The Expendables (2010) - TVGla

Film: The Expendables (2010)

Agency: TVGla

Agency Team: Creative

Audience: Domestic

YouTube Takeover with Sylvester Stallone

Social Creative - YouTube

Description: To promote the badass nature of the iconic Sly Stallone and The Expendables release, Lionsgate paired up with digital agency TVGla (previously, The Visionaire Group) to create a YouTube branded channel where the conventional press junket interview is literally blown apart as the user witnesses Stallone’s “take no prisoners” approach firsthand. Garnering over 3 million views in under a month, this video ad was built with viral in mind. Of course, it doesn’t hurt that Sly, the biggest name to participate in a custom digital piece of this nature to date, destroys the page as he demands that we #dont4get2share.

Innovative Features: First YouTube "rumble page" to feature a celebrity of Stallone's caliber

Awards:

• Theatrical Release Rich Media Campaign (DMACS 2010) - Won

• Best Movie Online Ad (IAC 2011) - Won

• Rich Media Banners/Beyond the Media Banners (Golden Award of Montreux 2025) - Finalist

• Advertising - Online Ads (Horizon Interactive Awards 2025) - Won "Bronze"

• Internet/Online Video – Viral (Telly Awards 2025) - Won "Bronze"

Gallery:

Description:
{{Image|Agency Name=TVGla|Film=The Expendables (2010)|Project=TVGla/The Expendables (2010)|Asset Category=Social Creative|Social Campaign Media=YouTube }}
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