Tracy Morgan blows up his house, a bar and a person in DAZN's explosive brand campaign

360i's funny film directed by Tom Kuntz highlights sports streaming platform as alternative to more expensive options

Published On
Sep 18, 2019

Editor's Pick

Sports streaming platform DAZN has enlisted funnyman Tracy Morgan to spread its message: The old, expensive ways of watching fights are totally over. 

The new campaign, DAZN's first brand work from 360i, includes this anthem film showing the comedian illustrating the company’s offering by detonating a bar, his house, a computer and, well, you’ll see. 

Morgan puts it simply: “At DAZN (incongruously pronounced “Da-Zone”), we don’t think you have to pay a huge cover charge to watch a fight—in a bar. That’s why I’m going to blow up this bar.” (Bar then combusts behind him).

He moves on to saying how you shouldn’t have to shell out a ton on pay-per-view to watch at home. (His slick mansion in the background then bursts into smithereens).

The conceit continues to escalate to a delightfully absurd degree. The inane plot, casting choice of Morgan and comedic finesse of director Tom Kuntz of MJZ (Old Spice, DirecTV, Skittles) are an inspired combination. The campaign is also an unexpectedly “traditional” move from 360i, an agency best known for its digital and social innovations. 

Ultimately, the point of the campaign is to underscore DAZN’s more budget friendly offering: 100+ fight nights a year for less than $100 (by comparison, pay-per-view UFC fights cost about $60 for subscribers to ESPN+). 

Though boxing and MMA currently dominate DAZN’s U.S. lineup, the service is poised to take on other providers as major sports contracts open up in the near future.
 

Credits

Date
Sep 18, 2019
Client:
DAZN
Agency:
360i
Director:
Tom Kuntz
Production Company:
MJZ
Chief Creative Officer:
Menno Kluin
Executive Creative Director:
Frank Cartagena
Executive Creative Director:
Sam Shepherd
ECD Writer:
Ian Reichenthal
Creative Director:
Darren Borrino
Creative Director:
Rob Rutherford
Sr. Copywriter:
Dany Rothemund
Sr. Art Director:
Caitlin Harsch
Head of Integrated Production:
Carissa Ranelycke
Executive Producer:
Ed Zazzera
Chief Strategy Officer:
Raig Adolfo
Strategy Director:
Sean Flynn
Account Director:
Courtney Jones
Director:
Tom Kuntz
President:
David Zander
Sr. Executive Producer:
Eriks Krumins
Head of Production:
Janet Nowosad
Producer:
Laurie Boccaccio
Editorial Company:
Mackenzie Cutler
Editor:
Gavin Cutler
Executive Producer:
Gina Pagano
Assistant Editor:
Brendan Hogan
Sound Designer:
Marc Healy
Visual Effects:
Method Studios
Sr. Executive Producer:
Jesse Kurnit
Producer:
Alexa Mauro
Production Coordinator:
Kyle Fader
VFX Supervisor:
Doug Luka
VFX Supervisor:
Ivan Guerrero
VFX Supervisor:
Myung Lee
FX Supervisor:
Tomas Slancik
Comp Supervisor:
Ryan Leonard
Flame Lead:
Mario Caserta
2D Artist:
Mark Woit
2D Artist:
Urosh Otashevich
2D Artist:
John Mangia
2D Artist:
David Marte
2D Artist:
Chad Herrada
2D Artist:
Ed Lopez
3D Artist:
Jeongyon Son
3D Artist:
Ryan Hussain
3D Artist:
Ehsan Parizi
3D Artist:
Da Suel Kim
3D Artist:
Irene Kim
3D Artist:
Brian Dinoto
3D Artist:
Orges Kokoshari
3D Artist:
Chris Devito
3D Artist:
David Derwin
Design:
3D Artist

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