Breakthrough Agency of the Year: Heat Harnesses the Element of Surprise

At the front edge of culture, 'they really get it,' one client raves

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Earlier this year, a new film starring Dave Franco, Rob Gronkowski, Rex Ryan and Tyrannosaurus rex took the Internet by storm.

"Critics" called it "impossible to un-watch" and "an epic tale of gridiron redemption." But there was one major, impossible-to-ignore disappointment: It was never seen in theaters.

In fact, it wasn't a movie at all. The Sopranos-meets-Bollywood-meets-Rambo-meets-Jurassic Park action/rom-com/sports flick was a star-studded, five-minute trailer for EA's hot-selling Madden NFL 16 video game.

The insane blend of special effects, love stories, football bazookas, player touchdowns and coach takedowns originated from the wildly creative minds at Heat, an independent ad agency that was chosen by editors as Adweek's first Breakthrough Agency of the Year.



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