Activision/Modern Warfare 2 - Everyone Is Doing It/With 20 Million (2010) :30 (USA)

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