72andSunny Wins the Crowd With James Franco, Lenny Kravitz

By Erik Oster 

Back in April, 72andSunny debuted its first work for Guitar Hero Live, with a reveal trailer for the first game in the popular Guitar Hero franchise in five years. Now, with the game’s October 20 release date quickly approaching, the agency is back with “Win The Crowd,” a 90-second launch trailer showing the game being played by actor/comedian James Franco and living 90s rock parody/leather pants model Lenny Kravitz.

The spot, directed by Portlandia co-creator Jonathan Krisel, shows the duo, purportedly fans of the series, hanging out and playing the new game. Things don’t go so well for the Grammy Award-winning Kravitz as he pleads to pause the game amidst boos and heckles. Franco asks him if he asks to pause in the middle of one of his own shows and takes over, initially not faring much better. Eventually he gets the hang of the game before pulling an inadvisable Pete Townshend impression in his excitement. While a tad more watchable than the agency’s initial effort for the series, the ad ultimately fails to achieve the kind of authenticity it was hoping for, with Franco and Kravitz’s lines mostly seeming canned. Fans of the series should hardly mind, though, as any type of exposure will likely help fuel pre-orders of the game. 

Brand: Activision/Guitar Hero
Project: Guitar Hero Live Launch Trailer

Chief Executive Officer: Eric Hirshberg
Chief Marketing Officer: Tim Ellis
VP, Consumer Marketing: Ian Trombetta
Senior Manager, Consumer Marketing: Orlando Baeza
Coordinator, Consumer Marketing: Jared Castle


72andSunny Team
Chief Creative Officer: Glenn Cole
Executive Creative Director: Bryan Rowles
Group Creative Director: Frank Hahn
Creative Director/Designer: Peter Vattanatham
Creative Director/Writer: Tim Wolfe
Lead: Evan Brown
Sr. Designer: Jon Hall
Writer: Ryan Iverson
Group Strategy Director: John Graham
Group Strategy Director: Bryan Smith
Sr. Strategist: Hamish Cameron
Strategist: Jake Watt
Group Brand Director: Mike Parseghian
Brand Director: Torie Gleicher
Brand Manager: Sarah Donze
Brand Coordinator: Mariam Al-Hooty
Chief Production Officer: Tom Dunlap
Director of Film Production: Sam Baerwald
Executive Producer: Dan Ruth
Sr. Film Producer: Kara Fromhart
Sr. Film Producer: Zeynep Taslica
Sr. Film Producer: Dave Stephenson
Director of Business Affairs: Michelle McKinney
Business Affairs Director: Alex Lebosq
Business Affairs Coordinator: Ashley Pesses

Production Company: Caviar
Director: Jonathan Krisel
Executive Producer: Michael Sagol
Director of Photography: Damian Acevedo
Head of Production: Kelly Bowen
Line Producer: Jeff Tanner

Edit: Rock, Paper, Scissors
Editor: GH LIVE: David Brodie & Gabriel Britz
Editor: GHTV Carlos Arias
Post Producer: Dina Ciccotello

Recording & Mix: Lime Studios
Audio Mixer: Zac Fisher
Audio Assistant: Kevin McAlpine
Executive Producer: Susie Boyajan

VFX/Online: Method
Senior Flame Artist: Thomas Downs
Producer: Sumer Zuberi

Colorist: Siggy Ferstl
Producer: Matt Moran​