Mad Injection Spoofs Hollywood for IFC and VW

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John Cameron Mitchell has a run-in with Hollywood for IFC and VW.
After making news with a clever -- and controversial -- graffiti-inspired campaign for Manhattan Mini Storage, Mad Dogs & Englishmen spin-off Mad Injection comes through again, this time for IFC and Volkswagen. The shop recently created two spots -- directed by Harvest's Baker Smith -- promoting VW's sponsorship of Escape from Hollywood, a twice weekly film showcase hosted by Hedwig and the Angry Inch creator John Cameron Mitchell. In both, Mitchell literally escapes from Hollywood stereotypes when he has run-ins with living clich├ęs.

In one, we see Mitchell at a stoplight -- looking very much like the twentysomethings that turn up in VW ads -- where he is challenged by a macho tuner whose overdone dialogue mocks everyone from Sly Stallone to Vin Diesel. In a second, a distressed heroine confronts Mitchell at the gas pump with a string of portentous propositions, and ultimately accuses him of being an alien (an alternate version makes good on this sci-fi premise with wild visual effects) as he quickly drives away.

Mad Injection was launched less than a year ago as a project-based creative division, says chief creative officer Mikal Reich, to take advantage of opportunities that are out there -- particularly in a slow economy -- that aren't agency of record assignments. "Our concept for Mad Injection is that we're trying to do this kind of intelligent creative for any company and every company," he says. "Intelligence shouldn't cost more money."

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