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Toshiba Launches Portégé Z830 Ultrabook.

First Wave Entertainment, Tue, Dec 06, 2011

First Waves Jamie Kennedy & Michael Addis Direct I Was Framed

Toshiba Launches Portégé Z830 Ultrabook.

First Wave announces the release of a new branded entertainment campaign for Toshiba & Intel.

The project marks the teams first commercial directorial debut for Jamie Kennedy (“The Jamie Kennedy Experiment”) and Michael Addis (Heckler). The videos feature professional pickpockets Bob Arno and Ben Seidman, along with real-peopl - accomplices and unsuspecting marks. The campaign also stars the lightweight and fashionably slim new Portégé Z830 Ultrabook.
“We took the hidden camera comedy we have so much fun with in TV and film, to commercials and created some pretty cool branded entertainment. The agency came up with a great campaign for us to do what we do best, ” explains Jamie Kennedy.
“Social experiments with real people’s reactions are at the heart of the pieces and we made sure that it was a fun experience for everyone involved,” comments Justin Havlik, Executive Producer of First Wave. “We look forward to the expansion of Jamie & Michaels directorial careers into traditional commercial advertising as well.”
The online commercials include “Ryan” and “Claudia” Set-Ups, the latter featuring being set up by her roommate and a kooky Swedish tourist played by Bob Arno, a criminologist turned world-renowned pickpocket expert with a proven knack for comedy and Ben Seidman a professional Magician and slight of hand artist.

Click on the link beneath to see the footage:

The “I Was Framed” campaign also includes an interactive component with an embedded YouTube video game that lives on Toshiba’s Facebook tab.

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