“I am big,” said Norma Desmond. “It’s the pictures that got small.” (And if you haven’t ever seen Sunset Boulevard, kidz, drop everything and go directly to Netflix.)
Well, Norma’s definitely rolling over in her grave. Today’s “stars” are an amateur dominatrix and her ball-gagged slave, an incompetent Jedi warrior, a peek-a-boo zombie, an unsexy sexpot named Paris and other desperate showoffs who are huge in the ironic world of Internet videos.
And those stars have now come together in an historic viral video, created by D/C, to tout the online security software ZoneAlarm.
It’s not the real stars, of course, but — irony on irony — incredible facsimiles of the people with whom ZoneAlarm’s young, web-surfing target is thoroughly familiar.
And who better to deliver a sermon on Internet safety than Internet royalty?
Because while an old-school Hollywood superstar like the fictional Norma Desmond might have been seen by a few million moviegoers, the “Star Wars Kid” has, by Wikipedia’s estimate, been viewed over one billion times.
That’s star power.
Work + News
Vaccination: our state’s best shot
As reported in AdAge and Adweek, DC was awarded the state’s $40 million campaign to bolster public confidence in Covid-19 vaccinations. And work is already underway on this critical effort.
The spots are animated. The struggle is real. True tales of former smokers on the perilous path to quitting.
InnovAsian: The Next Generation
DC is back with seconds of our award-winning, supply-chain-busting InnovAsian Occasion campaign now running on stations across the nation.
Not only did viewers rank the TV spots above those of market leaders Corona and Dos Equis, they gave them the third highest score for any alcohol-related ad that year. Which might be one good reason for a frothy 37% sales increase.
Beautyscape in the Bahamas
Created by DCLA for e.l.f., the fifth installment of the award-winning influencer program is now underway in the Bahamas. And garnering more heat than ever.
SweeTARTS' Be Both is back
After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.
CBS x Alfred Coffee · Emmy Awards
DCLA partnered CBS Studios with Alfred Coffee to reach Emmy voters and garner support for Star Trek: Picard. The timely work tapped into the diversity and inclusion central to Gene Roddenberry’s original vision.
Loyalty or discount program advertising often dwells in the downscale world of the coupon clipper — a turnoff to savvier online shoppers. Our strategy was to present Rakuten as every bit as premium as the brands it offered rebates on.
Even the mild-mannered have something inside that drives them wild. And thanks to StubHub that wild thing is busting out all over.
Gap · Dress Normal
Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.
This way to health insurance
Today marks the launch of our first campaign for Covered California as part of a five-year, $400-million effort to help all Californians get the health insurance they need.
The “Stirring the Pot” work celebrates Kettle Brand's counterculture legacy and all those that zig when others zag.