Every client who has waded into the world of motion wants their video to be a viral sensation, but it’s much easier said than done. One agency that’s doing it right is e2amp for JVC Mobile Entertainment.
JVC has just released the fourth in its ongoing promotional series of viral videos, and it’s a hugely ambitious effort with the narrative and cinematic qualities of a feature film. “TURN ME ON 4: Decades” celebrates 40 years of JVC, from the ’80s to today. The video, directed by Steven Lippman for e2amp in Los Angeles, features the bands Candlebox, Puddle of Mudd, and Rev Theory, as well as Lita “Kiss Me Deadly” Ford. It went live, on egotv.com/turnmeon, on Tuesday and two days later had already racked up more than 200,000 views.
“The concept of the video is a time machine–like journey through the decades, featuring 4 TMO girls who ride and sing along with each of the lead singers in a Chevy Camaro from each respective decade,” the press release explains. “Traveling through time, the music, fashion, cars, and of course, the car stereos evolve from the 80’s to the modern day. JVC Mobile Entertainment pays tribute to the company’s rich history by featuring authentic JVC stereo head-units from each decade.”
Here, Danny Klein, the creative director of e2amp, talks about how “Decades” came together and his collaborations with Steven, of whom he notes, “People genuinely enjoy working with him, and it shows in the final product.” (Scroll to the end of the post for the rad behind-the-scenes video of the shoot.)
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Click image to watch TURN ME ON 4: Decades, directed by Steven Lippman for e2amp and JVC.
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Stockland Martel Blog: Tell me about e2amp, where you are creative director.
Danny Klein: e2amp is a boutique advertising, design, and marketing agency, with clients in entertainment, consumer electronics, publishing and automotive. It’s a really dynamic group, making some groundbreaking strides in the social-media space that will really change the game. One project, which we’ll be rolling out next month, will connect JVC Mobile Entertainment dealers nationwide to their consumers in a way that’s never been done before—blending national and local communities into a 360 social-media lifestyle network.
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SMB: TURN ME ON 4: Decades—what is it, what does the client want it to communicate, and how did you conceptualize it?
DK: TURN ME ON 4: Decades is the latest in an ongoing campaign that we started 3 years ago. It’s a period piece spanning 4 decades, starting with the 1980s. The head of marketing at JVC Mobile Entertainment, Chad Vogelsong, is a great client to work with because he has a true passion for music and takes a lot of pride in how his products create a bond with the consumer. That type of dynamic creates fertile ground for being creative and really pushing the limits. I feel like I can dream up anything, and I’ll have the support of Chad and his marketing team. We’ve built up a lot of trust over the years.
With TURN ME ON, we decided to steer away from traditional print and radio, and instead focus on a branded lifestyle viral video—one that felt more like quality content as opposed to a commercial. Our goal has always been to make the JVC car stereo the hero, transforming the listener into an alternate world of rock music, fast cars, girls and fun. With over 30 million views to date, combined, over the last three campaigns, we’re definitely hitting the mark with consumers. As we do this interview, we are in our second day after launch, and we’ve already garnered over 200,000 views.
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SMB: Where’d you guys shoot this, and how many days did you have?
DK: This year we forged a great partnership with the Hollywood Tower on Franklin Ave. We shot on location at both of their residential buildings, along with the surrounding Hollywood streets. It was creative wonderland being able to utilize the Hollywood Tower property, which has a historic building (Monroe, Bogart & Chaplin used to hang there) and a recently built modern tower, La Belle. Thanks to tight production (by 3Star) and a passionate crew, we were able to shoot the entire project in only 2 days.
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SMB: How is JVC using this video?
DK: The video lives primarily online at www.egotv.com/turnmeon. Our media partner, egoTv, is the hub for our branded page, which features a lot of great behind-the-scenes content, links, and other cool stuff. Visitors can link to our artists’ music and sites, find local JVC dealers, follow/like JVC’s social media pages, and sign up to be notified of events and promotions.
This year, we are also working with Clear Channel and their iHeartRadio mobile app. JVC and iHeartRadio teamed up to create a custom app that allows users to stream custom music channels through their JVC Mobile Entertainment car stereos. Imagery from the TMO4 video will be featured in banners across the in-App iHeartRadio and online Clear Channel networks.
The video will also be featured as a one-minute loop in Times Square on JVC’s high-def billboard across from MTV. We’ve also placed the video at several live events throughout the year, including Rock on the Range in Ohio, which is where we are heading this weekend. The video will be looping at the JVC tent, while music-artist featured postcards will direct concertgoers to view the video on their mobile phones via Q-Codes.
On the PR front, JVC Mobile’s PR agency, American Rebel, has been a huge force behind getting the video link out through the news wire, blogs, social media, and other connections.
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SMB: What do you look for in a director?
DK: A good director is able to lead the cast and crew, while keeping true to story. A great director is a true genius when it comes to lighting and capturing magic moments. Steven has all of those attributes, and most importantly, he keeps a fun set. People genuinely enjoy working with him, and it shows in the final product.
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SMB: How did you learn of Steven’s work? And how did you know he’d be right for TURN ME ON 4?
DK: Steven and I have been creatively collaborating for years. Our first projects involved surfing, skating, and music, and then it all evolved into branding and advertising. I knew he was the right director for TURN ME ON because of his energy and work ethic. He always brings a certain glamour and sophistication into the mix, while keeping an authentic edge.
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SMB: The shoot looks like it was a hell of a lot of fun. Any stories from the set that you want to share?
DK: Wow. Ummm… Geeee… I think I hear my phone. I better grab that. ;)
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SMB: Thanks, Danny!
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Behind the scenes of TURN ME ON 4: Decades…
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