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.
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.