COMEDY CENTRAL // GET CLOSER
DIRECTOR
CREATIVE DIRECTOR
WRITER
Challenge
Concept, write and direct Friends on Comedy Central idents' bookending 18 showings a day. (Speak to the audience but ou cannot mention any product benefits or USPs) .
Approach
We used visual metaphors. Crash zooms emphasize the "get closer" CTA. The sketches use pop-culture references from the time of release. Chosen due to their short run time (6 months) and to successfully invite a social media response.
Output
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18 idents
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Led to pitch win (AOR)
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Trade press
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Huge amounts of UGC
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Follow up social campaign
said...
"Cetaphil is pushing for wider UK recognition for its internet-cult supported range of skincare products. The international skincare brand along with their creative agency, Buchanan, have partnered with Comedy Central to sponsor one of the most popular shows in a generation: Friends.
The comedic shorts take cues from Friends’ tropes, minus the canned laughter. The sketches associate Cetaphil with friendship – while inferring confidence in skin – through using ambitious crash-zooms close-ups.
Notwithstanding, each ident concludes with the tagline ‘Get Closer’. The meaning is intentionally on the nose: get closer to friends and get closer to skin. The campaign scope includes of six 10-second vignettes and eight 5-second idents. The vignettes use humour to resonate with Friends’ audience and volume to ensure brand recognition. Directed by Kieran Simmonds-Sturge, the 14 bumper spots will run concurrently with Cetaphil’s wider advertising strategy until May."
Watch all of the sketches below.
