Discovery’s annual Shark Week extravaganza not only confirms that viewers go crazy for underwater creatures that can rip them into a thousand pieces, but that brands will use just about any tangential connection to a popular theme to try and wring out that extra dollar. Take the fat, colorful Tide billboard above the Lincoln Tunnel that I came across yesterday: “We get the blood out, too.” That’s one way to do it.
Volkswagen and Deutsch are going all in as well, bringing cars and sharks a lot closer than they’ve ever been before, a true sharknado of brand association if there ever was one. The VW campaign is loaded on social media, mainly focusing on sharable videos through Instagram and Vine. VW created a Beetle convertible that will be used as an underwater cage hooked up to cameras for the remainder of the week, hoping to conquer a chunk of the digital space floating around with these exclusive videos. Credits after the jump.
Client Credits:
- EVP, Chief Product & Marketing Officer: Wayne Brannon
- VP, Marketing: Kevin Mayer
- GM, Marketing Communications: Justin Osborne
- Advertising Manager: Jeff Sayen
- Media and Innovation Manager: Jennifer Clayton
- Advertising Specialist: Chanel Arola
Deutsch Creative Credits and Titles:
- Group Creative Director: Michael Kadin
- Group Creative Director: Matt Ian
- Group Creative Director: David Kim
- Associate Creative Director: Scott Clark
- Senior Art Director: Mike Blanch
- Director of Integrated Production: Vic Palumbo
- Director of Content Production: Victoria Guenier
- Executive Integrated Producer: Jim Haight
- Instagram/Vine Social Video Producer: Jesse Ferguson
Additional Deutsch Credits:
- Chief Executive Officer: Mike Sheldon
Account Management Credits:
- Group Account Director: Tom Else
- Account Director: Monica Jungbeck
- Account Supervisor: Alex Gross
- Account Executive: Tara Poosti
- Assistant Account Executive: Mary Cherwien
- Digital Account Director: Amy Wiedemann
- Digital Account Supervisor: Audrey Jersin
- Digital Account Executive: Ben Ortega
- Digital Assistant Account Executive: Ashley Su
Discovery
- VP Creative, Broadcast Content: Mary Clare Baquet
- EVP/Discovery AD Sales: Scott Felenstein
- SVP/Discover AD Sales: Harold Morgenstern
- VP/Discovery AD Sales: Lauren Gastwirth
- VP/AD Sales Marketing: Judy Choe
- Director/AD Sales Marketing: Mark Lewis
- Account Executive: Stacy Tobin
- Account Executive: Jin Chon
- Director/Digital Marketing: Julia Benedict
- Executive Producer: Matt Katzive
- Executive Producer: Mary Claire Baquet
- Producer: Gina Scarpulla
- SVP Branded Entertainment: Michelle Theissen