Ad of the Day: Converse

Matt and Kim, Soulja Boy, and Andrew W.K. party with zombies

If you’re a hard-partying, formaldehyde-guzzling zombie, Converse is the sneaker for you.

For the latest installment of the brand’s “Three Artists, One Song” music-patronage campaign, agency Anomaly brought together an unlikely troika—indie pop duo Matt and Kim, rapper Soulja Boy, and party dude Andrew W.K.—to write a Converse-backed track. The result, “I’m a Goner,” is an expansive, synth-heavy cut that’s picked up praise from music blogs—in some cases, even in spite of the collaboration’s corporate genesis.

The music video, which according to Rolling Stone first aired on MTV2 earlier this week, opens on Matt and Kim being wheeled on gurneys into a morgue—their penchant for beating the crap out of each other during rehearsals having apparently taken the ultimate toll. Once the attendant leaves, they rise from the dead, pry the musical paraphernalia from their bodies, and proceed to throw a rager with all of their Converse-clad undead neighbors.

Shot at an abandoned hospital in New Jersey with ample fake blood, the production is studded with morbid gems. Soulja Boy’s body is iced out, literally, thanks to his being stored in a meat locker. Andrew W.K. chomps on the fleshy end of a dismembered leg. Partygoers funnel embalming fluid, and get freaky in a body bag.

The branding is minimal: The undead are wearing Chuck Taylors, but a Converse credit doesn’t appear until after the video ends. Nonetheless, the irreverent, go-all-out vibe feels right in-tune with the marketer’s iconic alt status. Unfortunately, only the living buy shoes.

 

 

CREDITS

CLIENT – Converse

AGENCY – Anomaly

EXECUTIVE CREATIVE DIRECTOR/PARTNER – Mike Byrne

CREATIVE DIRECTOR – Ian Toombs

COPYWRITER – Anthony Falvo

ART DIRECTOR – Jason Nitti

SENIOR PRODUCER – Niki Polyocan

HEAD OF PRODUCTION – Andrew Loevenguth

GLOBAL BUSINESS DIRECTOR – Peter Semple

ACCOUNT DIRECTOR – Jill Ong

DIRECTOR OF BUSINESS AFFAIRS – Annemarie Cullen

PRODUCTION ASSISTANT – Connor Doherty

PRODUCTION COMPANY – Greenpoint Pictures

DIRECTOR – Rodney Ascher

DIRECTOR OF PHOTOGRAPHY – Rod Lamborn

EXECUTIVE PRODUCER – Jacob Lincoln

PRODUCTION SUPERVISOR – Willa Borderud

PRODUCER – Tatiana Rudzinski

PRODUCTION DESIGNER – Lee Whittier

COSTUME DESIGNER – Luiza Renuart

SFX MAKEUP – Jordan Bree Long

EDITORIAL AND POST – Greenpoint Pictures

EDITOR – Joe Walker

EXECUTIVE PRODUCER – Jacob Lincoln

TELECINE – Company 3, Tom Poole

TELECINE – The Mill, Fergus McCall

ORIGINAL MUSIC – Matt+Kim, Andrew WK, Souja Boy

MUSIC PRODUCTION AND SUPERVISION – Cornerstone