18-24 year old girl-getting dudes everywhere shuddered when introduced to the Gamekillers, a cast of super suave characters hell-bent on busting up a budding romance with their unique skill sets. Introduced via an hour-long MTV special with very sparse mention of the product, "The Gamekillers" represents a watershed in brand entertainment—an advertising brief turned into a television show. Created by Amir Farhang and Jon Randazzo for BBH/New York and @radical.media, the show revolved around the travails of a poor schmuck trying to woo his girl effectively while walking the minefield of game destruction. Several of the 14 characters created for the campaign, including "British Accent Guy," "the One-Upper" and "Sensitivo" do their best to assail the protagonist, while he attempts to stay cool. While the show didn't touch on the benefits of Axe Dry, it was buttressed by "showmercials" that handled the selling. In addition to companion TV commercials, print executions and web elements, the concept even extended to an awareness-raising comedy tour of ten college campuses hosted by former Daily Show correspondent Mo Rocca.
- Project Roles
- Copywriter, Creative Director
- BBH New York
- Copywriting, Creative Direction
- Scripted TV, Unscripted TV, Branded Content
- Project Industries