Different. Thought provoking. Topical. They’re probably the three top items that every news publisher aims for. They’re also the three things that Wieden + Kennedy has achieved in the first brand campaign for The Atlantic in ten years, a publication (since 1857) that covers politics, business, culture, technology, national, international and life.
The two and a half minute film is a discussion between actor, Michael K.Wiliams and three other version of himself – philosopher Michael K.Williams, gangsta Michael K.Wiliams and smart ass Michael K. Williams. The topic of the discussion is, “Am I typecast?” and its theme is Question Your Answers. In the process, the four Williams touch on issues ranging from race relations to the presidential election.
Why Michael K.Wiliams? Because he’s a complex human being and an actor who plays complex roles. Here’s an extract from The Guardian that describes him:
“Williams, who was born in Brooklyn and still lives there, was a successful dancer in the 1990s, working with the likes of George Michael and Madonna before switching to acting, having being encouraged to do so by rapper Tupac Shakur. The youngest of 10 children, he got some bit parts – in The Sopranos and in R Kelly’s rap opera Trapped in the Closet – before landing his big break, the role of Omar Little in The Wire. His portrayal of a gay, shotgun-toting “hood Robin Hood”, who stole from dealers to give to the poor, brought international attention and a cult following in some unlikely places. He was Barack Obama’s favourite character.”
After The Wire (and cocaine addiction), Williams played Chalky White in Boardwalk Empire and two real-life gangsters – America’s most notorious crack-cocaine dealer, Freeway Ricky Ross, in Kill the Messenger, and former Wu-Tang Clan rapper, Ol’ Dirty Bastard.
Where did the idea come from? The Atlantic answers that on the campaign’s web page:
“Since 1857, The Atlantic has been challenging established answers with tough questions.” During the development of its brand strategy, the publication discovered that its readers do too.
In the campaign directed by David Shane through O Positive, Michael K. Williams wrestles with his own tough question. And asks its audience, “What are you asking yourself?”
It’s a sophisticated way to engage a thinking audience.
The campaign was written by Brock Kirby and the film is running on social media and on the campaign web page, accompanied by a letter from The Atlantic’s president explaining the campaign and articulating the publication’s guiding principles.
The campaign will also include shareable digital question cards asking questions such as, “When does childhood end?” and “What does American mean?”
As an adjunct to the campaign, The Atlantic is also introducing an editorial series from Atlantic Studios, Bold Questions, which interviews notable figures such as Ruth Bader Ginsburg, Ta-Nehisi Coates and Caitlyn Jenner, and illustrates them through animations.
