Shop" sketch. Now there's some video worth streaming! Bottom line: Dongle's a funny word. Kind of.
It was only a matter of time. YouTube's gurus of gluttony, the EpicMealTime guys, have partnered with the burger pornographers at Carl's Jr./Hardee's to promote the chain's new Super Bacon Cheeseburger. EpicMealTime host Harley Morenstein, fresh off a stint as AdFreak's guest judge of the world's grossest fast-food abominations, joins costar "Muscles Glasses" (aka Alex Perrault) in a series of TV and Web-only clips from 72andSunny unveiling the new burger. The promotion will also feature placement on EpicMealTime's YouTube channel, and customers can reportedly request an "epic" upgrade that ratchets up the bacon count from six strips to 12. The burger's actually pretty wimpy by EpicMealTime standards, but it's good to see that at least one chain was willing to embrace the show's gleeful gluttony. Check out one spot below and another, plus credits, after the jump.
CREDITS Client: Carl's Jr./Hardee's Campaign: "Bacon to the 6th Power"
AGENCY: 72andSunny Glenn Cole – Chief Creative Officer/Partner Matt Jarvis – Chief Strategic Officer/Partner Mick DiMaria – Creative Director Justin Hooper – Creative Director Rebecca Ullman – Jr. Writer Sarah Herron – Designer Sam Baerwald – Director of Film Production Molly McFarland – Senior Film Producer Brooke Horne – Film Producer Matt Johnson – Group Strategy Director Josh Hughes – Strategist Latanya Ware – Business Affairs Manager Sherri Chambers – Group Brand Director Alexis Varian – Brand Director Mandy Hein – Brand Manager Tim Sekiguchi – Brand Coordinator Melissa Harris – Sr. Print Producer Emily Hodkins – Communications Manager
Production Company: Christina Productions Justin Hooper – Director Christina Ritzmann- EP Jenny Lenz- Line Producer
Sure, 72andSunny and Samsung have had some fun comparing the latter’s smartphones to Apple’s in recent years, but in the last several months, it seems like the brand’s finally getting over their complex and showcasing the product line on its own. First, they highlighted the Galaxy S4 with a graduation-centered campaign. Now, they’re showcasing new features for Father’s Day with “hip dads in action.”
In “Swaddle Master,” a befuddled father learns the tricks of the swaddling trade via Smart Pause YouTube. With “Quick Snooze” (below), meanwhile, the same cardigan-wearing dad watches the game with his little one at the end of the day. As his eyes droop shut, the game pauses. He reopens them and it picks up where he left off.
Though this creative work may not go viral or win awards, showing the practical (and less glamorous) application of the S4’s features will perhaps win the hearts of young parents everywhere. On a special occasion like Father’s Day, maybe hitting your target audience is enough?
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
Post originalmente publicado no Brainstorm #9
