My second post this week on Adweek covers a specific component of the Bad Santa 2 campaign:
Now, 13 years later, Willie and his compatriot Marcus (Tony Cox) are back for more Christmas thievery, this time including Willie’s mother, played by Kathy Bates. Instead of a department store (possibly a reflection of how the retail landscape is no longer the golden goose it was over a decade ago), the crooks have their eye set on a charity in Chicago, though all the characters are still as loathsome as they were when we first met them.
To bring Bad Santa back with a bang, Broad Green Pictures partnered with Kvell, a creative studio based in Santa Monica, Calif. The studio was given the brief to create a campaign that was “as vulgar as possible,” according to Kvell co-founder Adam Rosenberg. That’s in keeping with the overall gist of the story, which involves as much cursing, sexual content and generally hateful, selfish, misanthropic behavior as you can imagine.