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LG Electronics, Inc.- Deceptiphone- (2009) :30

To promote the LG limited edition "Transformers" Versa phone, Bay helmed a :30 TVC titled "Deceptiphone" that plays on the Versa's cutting-edge features by comparing it to the shapeshifting abilities of a Transformer. Via ad agency Young & Rubicam, New York, the spot opens on a man leaving the movies, phone in hand. Much to his surprise, he comes face to face with Transformer Optimus Prime, who towers over him and booms "Decepticon!" The man assumes his mobile phone is being mistaken for the enemy robot, and shakily informs Optimus Prime that it's just the LG Versa. The phone however, springs to life in the palm of his hand, "transforming" into a camcorder, then a GPS device and finally a computer as the man looks on incredulously. But Optimus Prime insists he sees the enemy robot, just as the reveal shows the real Decepticon sneaking up from behind.

CLIENT: LG Electronics, Inc.
PRODUCT: LG Versa Mobile Phone

"Deceptiphone" CINEMA: May 29, 2009

ADVERTISING AGENCY: Young & Rubicam/New York, NY
Global Creative Director: Darren Moran
Creative Director: Gabriel Hoskins
Copywriter: Daniel Crumine
Art Director: Eric Martz
Director Content Production: Nathy Aviram
Director Content Production: Lora Schulson
Senior Content Producer: Alex Gianni
Assistant Producer: George Roca
Senior Account Manager: Alexandra Sloane
Account Supervisor: Pamela Lloyd

PRODUCTION COMPANY: The Institute/Venice, CA
Director: Michael Bay
Executive Producer: Scott Gardenhour
Executive Producer: Sam Penfield
Producer: Karen Rohrbacher
Production Supervisor: Lindsay Rosaaen
Director or Photography: Amir Mokri

President of Commercials, Executive Producer: Ed Ulbrich
Executive Producer/Head of Production: Karen Anderson
Visual Effects Supervisor: Jay Barton
CG Supervisor: Ronald D. Herbst
VFX Producer: Chris Fieldhouse
VFX Coordinator: Stephanie Escobar
Flame Artist: Matthew J.D. Bramante
Nuke Compositor: Rafael F. Colón
Digital Artist: Tim Jones
Digital Artist: Daisuke Nagae
Digital Artist: Cody Williams
Roto Artist: Hilery Johnson Copeland
On Set Tracker: Scott Edelstein
Integration Tracker: Shelley Larocca Courte

EDITORIAL HOUSE: Nomad/Santa Monica, CA
Editor: Tom Muldoon
Executive Producer: Susye Melega
Producer: Nicole Steele

SOUND HOUSE DESIGN: Nomad/Santa Monica, CA
Sound Designer: Francois Blaignan
Executive Producer: Susye Melega
Producer: Nicole Steele

Mixer: Peter Rincon
Producer: Dawn Redmann

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arrella's picture

Great execution but a rather tired joke.

Dabitch's picture

I still haven't seen the moviee... aarrrrgh!

mpared's picture

This is impressive... the movie is brilliant ...but a bit long... my back hurt after all this hours sitting in the uncomfortable chair of cinema