Ad-within-an-ad-within-an-ad
Award: Graphite Pencil
Graphite Pencil / PR / Use of Talent & Influencers / 2020
Award: Shortlist
Shortlist / PR / Use of Digital & Social Media
To promote the Samsung QLED TV, adam&eveDDB knew it had to stand out from the black-box category clutter. So it partnered with Netflix, Aviation Gin, and the undisputed king of social, Ryan Reynolds, to create a social film, specifically created for the meta world of the internet: the world’s first ad-within-an ad-within-an-ad. The social film dropped on Twitter and was promptly retweeted by Ryan, Netflix and Aviation Gin, promptly blowing up the internet at large, and resulting in category-leading sales in the run up to Black Friday.