72andSunny Helps G4 Conceive--and Promote--New "Star Trek 2.0" Show

Los Angeles ad agency 72andSunny has teamed up with G4 to launch and promote "Star Trek 2.0," a new TV series that reinvents classic Star Trek episodes in an innovative and interactive way. In addition to collaborating with G4 on the concept for the show, 72andSunny also conceived a stop-motion ad campaign to help promote the series. "Star Trek 2.0" premieres Monday, April 10th on G4 at 11 pm ET/PT, with the promo spots "Karaoke," "Coffee Shop," "Cribs" and "Pool" breaking that day as well.

To attract a new audience to the series, 72andSunny proposed a way to re-package classic episodes of Star Trek. The show contains interactive features like "The Spock Market," Trek trivia, and a real-time chat function. 72andSunny also created a four-spot TV campaign with help from NYC's Rogue Creative, that uses stop-motion animation of Star Trek dolls kicking it in the modern world.

"Star Trek 2.0 is basically an entertainment mash-up. We thought it would be cool to do a sort of cultural mash-up of the world of Trek with the world of today," said 72andSunny copywriter Jason Norcross. "Plus, since we're introducing 'Star Trek' to a potentially new audience on G4, it made sense to put the show in a more modern, relatable context."

Adds Glenn Cole, 72andSunny Partner and Co-Creative Director, "72andSunny has always been a total creative partner for our clients, and this often means doing work that doesn't fit into the definition of advertising. There are plenty of ways to elevate or evolve a client’s brand, and when it involves shaping the content it becomes all the more interesting for everyone."