Kennedy & Addis helm “I Was Framed” campaign for launch of Toshiba & Intel’s Portégé Z830 Ultrabook

NEW YORK, December 14, 2011, —- Actor/comedian/director Jamie Kennedy, whose credits include the half-hour hidden camera/practical joke/prankster WB reality TV series The Jamie Kennedy Experiment, and Michael Addis, with helming credits that include the well received comedic feature documentary Heckler (starring Kennedy), teamed to direct a hidden camera online spot campaign introducing the Portégé Z830 Ultrabook lightweight laptop computer for clients Toshiba and Intel.

The assignment marked the ad directorial debut of Kennedy and Addis who are repped as a commercialmaking duo by First Wave, a New York-based hybrid production/post/music house headed by exec producer Justin Havlik.

The Ultrabook videos feature professional pickpockets Bob Arno and Ben Seidman, along with real-people accomplices and unsuspecting marks. The scenarios involve an Ultrabook being placed inside the bag of a distracted, unsuspecting person. The computer is so light that he or she doesn’t even notice they’re carrying a laptop. Sure enough, a security guard comes around asking to inspect people’s bags for a stolen computer. When the guard discovers the laptop, accusations fly at the mark who’s been deftly set up. Kennedy related, “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. 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. “The “I Was Framed” campaign also includes an interactive component with an embedded YouTube video game that lives on Toshiba’s Facebook tab. Havlik produced for First Wave. Ruben O’Malley served as DP. 
Click Below to view the “Ryan Set-Up” on YouTube