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Industry Cars
Media Digital, Interactive & Mobile
Market United States
Agency Deutsch Los Angeles
Producer Matt Magsaysay, Lynne Manino, Enca Kaul
Creative Director Brian Friedrich, Mark Peters
Director The Perlorian Brothers
Account Supervisor Alex Gross
Production MJZ
Released December 2012

Awards

AICP Show, 2013
MUSICAL ARRANGEMENT - Shortlist

Credits & Description

"Sunny Side" is meant to be an antidote to our negative culture, and particularly online meltdowns as documented in the vast amounts of YouTube freakout videos created in recent years. In the ad, we get people to sing on a hillside with Jimmy Cliff and learn to "Get Happy." The spot from Deutsch LA taps into Internet memes by featuring well-known YouTube "celebs": The Eharmony cat-hugging woman; the sad Packers fan; "Boogie," the guy who destroys his Xbox because someone called him fat; the baseball coach who throws a tantrum at an umpire; the screaming politician; and the sports mascots who fight each other. The video features Jimmy Cliff, the most influential living reggae musician singing the kitschy 60's classic "C'mon Get Happy" from the Partridge Family. It recalls a simpler, more optimistic time when we didnât let ourselves get bogged down in little things.
Title: SunnySide
Category: Automotive
Client: Volkswagen
Agency: Deutsch LA
Production: MJZ
Country: United States of America
Director: The Perlorian Brothers
Client Credits:
EVP, Chief Product and Marketing Officer: Tim Mahoney
VP, Marketing: Kevin Mayer
General Manager Marketing Communications: Justin Osborne
Brand Communications Manager: Jeff Sayen
Advertising Specialist: Chanel Arola
Deutsch Creative Credits and Titles:
Chief Creative Officer: Mark Hunter
Group Creative Director: Michael Kadin
Group Creative Director: Matt Ian
Creative Director: Brian Friedrich
Creative Director: Mark Peters
Senior Art Director: Mike Blanch
Senior Copywriter: Ben Salsky
Director of Integrated Production: Vic Palumbo
Director of Content Production: Victoria Guenier
Executive Producer: Jim Haight
Producer: Matt Magsaysay
Music Supervisor: Dave Rocco
Assistant Producer: Tessa Banks
Production Company(s)/Based in City/State: MJZ
Director: The Perlorian Brothers
Director of Photography: Xavier Grobet
Senior Executive Producer: Scott Howard
Line Producer: Jay Shapiro
1st A.D.: Craig Owens
Editorial Company:Whitehouse Post
Editor(s): Corky DeVault
Assistant Editor(s): Collin Davis
Executive Producer: Sue Dawson
Producer: Lynne Manino
Associate Producer: Evan Cunningham
Post Facility: The Mill
Colorist: Adam Scott
Telecine Executive Producer: Larue Anderson
Visual effects Company: The Mill
VFX Artist: Tim Bird
VFX Assistant Artists: Joy Tiernan, Glyn Tebbutt, Narbeh Mardirossian, Margolit Steiner
Smoke Artist: Scott Johnson
Design: Clarice Chin
Executive Producer: Sue Troyan
Producer: Enca Kaul
Production Coordinator: Samantha Axelrod
Music/Composer(s)/based in City/State:
âCOME ON GET HAPPYâ as performed by Jimmy Cliff
Composed by Danny Janssen and Wes Farrell
Screen Gems-EMI Music Inc. (BMI) and Bike Music (BMI) obo Lovolar Music (BMI) c/oThe Bicycle Music Company
Arranged and Produced by Camus Celli and Paul Conte
Courtesy of Tru-Sound Music, LLC
Audio Post Company/City/State: LIME Studios
Mixer: Mark Meyuhas
Assistant Mixer: Matt Miller
Executive Producer: Jessica Locke
Shoot Location:
Ventura Farms
Stock Footage Company: T3Media
Contact: VP Sales, Jackie Mountain
Additional Deutsch Credits:
Chief Executive Officer: Mike Sheldon
Account Management Credits:
Group Account Director: Tom Else
Account Director: Monica Jungbeck
Account Supervisor: Alex Gross
Media Credits:
SVP, Group Director: Dave Fasola
Planning Director: Duncan Snowden
Planning Supervisor: Sean Williamson
Account Planners:
Chief Strategic Officer: Jeffrey Blish
Planning Director: Douglas Van Praet
Senior Account Planner: Nargis Pirani
Traffic/Business Affairs:
Director of Business Affairs: Abilino Guillermo
Group Director, Integrated Business Affairs: Gabriela Farias
Director of Broadcast Traffic: Carie Bonillo
Broadcast Traffic Manager: Sarah Brennan

The Digital Advert titled Sunny Side (LONG FORM VERSION) was done by Deutsch Los Angeles advertising agency for Volkswagen in United States. It was released in Dec 2012.