A critique on the zune advertising and why it can be considered a failure

72 and sunny, the agency who helmed the creative behind Zune's marketing is known for using grassroots culture to sell products and companies. If you take a look at their work, especially the DC Shoes spots, they aren't in the business of using million dollar productions and clever storylines. Most of their work is merely a hodgepodge of clips and moments cut together with a tagline at the end. Are they great, sure, but it's more of a lesson in being hip to something before someone else uses the people or footage for something else. And it was in this spirit that they created the zune campaign, "welcome to the social."