How do you help launch one of TV’s most beloved sitcoms on a new network? For 2C Creative, which was enlisted to promote “The King of Queens” January 7 debut on Lifetime, the answer was all about the funny. The creative agency dug into the show’s veritable goldmine of comedic clips and fused them into three unique concepts to produce the campaign. Watch the promos HERE.
These creative approaches include a holiday-themed spot, a mash-up and a custom song, all of which capture the hysterical dynamic between Doug and Carrie that made “The King of Queens” so successful and a fan favorite for many years.
“This was a project that was never intended to explain the show but rather to highlight what makes ‘The King of Queens’ so funny, resonating with new and old fans alike,” explained Marni Wagner, 2C Creative Director. “Our biggest challenge was the sheer amount of funny stuff we had to work with, but that’s really a good problem to have, isn’t it?”
To develop each of these spots, 2C went through different processes to find the exact creative they were looking for. For the mashup spot, the team culled through scripts online to find the words or phrases they needed and then tracked them back to soundbites in the individual episodes to make sure they worked in the context of the spot. And for the spot 2C called “Doug and Carrie,” Wagner partnered with composer and audio engineer, Cesar Haliwa, using voiceover, soundbites and self-created guitar riffs, as well as a number of other audio beats and techniques. They both remixed and expanded on a song originally used in the show’s content to create the promo’s final track.
SVP Brand Creative: Valerie Albanese
VP, Brand Creative: Jennifer Ferguson
Creative Director: Ben Asher
Creative Director: Danny Feder
Production Manager: Maryam Riazian
Production Coordinator: Tynisha Lonon
President/Owner: Chris Sloan
General Manager, Senior Director of Operations: Nikki Coloma
Creative Director: Marni Wagner
Lead Editor: Jesus Martinez
Composer/Audio Engineer: Cesar Haliwa
Audio Engineer: Jon Wadley
Executive Producer, Graphics: Bob Cobb
Animator: Dmitri Zavyazkin
Graphic Designer: Andy Fernandez
Assistant Editor: Kelly Lanman