From TBWA\Chiat\Day: "With millions of people playing Modern Warfare 2 we needed to tell everyone that well…everyone is doing it. We based the campaign around an old man who complains about how younger generations are doing it in so many ways. Whether it’s guys doing it with girls, people doing it in groups, or even doing it so loud they keep up the neighbors. Beyond TV, this lives on youtube and other sites where you can watch the old man doing it hardcore, watch his dog watch him do it and watch him do it with his friend. The final piece is a longer uncensored online video where the old man goes into great detail about the disturbing ways people are doing it."
AGENCY: TBWA\Chiat\Day, Los Angeles Global Director of Media Arts: Lee Clow Chief Creative Officer: Rob Schwartz Group Creative Director: Brett Craig Digital Creative Director: Olivier Rabenschlag ACD/Art Director: Blake Kidder ACD/Copywriter: Patrick Almaguer Group Account Director: Stan Fiorito Account Director: Mike Parseghian Assistant Account Executive: Catherine Wolpe Executive Producer: Anh-Thu Le Producer: Stanton Hill PRODUCTION COMPANY: Smuggler Director: Chris Smith Director of Photography: Robert Yeoman Executive Producer: Brian Carmody/Patrick Milling Smith Line Producer: Suzanne Hargrove EDITORIAL: Rock Paper Scissors Editor: Adam Pertofsky Assistant Editor: Neil Meiklejohn Executive Producer: C.L. Weaver Producer: Jennifer Patterson VISUAL EFFECTS: A52 Visual Effects Supervisor: Annie Zarcoff VFX Artist: Paul Yacono TELECINE: Company 3 Colorist: Stefan Sonnenfeld MIXING FACILITY: PLAY Sound Mixer: John Bolen