bobby-hundreds/72andsunny.
a campaign called “Unhate”: Riazatt Butt, “Benetton Tears Down Pope-Kissing Ads
After Vatican Legal Threat,” The Guardian, November 17, 2011,
https://www.theguardian.com/world/2011/nov/17/benetton-pope-kissing-ads.
“in the field of advertising”: Butt, “Benetton Tears Down Pope-Kissing Ads.”
“I expect us to be”: Hundreds, “Inside 72andSunny, Advertising’s Bright Horizon.”
“high pressure”: Ibid.
“We had to get concepts”: Ibid.
He assigned Joanne Lovato: Petey McKnight and two other executives, interviews
by the author, January 24, 2017–October 20, 2017.
thick technical tome: Petey McKnight, interview by the author, January 24, 2017.
Three times a week: Ibid.
ad-lib their parts: Former Galaxy marketer, interview by the author, October 23,
2017.
“We don’t have a campaign here”: Brian Wallace, interview by the author,
September 28, 2016.
frantic all-nighter: Brian Wallace, interview by the author, September 28, 2016.
21: THE NEXT BIG THING
It started, as before: Samsung Electronics, “Samsung Galaxy S II (The Next Big
Thing) Commercial,” posted by YouTube user iAnimationProduction on
November 22, 2011, https://www.youtube.com/watch?v=GWnunavN4bQ.
“God damn!...We’ve got a campaign!”: Brian Wallace, interview by the author,
September 28, 2016.
Five days later: Former Galaxy marketer, interview by the author, October 23,
2017.
They proceeded to leak the film: Effie Awards, “Samsung Mobile: The Next Big
Thing Is Already Here,” 2013, https://effie.org/case_database/case/
NA_2013_6977. Full case study not available online; it is in the author’s
possession.
fastest-growing brands on Facebook: Association of National Advertisers, “Speaker
Profile: Todd Pendleton,” https://www.ana.net/ajax/speaker/id/29267.
“We are the fastest-growing brand”: Samsung Electronics, “Samsung Galaxy S III
Launch Press Conference,” posted by YouTube user GamerStuff on June 21,
2012, https://www.youtube.com/watch?v=Mppharp0R3Y.
“Get ready to take out”: Chenda Ngak, “Samsung Galaxy S II Ad Mocks Apple
Fans,” CBS News, November 23, 2011, https://www.cbsnews.com/news/
samsung-galaxy-s-ii-ad-mocks-apple-fans/.
