On the 20th Anniversary of WWE’s Smackdown, W+K Celebrates Wrestling’s Fans

Attitude Adjustment. Stone Cold Stunner. People’s Elbow. To many readers, this must seem like a string of nonsensical nomenclature. However, for many others, each of those names conjures up a very distinct image and a personality that comes with it. Those are all names of WWE finishing moves that became the calling card of some of the WWE’s most iconic wrestlers. Respectively, they belong to John Cena, Stone Cold Steve Austin and Dwayne “The Rock'' Johnson. Each come with their own distinctive flair, but it’s often the celebrations that come after that really stick with the audience. That’s because most of us can’t lift another human above our heads before somehow tossing them five feet away, and those of us who tried with younger siblings usually didn’t like the consequences. Running your hand back and forth in front of your face to mimic “you can’t see me” or an eyebrow wiggle that seems to convey both confusion and intensity is more known to the casual professional wrestling viewer. Those iconic celebrations are the focus of a new Fox Sports campaign from Wieden + Kennedy New York which shows how WWE celebrations have permeated popular culture. [kickout id="1"] Yes, the WWE is fake, and yes, almost every audience member over the age of eight is aware of that fact. Pro wrestling is what happens when soap operas spend too much time in the gym. And it’s beautiful. The campaign is called “We’re All Superstars,” and even though none of us look like the wrestlers on stage, sometimes we can’t help but act like them. The occasion is the 20th anniversary of Smackdown, and many of WWE’s stars are on hand. Johnson, Cena and Becky Lynch are all featured in the spot, but the WWE also dipped into another pool of stars including Snoop Dogg and, puzzlingly, Gordon Ramsey. In the end, the focus of this campaign is on the fans that have made the last 20 years of Smackdown possible, with three more spots coming that celebrate the people that make WWE so popular. CREDITS: Client: Fox Sports Agency: W+K New York Executive Creative Director: Karl Lieberman Creative Directors: Gary Van Dzura, Christine Gignac Copywriter: Patrick DeYoung Art Director: Meredith Marino Head Of Integrated Production: Nick Setounski Senior Producer: Dom Tunon Producer: Alexey Novikov Account Director: Alex Scaros Account Supervisor: Liz Lindberg Project Manager: Carly Lissak Director Of Business Affairs: Patrick O’Donoghue Business Affairs: Lindsey Timko Traffic: Sonia Bisono Production Company: O Positive Director: Brian Billow Executive Producer: Ralph Laucella, Marc Grill Head Of Production: Devon Clark Producer: Brady Vant Hull Green Point Pictures Head of Production: Karen Berkowitz Executive Producer: Tatiana Rudzinski Producer: Leo Veras Producer: Luke Stevens Editorial Company: Final Cut Editor: Michael Dart Wadsworth, Spencer Campbell Post Producer: Lareysa Smith Executive Producer: Sarah Roebuck Editorial Assistant: Sophie Solomon VFX Company: Significant Others Creative Director/VFX Artist: Dirk Greene VFX Artist: Nicholas Renaudeau Motion Graphics Artist: Phil Brooks VFX Producer: Alek Rost Telecine Company: Color Collective Colorist: Alex Bickel Color Assist: Alex Jimenez Executive Producer: Claudia Guevara Mix and Sound Design Company: Machine Mixer/Sound Designer: T. Terressa Tate Sound Assist: Amanda Fuentes Producer: Alek Rost Music Track: "I Won't Do What You Tell Me" (Stone Cold Steve Austin Theme) “Rest In Peace” (The Undertaker theme) “Celtic Invasion” (Becky Lynch Theme) Label: WWE

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On the 20th Anniversary of WWE’s Smackdown, W+K Celebrates Wrestling’s Fans

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