10/18/12 3:52 PMAd of the Day: Conjoined Twin Brothers Embrace Spike TV | Adweek

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A h, conjoined-twins humor. Does it ever get old?You be the judge, as Spike TV gives you a full two-

and-a-half minutes of it in the mockumentary below,produced by Hungry Man and directed by Dave Laden for the cablenetwork.

If we've learned anything from the Skittles campaign, it's thatyoung men are obsessed with ravaged anatomies—any poorlyfunctioning body part will do. Targeting the same demo, Spikesurely saw lots of promise in the idea of twin brothers joined at thechest. Locked forever in an absurd bro hug, Dan and Ethan Duffy,

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10/18/12 3:52 PMAd of the Day: Conjoined Twin Brothers Embrace Spike TV | Adweek

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described by the network as a modern-day Goofus and Gallant,couldn't be more different. Dan's a carpe diem kind of guy,meatheady but full of life. Ethan's an angry, morose, chain-smokingloser. The superstar and the slacker. Guess which one watches moreSpike TV.

All the sight gags are in here, as nothing is easy for these two—whether they're exercising, brushing their teeth, making out with agirl (that would be Dan, with Ethan trying to cop a feel), or cruisingdown a Slip 'n Slide. It's pretty basic stuff—really quite spectacularlystupid at times—but hard not to chuckle here and there.

"The idea came from us wanting to show the contrast betweensomeone that was exposed to Spike TV and someone that wasn't—so conjoined twins thatwere facing separate directions made perfect sense," says Hungry Man writer Justin Warias."I prepped for the job by watching some documentaries on actual conjoined twins andseeing how they interact and move with each other. There's an unlimited amount of comedythat can come from being stuck to someone, so once we applied that idea to the new lineupof Spike TV shows, the scenarios came pretty easily."

The spot gets a bit too complicated for its own good toward the end, when Dan forsome reason starts a tattooing/tax-preparation business. And the writing could be better—the visual comedy carries things well enough, but the guys should have a few more goodone-liners. But still, you know, conjoined twins! The kids are going to love this.

A :30 and a :60, also posted below, will air in rotation.

10/18/12 3:52 PMAd of the Day: Conjoined Twin Brothers Embrace Spike TV | Adweek

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CREDITSClient: Spike TVProducer, Writer: Lukas KaiserVice President, Creative Director: Terry MinogueProduction Manager: Bill Trojanowski

Production Company: Hungry ManDirector: Dave LadenManaging Partner: Kevin Byrne, New YorkLine Producer: Jason GilbertDirector of Photography: Matthew WoolfWriters: Justin Warias, Frances Galvon

Editing: The Cutting Room

Topics: Ad of The Day, Cable, Hungry Man, Spike TV, Creative

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10/18/12 3:52 PMAd of the Day: Conjoined Twin Brothers Embrace Spike TV | Adweek

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