Hasta La Creative!

72andSunny launched a campaign for Samsung, promoting the brand’s tie in with Avengers: Age of Ultron and the new Galaxy S6.

A couple of days ago the agency debuted “Marvel’s Avengers: Age of Ultron and Samsung Mobile present ‘Assemble’ Part 1,” and the follow-up was just released today. In the first offering, a young boy, a female engineer and Samsung ambassador athletes — Lionel Messi, professional surfer John John Florence, Green Bay Packers running back Eddie Lacy and pro cyclist Fabian Cancellara — are recruited for a secret mission via mysterious suitcases which match each to an Avenger. It’s revealed their mission is to become an avenger via VR training with the Samsung Galaxy S6 and Gear VR. At the end of the second video, the mission is extended to Avengers fans everywhere, who can engage in a virtual reality experience of their own via the Gear VR headset or on an Android device. The VR component was created in conjunction with VFX company Framestore, with guidance from Marvel.

72andSunny partner and executive creative director Bryan Rowles explained to AdAge, “We ended up with the idea that, whether you’re an athlete or a normal person, wouldn’t it be cool to be a superhero — wouldn’t it be cool to be an Avenger?”

After creating the two videos, however, the agency still felt like something was missing. “…we realized that the films weren’t leading you anywhere,” Rowles said. “They were dead-ends, so we thought it would be much more interesting if the films dropped you off into something you could participate in.” Rowles described the process as “super collaborative,” adding, “Between Samsung and Marvel, they were really open to doing something new…and creating a gift for fans of the Avengers, so they are able to geek out on even more through these mobile initiatives. That to me is the sticky part.”

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 Park, Gravity 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. continued…

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