[SAN FRANCISCO – June 7, 2012] gyro, the global ideas shop, plans to debut its first integrated campaign for digital marketing specialist Turn during the finale of the AMC series “Mad Men” on Sunday, June 10.
The cross-channel effort kicks off with a high-profile TV spot shot by acclaimed director Michael Lehmann. Lehmann’s credits include “True Blood,” “Californication,” “Dexter” and the cult classic “Heathers.”
The TV spot, which is also going to air during the finale of “The Pitch,” is the first for Turn. Turn is a cloud platform that enables marketers to make smarter decisions to precisely execute cross-channel campaigns. Turn tapped gyro San Francisco as its agency of record late last year, to create a fully integrated platform effort that uses the same principles that Turn brings to its client base.
After Sunday, the campaign continues online at turn.com/decision, which includes three alternate endings to the TV spot, a blog diary chronicling the campaign’s creation and further information about Turn’s capabilities (the Turn Effect) that other digital media can support.
“In digital marketing, great creative and great technology go hand in hand,” said Paul Alfieri, vice president, global marketing, Turn Inc. “This campaign perfectly accentuates our innovative marketing technology platform.”
The ad is set in the offices of a Madison Avenue agency, circa 1962, where an impeccably groomed ad executive is about to begin a tryst with a shapely young woman from the secretarial pool. Then, another woman walks in. Overcome with jealousy, one of the women fires a bullet, and the scene shifts to super-slow motion. A voice-over breaks in, likening the “10 milliseconds” required for the bullet to traverse the room to the speed of Turn’s digital advertising platform. “Turn targets all the right online audiences with deadly accuracy,” the voice-over explains. “Never second-guess a decision, at least not a business decision.”
The ad is meant to be an immediate profile-raiser for Turn by capitalizing on the marketing-heavy makeup of the “Mad Men” viewership. “There is a burning cigarette in this commercial, a couple makes love, a weapon is fired, none of those things happen in commercials, but they happen in this one,” says Steffan Postaer, gyro San Francisco executive creative director. “It’s a game-changer.”
"Turn is a very inspiring and brave client, and gyro San Francisco President Robert Ray and ECD Steffan Postaer are an amazing team,” said Christoph Becker, gyro CEO and chief creative officer. “Together, they led the creation of a brilliantly unconventional campaign.”
Dark Light Pictures, which has worked with Coca-Cola, Budweiser, Honda and a host of other A-List brands, handled the production duties.