Agency A-List 2016

Creativity Innovators: BBDO New York

A Heartrending PSA, New Additions to The Brady Bunch, and Marshawn Lynch for Pepsi

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BBDO New York captured Super Bowl hearts once again with "You're Not You When You're Hungry" for Snickers with a spot featuring the "Brady Bunch" with cinematic bad guy Danny Trejo inserted into a scene as Marcia. The campaign cleverly teased Trejo's appearance before the Super Bowl, but added an extra special element on game day: Steve Buscemi as Jan.

Inspired casting also contributed to the success of a Pepsi spot featuring NFL star Marshawn Lynch. Lynch is famously "allergic to speech," so the ad had him lip synch to words spoken by an actress. Released online, it was picked up by national media including The Today Show and then moved to TV.

BBDO also kept up the non-stop laughs for Foot Locker. Having first featured Manny Pacquaio in a Foot Locker commercial in late 2014, the agency followed up with another spot that aired a week before his actual fight against Floyd Mayweather in April, with a confused Pacquaio once again getting hysterical.

If that wasn't enough, the agency's "Close to Home" spot for AT&T's "It Can Wait" campaign literally "broke" Creativity and Ad Age's website after a surge of video views. The gut-wrenching tale of how a moment of distraction at the wheel can wreck multiple lives, its ingenuity lay in the way it drew us into the world of the "culprit," a loving mom who glances down at her phone for a few seconds to make a cute social media post.

Yet the shop's creativity went beyond TV and film. BBDO also impressed us with work for Lowe's, bringing its Vine videos to life in animated window displays at one of its first two Manhattan locations, and a gorgeous print and poster campaign for Sneaker Freaker magazine (a Bronze Lion winner at Cannes) illustrating the dreams of people who are passionate about their sneakers.

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