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72andSunny Wins Seventh Generation, Breaks Scathing Ad About Carefree Millennials


Here's a fun send-up of live-for-the-moment advertising aimed at millennials.

72andSunny just picked up the ad account of Seventh Generation, the environmentally minded cleaning, paper and personal care products company. And its first work for the new client is for Bobble, its water bottle brand—the satirical commercial below is packaged as a takedown of the too-carefree approach to drinking water out of single-use plastic bottles.

The conceit is a touch silly when distilled. The 60-second spot, from 72andSunny New York, consists mainly of twentysomethings bounding around and tossing off empty plastic bottles (all bearing the fictional label "Once") like confetti.

But the ad so perfectly nails the generically earnest YOLO themes that have plagued advertising (not to mention the broader culture) in recent years, that brilliant sight gags like back seats and swimming pools filled with garbage barely register as out of place—making them all the more entertaining.

And ultimately, that kind of absurdity is the whole point: A message that could easily come across as self-righteous instead reads as charming common sense. (Then again, it probably helps that the argument itself is intelligent—a luxury not every advertisers has.)

Seventh Generation, which also sells green household goods ranging from paper products and detergents to diapers and tampons, announced it has hired 72andSunny's New York office as its lead creative agency after a review.

The Los Angeles shop's East Coast outpost opened last year, working on broader 72andSunny clients like Samsung and Smirnoff. It is slated to launch a broader campaign for Seventh Generation next year.

Hopefully, that includes more biting attacks on idiocy, and brands that pander to it.

Client: bobble
CMO, Seventh Generation: Joey Bergstein
Marketing Director, Seventh Generation Ventures: Brian Berklich
Associate Brand Manager, Seventh Generation Ventures: Danielle Passingham

Spot: 'Once Water'

Agency: 72andSunny NYC
Executive Creative Director: Guillermo Vega
Lead Writer: Matthew Carey
Lead Designer: Wei Wei Dong
Senior Designer: Nicole Karalekas
Senior Writer: Rosswell Saunders
Jr. Writer: Ben Wiley
Jr. Designer: Brandon Mai
Jr. Creative Technologist: Tim Grover
Jr. Writer: Colin Frawley
Director of Production: Lora Schulson
Producer: Jenny Jones
Managing Director: James Townsend
Brand Director: Lauren Smith
Brand Manager: Jonathan Weiss
Strategist: Carol Chan
Business Affairs Director: Julie Balster
Business Affairs Manager: Laura Fraser

Production Company: Cap Gun Collective
Director: Mike Warzin
Executive Producer: Jason Botkin
Producer: Robert Mooring
DP: Alex Disenhof

Editorial: Lost Planet
Editor: Kim Dubé
Executive Post Producer: Krystn Wagenberg
Post Producer: Casey Cayko
Finishing: Black Hole
Flame Artist: Tim Farrell
Graphics: Reginald Butler
Producer: Tim Vierling
Telecine: Company 3
Colorist: Tom Poole
Producer: Clare Movshon

Music Supervision: Music and Strategy
Executive Producer: Jenn Johnson
Sound: Sound Lounge
Mixer: Rob Sayers
Producer: Mike Gullo

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