Agency A-List: 72andSunny, Los Angeles
SoCal shop knocks Apple off its perch and makes even war look funBy: Shareen Pathak, Published: Jan 15, 2013
Last year, 72andSunny had just begun to chip away at the fortress that was Apple marketing, thanks to a clever bunch of spots that took jabs at iPhone-toting hipsters. Now, you could say its jabs have turned to knockout punches, thanks to what was one of 2012's most viral campaigns, Samsung's "The Next Big Thing is Already Here."
While Apple fans have had a strong cult-like coterie for a long time, 72andSunny's mission was to create a "Samsung Nation" that could have its own fanboys (and girls.) The result was a series of on-point spots that showed off GS 3's innovative features while poking good- natured fun at those who hadn't switched yet. The timing of the campaigns always coincided with Apple OS product updates and the jokes never got cruel enough to turn off would-be Samsung adopters. It also collaborated with LeBron James for "LeBron's Day," a film that showed the basketball star going about his day ahead of a game that cleverly aired just before an actual basketball game.
And that wasn't all. For Activision, the SoCal agency continued to make waves, following up on last year's buddy-film, "The Vet and the N00b," starring Jonah Hill and Sam Worthington, with "Surprise," which featured the even more high-octane Robert Downey Jr., along with internet celebrity iJustine and French film star Omar Sy. That film was the culmination of a months-long campaign for Call of Duty: Black Ops III, which had notable moments with a web video by weapons vlogger FPS Russia "testing" out the futuristic weapons from the game, and a film starring real-life war experts Ollie North and P.W. Singer talking about the war of the future. That film, shot in a History Channel documentary-esque manner, turned out to be just another brilliant way to promote the film, which turned out to be kind of scary because the scenarios presented were entirely plausible. For both its big name clients, the agency churned out work that was truly creative, but also had that magic touch that raised sales and awareness of the brand itself.
The agency's partners, who we named to our 2012 Creativity 50, also made some key hires, including Frank Hahn of Wieden + Kennedy Tokyo and Shanghai, and Scott Trattner of Media Arts Lab.
Check out the other 2012 Creativity A-List honorees here.