72andSunny has gradually established a reputation as one of the hottest creative shops in the US, coming up fast behind and alongside what are now sister agencies CP+B and Anomaly. All three launched originally as independents, before becoming subsidiaries of marketing services group MDC Partners. 72andSunny's founding partners have an impressive pedigree - before launching their own agency in 2004 in Los Angeles they had headed up Wieden & Kennedy's European office in Amsterdam. That got the new agency off to a good start with some high profile projects from Nike; then they grabbed attention with campaigns for Samsung and Activision's Call of Duty game, and attracted a host of prestigious new clients including Google, Target and Starbucks. The agency was acquired by MDC in 2010. It maintains an office in Amsterdam alongside the LA HQ. A New York office opened in 2014, and two outposts opened in Asia Pacific in 2017 in Sydney and Singapore. John Boiler, one of the three original co-founders, remains as co-creative chairman alongside co-founder Glenn Cole. Matt Jarvis was named as global CEO in early 2017. AdAge estimated global revenues of $153m in 2016, putting it neck-and-neck with CP&B as MDC's biggest business. AdAge named 72andSunny as its Agency of the Year for 2012, and it is a regular feature on the trade bible's annual A-List; Adweek named it Agency of the Year for 2013. Adbrands does not currently profile this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Capsule checked 3rd April 2018
Adbrands Social Media 29th Mar 2018: "We Who Reign". My cap, my cap, my kingdom for a dope new cap! Some cool juxtapositions of classical and modern from 72andSunny in a smart campaign for New Era, now the world's biggest manufacturer of headwear, to mark the start of the new Major League Baseball season. Incredibly, New Era services around 500 different sportswear licenses, but that iconic NY logo is the one everyone wants. Fans of anyone other than the Yankees may be a bit peeved that they get such short shrift in the ad by comparison, but at least the LA Dodgers, Houston Astros, Chicago Cubs and Seattle Mariners get a few seconds of face time, courtesy of their respective star players. Music is by Mike WiLL Made-It.
Adbrands Weekly Update 11th Jan 2018: Ads of the Week "Masters of Pasta". You'd think Roger Federer would have developed some acting skills after so many years of product endorsement commercials. But no, that shy demeanour and goofy half-smile is still fixed in place for this otherwise entertaining extended spot for Barilla pasta from 72andSunny Amsterdam. Michelin-starred chef Davide Oldani, on the other hand, delivers a masterful performance (though he would almost certainly struggle to win a point against RF on the court).
Adbrands Weekly Update 21st Dec 2017: Ads of the Week: "Year In Search 2017". What a year it's been! And still two weeks to go. Let's hope there's nothing too important still to be added to this fine round-up of the past 11 and a half months of Google searches from 72andSunny and Google Brand Studio. It serves as a fitting memorial to the many terrible events that have taken place, but ends with an upbeat message of hope. How indeed do we move forward?
Adbrands Social Media 21st Nov 2017: "Calling All Creators". No that's not Jesus in the new Adidas ad from 72andSunny, but clearly David Beckham has a new role model of his own. And what's with Lionel Messi - blink and you'd miss him - and his luxurious new beard? Adidas brings together all its various brand ambassadors for a (rather unconvincing) dinner table chat about creativity. Scripted lines are dutifully recited by the largely tongue-tied stars. There are too many to name, but they include model Karlie Kloss and fashion designer Alexander Wang, less familiar faces like US women's soccer star Lindsey Horan and rapper Pusha T as well as regular Adidas reps like Pharrell, Paul Pogba, James Harden etc etc etc.
Adbrands Weekly Update 23rd May 2017: Ads of the Week: "Is It OK for Guys...?" The latest campaign from 72andSunny Amsterdam for Unilever's Axe/Lynx digs even deeper into the self-esteem concept already mined so effectively by Unilever stablemate Dove. The agency's debut campaign for Axe acknowledged for the first time that the product isn't just for straight guys; it goes even further here. The basic message is of course, "be anything you want, just be yourself". That's highly commendable. Better still would be if the the ad didn't just ask "Is it ok...?" but also answered "Yes it is..."
Adbrands Weekly Update 6th Apr 2017: Ads of the Week: "Shredded". In this sublime spot for Tillamook, the guys at 72andSunny had lots of fun coming up with names for the pathetic excuses for cheese shreds sold by other manufacturers. Now *this* - this is shredded cheese as it's *meant* to be. Blessed are the cheesemakers, said Monty Python, and it was Tillamook they were talking about. Also, a special tip of the hat to whoever was responsible for that superb backing track. Proof once again that the right choice of music is key to a fine ad.
Adbrands Weekly Update 30th Mar 2017: Ads of the Week: "Carl Hardee Sr Returns". You know US fast food chain Carl's Jr/Hardee's? (The menus are identical. The name you get depends on where in America you live). It's the one whose ads have for years famously (infamously?) featured bikini-clad models fondling juicy dripping burgers? Whose CEO Andy Puzder resigned to become Trump's pick for labor secretary, but then dropped out as a result of negative headlines? The chain got its fair share of bad vibes from that saga too, so they've unveiled a full relaunch. Longtime agency 72andSunny has invented a brilliantly funny back story to "explain" the revamp. It's entirely fictitious; and nothing to do with Puzder's departure, but that little detail definitely adds to the fun. Enjoy!
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