The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Influencer Marketing / Multi-Channel
Annual ID
OS_SM20_100M
About the Work
TV ads for TVs are all pretty much the same, touting the same tired tech specs with the same tired visuals of nature. So to promote our super big Samsung QLED TVs, we knew we had to go way bigger, to do a completely different kind of ad for a TV. So we didn’t do one at all. Instead, we created a social film, specifically created for the meta world of the internet: the world’s first ad-within-an ad-within-an-ad. That’s right, in our social film, the undisputed hero of social, Ryan Reynolds, explains that the QLED TV is the only screen big enough for the launch of his new Netflix film ‘6 Underground.’ But he doesn’t stop with an-ad-within-an-ad. No, just as he’s done touting his new movie on the QLED, the ad gets hijacked by an ad for his other endeavor: Aviation Gin. The online film dropped on Twitter, was promptly retweeted by Ryan, Netflix, Aviation Gin, all sharing their side of the story, promptly blowing up the internet at large. Not bad for a simple ad. Within an ad. Within an ad.
2020 Awards
Total Points: 2
Merit
Credits
Agency
adam&eveNYC / New York
Client / Brand
Samsung / New York
Netflix / New York
Aviation Gin / New York
Production Company
Escape Velocity / New York
Maximum Effort / New York
Music / Sound Production Company
Wave Studios / New York
Post Production Company
Company 3 / New York
Chief Creative Officer
Richard Brim
Creative Director
Toby Kennedy
Jordy Molloy
Director
Bryan Rowland
Executive Creative Director
David Brown
Daniel Bonder
Executive Producer
Alec Eskander
Strategist
Stuart Harrison
Writer
Ryan Reynolds
George Dewey
Account Team
James Rowe
Lily Waters
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