[adult swim]
Adult Swim revels in absurdity. What kind of absurdity? The hold-a-lobster-for-ransom kind.
AD: Reyden Weis
CW: Kateri David
Case Study Video
The Dawn of Landis
To solidify [adult swim]’s standing as the most far-out place on television, we’re is turning back to their mother-station: Cartoon Network.
At the start of the new programming season, seemingly at random, CN will introduce the world to Landis, a live lobster who will serve as the station’s new mascot.
At the start of the new programming season, seemingly at random, CN will introduce the world to Landis, a live lobster who will serve as the station’s new mascot.
The Heist (TV 60s)
Everything will seem normal at first -- perhaps too normal for an arthopod on a meteoric ride to stardom.
However, just two weeks in, the following spot will air at 8 p.m., interrupting Cartoon Network’s transition into its nighttime programming segment:
The Reveal (TV 60s)
One week of radio silence passes. No one knows where Landis is, or if he’s still among the living. But all worries will be put to bed when [adult swim] inturrepts their primetime broadcast with this special announcement:
T
From the Desk of Landis
We’ll graciously allow Landis access to Twitter, where he’ll interact with the masses demanding his release or cheering on his demise.
The Grand Finale:
The Final Act
To cap off Landis’ one-week stint in captivity, we’re hosting Landis Fest, where we’ll reveal the results of our stunt alongside an all-star [adult swim] lineup. If ratings stay the same or worsen, Landis will be boiled alive onstage.
However, if our views increase, Landis will be set free, as promised — but hundreds of lobsters boil alive in his place. Either way, we’re eating good tonight.
![]()
BEHIND THE SCENES EXCLUSIVE
Fun fact: my AD Reyden and I purchased a live lobster for the production of this campaign. We went through quite the emotional rollercoaster in those brief hours Landis was ours, turning from steadfast determination to reluctant friendship to genuine concern for this poor creature. In the end, we had to boil him as we weren’t ready to be parents, but we hope he had the ride of his life in this student campaign. So, R.I.P buddy — you’re gone but not forgotten.
To cap off Landis’ one-week stint in captivity, we’re hosting Landis Fest, where we’ll reveal the results of our stunt alongside an all-star [adult swim] lineup. If ratings stay the same or worsen, Landis will be boiled alive onstage.
However, if our views increase, Landis will be set free, as promised — but hundreds of lobsters boil alive in his place. Either way, we’re eating good tonight.
BEHIND THE SCENES EXCLUSIVE
Fun fact: my AD Reyden and I purchased a live lobster for the production of this campaign. We went through quite the emotional rollercoaster in those brief hours Landis was ours, turning from steadfast determination to reluctant friendship to genuine concern for this poor creature. In the end, we had to boil him as we weren’t ready to be parents, but we hope he had the ride of his life in this student campaign. So, R.I.P buddy — you’re gone but not forgotten.
