Decon is a production company or “creative content studio” based in downtown New York. They’ve been involved in such projects as Anomaly’s 2014 “Google Glass Explorer” and Reebok’s “Shaq Attack.”
Natalie Carbone-Prisco and Armand Prisco are husband-and-wife McCann veterans (she was a copywriter and he was a VP/senior art director) who left the agency world for gigs at MTV before forming the comedy-focused directing collective JEAN along with fellow music television vet Eric Eckelman. They’ve worked on campaigns for Volkswagen and TBS, among others.
The trio recently signed with Decon and, instead of pushing out your standard press release (yawn), they made an honest to God advertisement announcing their partnership.
Decon partner/EP Misha Louy, who previously worked in production at BBDO New York and Droga5, tells us his company looked to “break the mold” by casting real actors, treating the project like a real ad, and buying airtime to run it.
(Decon is part of Mass Appeal, which also publishes a magazine and maintains a record label under the MA name. Yes, it’s a little confusing.)
Moving forward, the JEAN team will exclusively direct projects for Decon–and, according to Louy, New York residents can see the ad in question on live TV over the next few weeks, where it’s scheduled to run during “3 AM Everybody Loves Raymond re-runs.”
We definitely wouldn’t know what to make of this ad if we happened to see it out of context, and we haven’t had cable since 2006 anyway. But there’s more than one way to get mentioned in the “trade pubs.”