T.J. Miller and Thomas Middleditch Travel ‘3,098 Miles to New York Comic Con’ for Smirnoff

By Erik Oster 

72andSunny’s New York office teamed up with Silicon Valley actors T.J. Miller and Thomas Middleditch for an integrated effort functioning as the second iteration of Smirnoff’s “Exclusively for Everybody” campaign.

In a series of online spots, Miller and Middleditch travel across the country to New York Comic Con to pitch an idea for a superhero movie: Emo Boy. Along the way they have a series of misadventures with Smirnoff vodka (don’t worry, they’re not driving), reminiscing about the old days, discussing the origin of the Moscow Mule, sharing rides, forcing people to purchase Smirnoff and more. When they finally arrive in New York, things don’t exactly go according to plan. While the humor is rarely laugh out loud funny, and the product integration sometimes feels forced, Miller and Middleditch’s likable banter help keep things afloat and the unusual approach is a welcome departure for the category (although if it’s very unlikely that viewers will watch the entire series).

“Last year, we brought a fresh voice to vodka and broke through some of the pretentious characteristics the category has come to be associated with,” said Smirnoff brand director Brian Radics. “This year we wanted to further heighten that message and seek out moments that are made even better by including everyone. As a brand, we were excited to learn that T.J. and Thomas share our beliefs so much that they would join us to spread the message of inclusivity with everyone.”

Brand: Smirnoff
Campaign: Exclusively for Everybody
Client: Diageo / Smirnoff
Chief Marketing Officer: James Thompson
VP Diageo Vodka Category North America: Brad Essig
Brand Director Smirnoff: Brian Radics
Senior Brand Manager Smirnoff: Christine Zoh
Brand Manager Smirnoff: Stacey Cunningham
Senior Planning Manager: Jessica Weinstein
Brand PR: Phil Pearson
Agency: 72andSunny’s New York Office
Group Creative Director: Guillermo Vega
Creative Director: Eric Steele
Senior Writer:Josh Klausner
Senior Writer: Nick Panayotopoulos
Art Director: Chena Stephens
Producer: Christian Busch
Director of Production: Lora Schulson
Managing Director: James Townsend
Group Brand Director: Karla Stewart
Sr. Brand Manager: Shannon Coletti
Brand Coordinator: Chelsea Kim
Director of Strategy: Tim Jones
Strategy Director: Marshall Ball
Business Affairs Director: Julie Balster
Senior Business Affairs Manager: Quentin Perry

Production: Arts & Sciences
Director: Matt Lenski
Managing Partner, EP: Marc Marrie
Partner, Managing Director: Mal Ward
Head of Production: Christa Skoland
Line Producer: Alex Waite
Director of Photography: Corey Walter
Editorial: Cosmo Street
Editor: Tom Scherma
Executive Producer: Maura Woodward
Producer: Marie Manghas
Producer: Anne Lai
Assistant Editor: David Otte
Assistant Editor: Ramon DeSouza


VFX: Company 3 New York
Colorist: Tim Masick