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Activision: Everyone's Doing it - US

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With millions of people playing Modern Warfare 2 TBWAChiat Day LA needed to tell
everyone that well…everyone is doing it. We based the campaign around
an old man who complains about how younger generations are doing it in
so many ways. Whether it’s guys doing it with girls, people doing it
in groups, or even doing it so loud they keep up the neighbors. Beyond
TV, this lives on youtube and other sites where you can watch the old
man doing it hardcore, watch his dog watch him do it and watch him do
it with his friend. The final piece is a longer uncensored online
video where the old man goes into great detail about the disturbing
ways people are doing it.
Credits Other credits

Global Director of Media Arts - Lee Clow

Digital Creative Director - Olivier Rabenschlag

Group Account Director - Stan Fiorito

Account Director - Mike Parseghian

Assistant Account Executive - Catherine Wolpe

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