Eyeing that always elusive young male demographic, A&E Networks turned to entertainment agency BIGSMACK to craft a clever new hip hop music video inspired promo for the season premiere of their popular Duck Dynasty reality show on Oct. 10. The cross-channel spot debuted during NBC’s highly rated Sunday Night Football broadcast.
“Usually our work for a A&E targets a very broad audience, but this was all about reaching the dudes,” Andy Hann, BIGSMACK’s creative director says. “We wrote some lyrics, but honestly the funniest material came when we let rapper Kurt Hunte do some free-styling on his own.”
The clever spot combines a classic hip hop groove and a fast cut music video edit to tell the Duck Dynasty story, which centers on The Robertsons, a newly-minted multimillionaire Louisiana bayou family living the American dream as they operate a thriving sporting empire manufacturing top-of-the-line duck calls and decoys made out of salvaged swamp wood.
Hann notes that this was one of those rare projects that actually benefited from having a quick turnaround – the project went from concept to final delivery within days.
“Sometimes quick projects like this can be creatively fun because you don’t have time to over-think,” Hann adds. “With more time and money, a simple yet effective idea like this might not have made it up the ladder.”