As the editor for the site After These Messages from 2007-08, I waded through and curated the world’s advertising looking for the best, most creative, most socially responsible ad campaigns to hit the mediawebs every day. Out of those two years, the absolute best commercial I saw was the Discovery Channel’s I Love the Whole World spot. It’s one of those rare instances that you can say that advertising has actually raised itself above the morass of lies and hucksterism to become something like actual, uh, corporate folk art. And, lo and behold, the Discovery Channel and agency 72andSunny just released the followup.
Eighteen months ago, the Discovery Channel made people very happy with its “I Love the World” commercial, in which the network’s talent sang about their passion for life, the universe and everything. The promo did so well (4.5 million views on this YouTube version alone) that they’ve gotten the agency, 72andSunny, to do a sequel. Same song, different visuals. Still catchy. The tagline remains, “The world is just awesome.”
Check out the new spot below.