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

Try living for more than the moment, says Bobble

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

@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.
Publish date: November 18, 2015 https://dev.adweek.com/brand-marketing/72andsunny-wins-seventh-generation-breaks-scathing-ad-about-carefree-millennials-168197/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT