The Wonderful World of Charlie Sheen

Like anyone with an Internet connection, we at the 7th Chamber have been avidly following the trials and tribulations of a once great man – a man who at the very least mildly amused at times in the show that was Two And A Half Men (a spot which earnt him a reported $1.8 million per episode). Yes, we’re talking about Charlie Sheen. And if in case you’ve been stuck under a rock for the past week or so, you won’t know anything about his sordid weekends with porn stars and the now legendary ‘banging’ of ‘7 gram rocks’.

Charlie looking a little worse for wear.

Although Sheen’s plight is undeniably compelling and sad to some extent, what’s even more surprising is the reaction to his tales of excess and brutal honesty about his own drug use. Amidst the shadows and mirrors which encircle modern media, Sheen’s frankness is somewhat refreshing, as seen in this interview. (ABC News has disabled embedding by request. Sorry folks.) But the public reaction, especially in the realms of social media has been remarkable.

His Twitter account was newly created (with help from a a marketing firm called Ad.Ly) a few short days ago, has seen an unprecedented rise through the ranks of Twitter celebrities, taking only 25 hours and 17 minutes to obtain 1 million followers! A figure which, we think, would have surprised even Sheen.

And he’s put it to good use, connecting with his celebrity fans and providing an insightful look into his thought process – whilst making #winning and #tigerblood a must have trend for any socially aware Twitter user. And apparently Tiger Blood the drink has already been tweeted about by P Diddy – he claims that a combination of Redberry Ciroc and cranberry comprises of what will surely be this year’s most infamous beverage.

7th Chamber have never seen someone combine a public meltdown with such a surge in social media hype and business opportunities for Mr Sheen. Let’s hope that, amidst being unceremoniously dumped by the creators of Two And A Half Men (whose show was eerily parodied by House
just hours after the official announcement), Charlie Sheen can rise from the wasted remains of 7 gram rocks and continue ‘winning’.

Oh, and before I forget

Charlie on a roof with a machete. Did someone say ‘Viva la revoluçione’?

Until next time!


Loony Lungs by Saatchi & Saatchi

With the advent of a new year comes a new campaign designed to shock  hardened nicotine addicts into stubbing their cigarettes (and habits) out. Comissioned by QUIT as part of their long term campaign against the foul habit, Saatchi and Saatchi have taken a step away from graphic depictions of tumours and lungs (which to my eye always look suspiciously fake – the man with the throat cancer appeared to have a large steak wrapped around his neck) and plunged admirably into something more abstract and dark.

Reminiscent of Adult Swim and Newgrounds (the latter taking up an inordinate amount of my time between 2003 – 2004), the campaign follows the misadventures of  two ‘Loony Lungs’ being, in no particular order: eaten by piranhas, electrocuted and savaged by dogs. Skydiving without a parachute is also heavily featured.

The Loony Lungs will also be featured outside selected Underground stations plus pubs and bars , and will no doubt attract significant attention from night time revelers.

Whilst there is no doubt of the creativity and imagination of the campaign, the gravitas of the effects of smoking is somewhat lost in translation when watching two lungs dangling from a vine with a shoal of carnivorous fish massing beneath them. A huge health risk like smoking can’t be solved overnight by a few viral videos, but the stat’s don’t lie (sorry Mark Twain) – the number of people who managed to quit in 2010 increased by 4% from the previous year.  So it seems the good people at Saatchi and Saatchi X are doing something right, and all for an admirable cause.

However, this does leave me yearning for a slightly more serious and graphic smoking  campaign, akin to the ones seen here.

As a means of shocking one’s target audience and forcing an immediate reaction, some of these campaigns are unparalleled in their directness. Nothing hits harder than attacking the main focus behind humanity’s natural instinct: to reproduce. Therefore any attack on virility and family is effective – particularly for men. Highlighting ‘passive smoking’ was one of the main triumphs behind anti smoking campaigns of the 90’s in creating awareness of the dangers posed to family and friends when lighting up.

That said, smoking is still seen as a form of youthful rebellion for many. Images of such icons as James Dean and River Phoenix with Marlboros clamped firmly between their lips still resonate with young people. The ‘live fast die young’ mentality is embodied by these two men who were cut off in their prime and smoking is seen as part of this image. People don’t start accepting their mortality until familial and financial responsibilities creep up on them – but anti smoking  campaigns sure as hell speed the process up. So despite my misgivings, I applaud any attempt to dissuade this foul habit and look forward to seeing more updates on the crazy capers of the Loony Lungs.

A Friday Social Media Round-Up

Friday Round Up
It’s been a busy week as per usual at Diffusion Media Towers! Having recovered from the collective hangover inflicted by Mark’s 30th birthday celebrations, we’ve found time between our packed schedules to share with you the best of viral videos, social media news and goings on in house:

First of all, a look at our latest campaign with Burger King Singapore which follows the adventures of a vilgilante giant chicken standing up for the rights of the downtrodden Singaporean (think he may have got some tips from these guys and informing the island nation of new delicious chicken based products, what more could you want? Check out the video here:

On a similarly avian note, Angry Birds (the dumbfoundingly popular Iphone App, in case you are devoted to blackberry) is due to be released as an animated series. Seemingly not content with selling over 12 million units, they’ve branched into talk shows on Israeli TV and with this project in the pipe works (via @Mashable) Rovio look set to hit more gold.

Now, everyone texts. We spend hours of our days peering at screens, frantically punching out messages and emails to co workers and friends. But most of manage to keep this and water sports separate. Not this unfortunate woman ( who is now in the process of suing Berkshire Mall for failing to respond to her fall. I guess, like the rest of us, they were doubled up laughing.

Elsewhere, Ricky Gervais gained both plaudits and critics with a controversial (yet hilarious) opening speech at the 2011 Golden Globes.

Defying the normally tepid approach of previous hosts, Gervais’s razor sharp wit scythed through the room, leaving stars like Johnny Depp and Angelina Jolie shell shocked. Something tells me Gervais won’t be getting an invite for the next awards ceremony… But at least he’s agreed to appear in the American version of the Office!

Games like Grand Theft Auto and Manhunt have created headlines for their shocking content and are frequently played by kids far younger than the 18+ certificate displayed on the game casing. Normally concerned parents are normally disgusted by the explicit material that makes up the gaming experience – but not Dino Ignacio. When confronted by the cheery sight of a man being disemboweled here , she just laughs manically. A sign of the times maybe? Or just an elderly Hispanic woman with a taste for gratuitous violence? We’ll let you decide.

Now for some far more important updates from the offices of the 7th Chamber. We are happy to announce that productivity and efficiency is set to increase massively with the introduction of a PS3 complete with Fifa 11 and COD. Requests for meeting room ‘brainstorms’ are at an all time high. Meanwhile, tensions are have reached fever pitch due to the impending Grape/7th Chamber 4 a side derby. Insults are being flung around Outlook. Threats are being made. The atmosphere in the office is crackling with energy. Both sides are going into the fixture confident, but there can only be one winner.

Check back next week for the outcome of this clash of the titans and more news, oddity and work-distracting video content from the wonderful world of viral and social media.

The UK Loves YouTube

I came across a nice BrandRepublic article today citing figures announced by ComScore, detailing online video consumption here in the UK.

According to the stats, UK viewers watched over six billion videos online in November 2010 across multiple platforms, with YouTube predictably being the primary online video destination.

You can check out the full stats here at Brand Republic.

Reading this got me to thinking about some of the videos I ‘consumed’ during 2010. I’m a sucker for a funny YouTube clip – here are some of my favourites from 2010, enjoy.

What were your favourites? If I’ve missed a blinder, let me know.

Tomas – The Book

The 7th Chamber and Jupiter Marketing conspire for the promotion of Tomas, the 1st novel by James Palumbo, with four troubling yet amazing animations.




Tomas: 01.07

‘Absolutely amazing… it’s the most energetic, surreal and extraordinary novel I have read for a very long time…
it’s really remarkable.’
Stephen Fry

‘The noises I made whilst reading this book frightened people on the train.’
Noel Fielding

‘Either mad or genius or both!’
Rory Bremner

‘American Psycho comes to Europe.’
Pete Tong

Bloated bankers, Russian roubles, salacious socialites and filthy footballers: this is the meaning of life in the new millennium. Controlling it all is SHIT TV, the ultimate reality channel, which dares to put homicidal dwarves on rollerblades and obese mamas in tutus. Reluctant celebrity Tomas has had enough. Armed with a tommy gun revolver, he sets out to teach the world a lesson and becomes a messiah in the process.

Along the way he will combat the Russian Great Bear, travel a thousand years into the future and redefine the West, aided by a militant judge, an angelic prostitute, telekinetic alien and the greatest Frenchman who ever lived.

James Palumbo’s fantastical debut is a brilliant riposte of the financial crisis now engulfing us. Like Candide and Gulliver before him, Tomas will startle your imagination, yet linger in your mind. For what seems grotesque, even impossible, has already happened…

About The Author:

Educated at Eton and Oxford, James Palumbo began his professional career in the world of finance. In 1991 he co-founded the iconic London nightclub, Ministry of Sound, and now presides over a global, multi-media business – MSHK Group – renowned for its vision and daring ideas.
Palumbo’s strong opinions and refusal to be daunted by controversy have allowed him to create in Tomas, his first novel, a unique vision of the world, which aggressively challenges the moral corruption at the centre of the present financial turmoil.

Are You Popular?

The 7th Chamber launches new ‘Great Deals for Popular People’ brand campaign with Adam & Eve

On Wednesday 10th June, Phones 4u launched its new integrated £2.5 million National brand campaign that reflects its strong resonance within the tech savvy youth market and its focus on providing value for its customers.

‘Great Deals for Popular People’ is about Phones 4u offering great value deals to ‘popular’ people only.  If customers don’t have 50 friends or more in their address books, they can’t get the deals.

The brand campaign will be supported by a microsite,, where Phones 4u’s professor of popularity will offer a personalized analysis of you or your mate ‘s face. He will suss out if you are a YES or a massive NO and give you tips on how to be more popular. It also features a bespoke Facebook application download and viral content.

The campaign was developed by adam&eve, who it recently appointed following a regular review of the company’s advertising account. Russell Braterman, marketing director at Phones 4u said: “adam&eve was a natural choice for us as they blend creativity and imaginative thinking across all channels.”

Richard Spalding CEO of the 7th Chamber says ” Phones 4 U have created a very effective piece of social media marketing, using viral video and Facebook apps, to reach their target audience.”

The 7th Chamber is proud to be a digital partner and launch this great new campaign.