| Titolo | Bad Romance |
| Brief | At the Super Bowl, Lady Gaga closed her half time set with “Bad Romance.” Seconds later, in the first commercial of the break, Geoffrey Rush as Einstein played his rendition of the same song on his violin. A high impact way of promoting National Geographic’s new drama about the theoretical physicist, aptly titled “Genius".
As soon as Lady Gaga had dropped the mic after her half-time performance at the Super Bowl, actor Geoffrey Rush - starring as Einstein in the new Nat Geo series Genius - took up his violin to play a cheeky cover of "Bad Romance". |
| Agenzia |
McCann Worldgroup
|
| Campagna |
Bad Romance
|
| Cliente |
National Geographic
|
| Marca |
National Geographic
|
| Posted | Novembre 2017 |
| Settore | Media/Editoria
|
| Trama | We capitalized on prime media placement directly after the halftime show. Lady Gaga closed her set with “Bad Romance,” dropped the mic and, seconds later, we saw Einstein in our commercial playing his rendition of the same song. The spot pays homage to his promiscuous love life while showcasing his fervor playing the violin. |
| Problema | We needed to break through during the Super Bowl to promote National Geographic’s first scripted drama about the fascinating life of Albert Einstein, “Genius.” We partnered the show’s star, Geoffrey Rush, and halftime show performer, Lady Gaga, to extend the halftime performance to the post-show commercial break. |
| Tipo di Media |
Televisione
|
| Chief Creative Officer |
Eric Silver
|
| Chief Creative Officer |
Tom Murphy
|
| Chief Creative Officer |
Sean Bryan
|
| Art Director |
Johan Leandersson
|
| Chief Production Officer |
Nathy Aviram
|
| Business Affairs Coordinator |
Danielle Korn
|
| Executive Music Director |
Eric Johnson
|
| Global Account Director |
Rob Rawley
|
| Account Director |
Jennifer Prieto
|
| Account Executive |
Patrick Glaser
|