22squared Jumps Cheeseburgers for Krystal

Agency 22squared teamed up with production company Tool and director Geordie Stephens to launch a new campaign for Atlanta-based burger chain Krystal with the 30-second “Cheese Lovers Death Metal Minibike Jump.”

The spot launches features some suburban kids blasting some metal and setting up a bike jump over a pyramid of Krystal burgers. Their resident Evel Knievel sets out to clear the jump and everything seems to be going according to plan, until suddenly it isn’t. Ending with the tagline “Stupid Good,” it’s evident the spot was built around the line with its (intentionally) stupid humor. “Cheese Lovers Death Metal Minibike Jump” is just the beginning of the campaign, as a handful of spots will roll out throughout 2015, presumably featuring similarly lowbrow humor.


Client: Krystal
Chief Marketing Officer: Jason Abelkop
Director of Marketing Communication: Angela Johnson

Agency: 22squared
Chief Creative Director: John Stapleton
Creative Director: Curt Mueller
Copywriter: Bobby O’Neill
Art Director: Peter Kehr
Director of Integrated Production: Matt Silliman
Executive Producer: Bryan Jameson
Executive Group Director: Ed Klein
Account Supervisor: Katie Hunter

Production Company: Tool
Director: Geordie Stephens
Managing Director – Live Action/EP: Oliver Fuselier
Managing Director – Digital: Dustin Callif
Executive Producer: Rob Helphand
Producer: Jeff Tanner

Editorial Co.: Cosmo Street
Editor: Tessa Davis

New Lowe Campbell Ewald Campaign Marks Beginning of the End for ‘Got Milk?’

Lowe Campbell Ewald marks the end of an era today, with their campaign for Milk Processor Education Program (MilkPEP) offering up a new tagline that shifts away from the iconic “Got Milk?” line that seems like it’s been around forever.

Although the “Got Milk?” tagline will still be used in some markets, such as California (where the processors are reportedly still with Goodby), the campaign is largely fazing out the popular tagline in favor of “Milk Life” — which may or may not be inspired by “Thug Life.” Lowe Campbell Ewald’s multi-million dollar integrated campaign focuses on milk’s health benefits (fitting the new tagline), most notably as a strong source of protein.

“Got Milk has very high awareness,” Sal Taibi, president at Lowe Cambell Ewald, New York told AdAge, “But we have a new strategy. We have a new message and we just felt we needed a new approach.”

At the heart of the “Milk Life” campaign is the new anthem spot featured above, which “spotlights everyday moments of accomplishment, achievement and enjoyment, showing milk with the latest in graphic and animation technology to bring to life how families who include milk’s protein at breakfast make the most of their day.” The obviously high-budget visuals are impressive enough, and the spot is fairly well put-together, but I’ve got to say I really miss the milk mustaches. In addition to the 30 second anthem spot, the campaign also includes “print, TV and digital advertising, consumer and retail promotions, public relations and social media” — presumably also devoid of milk mustaches. The “Milk Life” campaign also marks the first work to come out of Lowe Campbell Ewald’s recently opened New York office. Stick around for credits after the jump, and let us know what you think of the new direction in the comments section. continued…

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Macklemore, Ryan Lewis Bring Grammy Life to NYC Bus

Most likely, this video of Macklemore and his Jazzy Jeff shadow Ryan Lewis is a staged marketing effort from TBWA\Chiat\Day LA to promote the 56th Grammy Awards. The two musicians hop on a New York City bus with a boombox and start performing an impromptu concert full of Macklemore’s signature exuberance and corny hand movements. The riders on the bus start dancing and feeling the music – the bus driver even starts clapping on (probably fake) closed circuit footage.

I’d probably react the same way if Macklemore came on the crosstown bus. But you know how I know it’s not real? Because if anyone came on NYC public transportation with a boombox and started making noise, there will undoubtedly be at least two people who hate it and tell them to shut it off before they turn into depressed and sarcastic versions of the Hulk.

But whether it is real or not, the question everyone wants to know is: where is Ray Dalton? Credits after the jump.


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