Best of 2016 No. 2 Integrated/IX: Frank Underwood of 'House of Cards' Hijacks the Presidential Campaign

Campaign Tapped Into the U.S. Election

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Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At No. 2 in Integrated/IX, Netflix and BBH New York hijacked the presidential election to promote its own candidate, Frank Underwood of "House of Cards" with a campaign whose elements ran alongside real-world political goings on. First, during the Republican Candidate Presidential Debate, this channeling Hal Riney's classic "It's Morning in America" ran. Later, Netflix erected a real-world campaign headquarters for Underwood in South Carolina, to concur with the real-world Republican Candidate Presidential Debate.

The effort earned the integrated Grand Prix at Cannes this year. Jury member and Deutsch North American Chief Creative Officer Pete Favat said the "House of Cards" campaign used great marketing to leverage the what he called the "shitstorm" over the U.S. election.

Read more about the campaign over at AdAge.com.

Original story:

Last night on CNN, a surprise contender hijacked the Republican Candidate Presidential Debate to promote his own platform, Frank Underwood of Netflix's "House of Cards."

A cheesy campaign video (looking these days like the other run-of-the-mill political promos out there but, as one reader pointed out, taking cues from Hal Riney's famous "It's Morning in America,") aired during the first hour of the program. It could have been shilling for any of the candidates, cutting together proud patriotic scenes from around the country with an inspiring voiceover:

"It's a new day in America. Today, more people will go to work, return home to their families and sleep more soundly than ever before all because one man refuses to settle, putting people before politics. That man is Frank Underwood."

Kevin Spacey's character then appears. "America, I'm only getting started," he says. "I'm Frank Underwood and I approve this message."

The ad, created out of BBH New York, promotes Season 4 of the show and directs viewers to a website, FU2016.com, which invites visitors to "join" his movement and support such issues as "dishonesty," "inequality" and "entitlement."

Frank Underwood also made another surprise appearance earlier this year in China, for Alibaba.

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About

Credits
Date
Dec 16, 2015
Agency:
BBH New York
Client:
Netflix
Creative Chairman:
John Patroulis
Creative Chairman:
John Patroulis
Chief Creative Officer:
Ari Weiss
Chief Creative Officer:
Ari Weiss
Executive Creative Director:
Gerard Caputo
Executive Creative Director:
Gerard Caputo
Creative Director:
Dave Brown
Creative Director:
Dave Brown
Creative Director:
Daniel Bonder
Creative Director:
Daniel Bonder
Creative Team:
Alexandra Sobiecki
Creative Team:
Alexandra Sobiecki
Creative Team:
Taylor Marsh
Creative Team:
Taylor Marsh
Communications Planner:
Megan Piro
Communications Planner:
Megan Piro
Strategy Director:
Mark Aronson
Strategy Director:
Mark Aronson
Business Lead:
Alison Moser
Business Lead:
Alison Moser
Head of Integrated Production & Technology:
Carey Head
Head of Integrated Production & Technology:
Carey Head
Head of Content Production:
Kate Morrison
Head of Content Production:
Kate Morrison
Senior Producer:
Christina Carter
Senior Producer:
Christina Carter
Production Company:
Reset Content
Production Company:
Reset Content
Director:
Wally Pfister
Director:
Wally Pfister
Managing Director:
Dave Morrison
Managing Director:
Dave Morrison
EP:
Jeff McDougall
EP:
Jeff McDougall
Production Service Company:
Birds + Stone
Production Service Company:
Birds + Stone
Line Producer:
Cassia Hoffman
Line Producer:
Cassia Hoffman
DOP:
Bryce Fortner
DOP:
Bryce Fortner
Post Production:
The Mill
Post Production:
The Mill
VFX Supervisor:
Jimmy Bullard
VFX Supervisor:
Jimmy Bullard
Editor:
Matt Murphy
Editor:
Matt Murphy
Edit House:
Exile
Edit House:
Exile
Executive Producer:
Carol Lynn Weaver
Executive Producer:
Carol Lynn Weaver
Producer:
Melanie Gagliano
Producer:
Melanie Gagliano
Assistant Editor:
Tara Wall
Assistant Editor:
Tara Wall
Sound:
Tom Jucarone/Sound Lounge
Sound:
Tom Jucarone/Sound Lounge
Music:
APM Music "Self Belief"
Music:
APM Music "Self Belief"
Agency Digital Producer:
Simon Joseph
Agency Digital Producer:
Simon Joseph
UX Director:
Kelly Bignell-Asedo
UX Director:
Kelly Bignell-Asedo
Digital Production Company:
North Kingdom
Digital Production Company:
North Kingdom

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