TBS: American Dad
American Dad goes punk reaching 1 Billion Green Day fans.
Background
TBS wanted to promote Season 19 of American Dad through a partnership that would create buzz and capture a new audience to become fans of the show. The problem? American Dad is an unconventional show with jokes that might not fit most brands' essence. Additionally, we wanted to make sure that it was clear that the premiere was on TBS. And to add to the chaos, we had a long list of stakeholders that all needed to sign off on the collaboration in order for this to be produced. What we needed was a list of brands that would compliment the essence of the show that were also up-and-coming companies with a large following.
Services Provided
- Brand Activations
- Campaigns
- Content Creation
- Packaging
- Video & Animation
The Approach
After reaching out to dozens of brands, we finally came across our dream partnership: Green Day’s coffee company: Punk Bunny. It was the perfect way to reach Green Day’s dedicated audience while giving nod to our theme song: Good Morning USA. A hero content piece was created for on-air and on all American Dad, Green Day and Punk Bunny social accounts. Additionally, lower thirds played during new episodes and cartoon drawings of the band as American Dad characters were created to compliment the campaign.
Bag Artwork
Custom bag artwork was designed to highlight the collaboration between Punk Bunny and American Dad. The design features spray-painted stars and stripes inspired by the American flag, Roger the Alien tagging the bag, and a custom illustration of Stan holding a Punk Bunny mug—symbolizing the merging of both worlds.
Once the bag artwork was finalized, a custom CGI render placed in a backstage setting alongside a Green Day guitar pick. This visual was crafted to announce the brand collaboration through our PR campaign, garnering attention from publications such as Forbes and Variety.
Bag Artwork
Custom bag artwork was designed to highlight the collaboration between Punk Bunny and American Dad. The design features spray-painted stars and stripes inspired by the American flag, Roger the Alien tagging the bag, and a custom illustration of Stan holding a Punk Bunny mug—symbolizing the merging of both worlds.
Once the bag artwork was finalized, a custom CGI render placed in a backstage setting alongside a Green Day guitar pick. This visual was crafted to announce the brand collaboration through our PR campaign, garnering attention from publications such as Forbes and Variety.
Custom Campaign Elements
In addition to the hero content and TV Spots, a custom illustration of the band as American Dad characters parody Green Day album covers were created to support the campaign and give another shareable thing from the band’s social accounts.
