72andSunny Assembles The Avengers for Samsung

By Erik Oster 

72andSunny launched a campaign for Samsung, promoting the brand’s tie in with Avengers: Age of Ultron and the new Galaxy S6.

A couple of days ago the agency debuted “Marvel’s Avengers: Age of Ultron and Samsung Mobile present ‘Assemble’ Part 1,” with CG courtesy of Blur Studio and the follow-up was just released today. In the first offering, a young boy, a female engineer and Samsung ambassador athletes — Lionel Messi, professional surfer John John Florence, Green Bay Packers running back Eddie Lacy and pro cyclist Fabian Cancellara — are recruited for a secret mission via mysterious suitcases which match each to an Avenger. It’s revealed their mission is to become an avenger via VR training with the Samsung Galaxy S6 and Gear VR. At the end of the second video, the mission is extended to Avengers fans everywhere, who can engage in a virtual reality experience of their own via the Gear VR headset or on an Android device. The VR component was created in conjunction with VFX company Framestore, with guidance from Marvel.


72andSunny partner and executive creative director Bryan Rowles explained to AdAge, “We ended up with the idea that, whether you’re an athlete or a normal person, wouldn’t it be cool to be a superhero — wouldn’t it be cool to be an Avenger?”

After creating the two videos, however, the agency still felt like something was missing. “…we realized that the films weren’t leading you anywhere,” Rowles said. “They were dead-ends, so we thought it would be much more interesting if the films dropped you off into something you could participate in.” Rowles described the process as “super collaborative,” adding, “Between Samsung and Marvel, they were really open to doing something new…and creating a gift for fans of the Avengers, so they are able to geek out on even more through these mobile initiatives. That to me is the sticky part.”