Play is at the heart of it all. Even the Super Serious name reflects this—a winking way to suggest they’re not overly serious at all.
“I’ve worked for giant agencies, and for the best independent in the world, and I’ve found the best work comes from people who don’t take themselves seriously,” said O’Rourke. “Also, Terry has this great observation. When someone’s doing standup and the audience leans in to see where the joke is going, they’re always dead serious. So, it was those two things—we don’t take ourselves too seriously, and you’re always super serious right before your biggest moments.”
Inspired by Maximum Effort
Entertainment-driven agencies are having a moment. The Super Serious founders said they’re inspired in particular by Maximum Effort, founded by Ryan Reynolds and agency veteran George Dewey. Reynolds is well known for loving advertising as a creative vehicle, and the agency’s lightning-fast productions skillfully riff on pop culture, selling through entertaining—much as Crews likes to do.
Super Serious has actually partnered with Maximum Effort on an upcoming campaign—a sequel to a 2022 effort where Reynolds and his Wrexham A.F.C. compatriot Rob McElhenney filmed their colonoscopies to raise awareness of colon cancer. Crews-as-Camacho will star in this year’s version.
“I did ‘Deadpool 2’ with Ryan—Ryan gets it,” Crews said. “It’s almost like Ryan gets me. I’ve been doing this [mix of advertising and entertainment] since I was pulling cheeseburgers out of my pants in ‘The Longest Yard.’ Those were actual McDonald’s Quarter Pounders. We didn’t see a problem with that. Other actors would have been like, ‘I’m endorsing a product.’ I was like, ‘No, I’m entertaining the world.’ That was our mindset. Ryan thinks the same way.”
Super Serious wants to mirror Maximum Effort’s speed of production—and it helps that Crews has built his own studio in Los Angeles, where they can shoot smaller-scale things. But they want their model to be different, too. Whereas Maximum Effort has a full staff (even if the creatives tend to serve as their own account directors), Super Serious is planning, for now, to remain just three employees. They’ll staff up with freelancers for every project they take on.
from Digital Marketing Education https://ift.tt/cmMJLjp
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