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Gaming

FCB/West Teases ‘Battlefield Hardline’

FCB San Francisco teamed up with Imaginary Forces and directors Miguel Lee and Charles Khoury for the above teaser for EA’s Battlefield Hardline, which is slated for an October 21st release.

The team takes a minimalist approach to the teaser, eschewing voiceover in favor of close ups of the game’s weaponry while also teasing a clash between law enforcement and criminals. True to the teaser format, the spot reveals little, leaving viewers wanting more. To pull off the trailer, Khoury and Lee directed separate shoots on the same stage. While Lee’s crew “was responsible for filming all of the actors, vehicles, weapons, gear and paraphernalia in a sleek, action-packed fashion,” Khoury and his team “shot at high speeds to capture all of the slow-motion explosions and actual weapon fire including a submachine gun, pump shotgun and assault rifle.” While the teaser reveals little about the Battlefield Hardline‘s plot or gameplay, weapon-loving fans of first-person shooters should eat this right up. Credits after the jump. Read more

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Erwin Penland Remixes Classic Atari Games for Denny’s

Erwin Penland has a fun new campaign remixing classic Atari games promoting Denny’s “Greatest Hits Remixed” menu.

The agency worked with Atari on remixed mobile versions of the games Asteroids, Centipede, and Breakout. All three were reimagined to feature breakfast items, and reborn as Hashteroids, Centipup and Take-Out. The games come complete with bizarre, breakfast-related storylines, such as this one for Centipup, as related by Joystiq: “Once upon a time, a young boy named Danny came across a bottle of syrup and with just a slight squeeze the bottle’s sticky contents had the power to turn anyone or anything into a fried egg.”

The campaign aims to capitalize on the nostalgia of Gen-Xers, an oft-overlooked demographic as advertisers focus more and more energy on appealing to Millenials. It also marks the first partnership for Atari since filing for bankruptcy early last year. “We are excited to be partnering with Denny’s on this partnership,” said Atari CEO Fred Chesnais in Marketing Land. “Transforming our classic and beloved games into a retro, remixed promotion will be a natural way to expose our brand to a new generation and resonate with our long-time fans in a fun and unique way.”

You can check out a trailer for the games, which are available for iOS and Android devices, above.

Gaming Ads Are the Biggest Thing Around…If You Ask Sony

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There is no real breaking news here. Advertising for video games has only grown more prevalent with the launch of interactive gaming as top brands aim for a little word-of-mouth love, real-time sharing and a larger piece of the consumer pie.

However, this story from Business Insider is news: Sony has spent $59 million on PS4 advertising … in the past five months alone.

Moreover, the company succeeded in its efforts to trample Microsoft’s marketing campaign, which only spent $34 million within the same time frame.

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Saatchi Thailand, FIFA Invite You to ‘Be the One’

Saatchi & Saatchi Thailand is capitalizing on the World Cup action by joining forces with its new client, Asian online gaming brand Garena, to hype the free EA Sports multiplayer game, FIFA Online 3. Following days of teasing last week in the form of media hijacking of Southeast Asian soccer news sites, where actual football stars mentioned in news articles were replaced with that of Thai game players, Saatchi Thailand and Garena have officially launched the campaign, “I Am the One,” via the :60 spot above.

Dubbed “Messi’s Arrival,” the clip debuted the day before the Argentinean superstar and his countrymen defeated Bosnia and Herzegovina and imagines what he experienced upon landing in Brazil through the eyes of someone who perhaps resembles your ideal gamer. Of course, Messi himself never actually appears in the spot (he’s in a million other commercials as you may have noticed, though), but it basically keeps in the line with the “I Am the One” campaign theme. Along with the spot, Saatchi Thailand is also developing content for its native audience based on results from its Live Creativity real-time social and content hub, which will follow World Cup news and social chatter as the event progresses. The agency’s ECD, Nuntawat Chaipornkaew, explains, “When Brazil scored an own goal, our content team produced an ‘interview’ with a Thai player talking about how he just wanted to score the first goal. When Spanish star Alonso lost tooth, so did our stars and even the audience. When Suerez hurt his knee, so did we.”

With the film and social components covered, the parties involved will also be launching the full website for FIFA Online 3 come tomorrow. There, an interactive version of the film will be available and allow viewers to insert their own faces into it to “be the one” and also join the world’s largest football team photo. One can only imagine how that will turn out. Credits after the jump.

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W+K Amsterdam Calls on American Heroes for EA Sports

With the World Cup kicking off today in Brazil, W+K Amsterdam has a new campaign for EA Sport’s 2014 FIFA World Cup Brazil (out now on PS3 and Xbox360), aimed to “appeal to every gamer, and to every American with a star-spangled heart.”

The campaign calls on viewers to be “The next American hero” in a 75-second online spot as Team U.S.A. faces the “Group of Death” in Brazil. “The Next American Hero,” which also appears in 15 and 30-second online advertisement iterations, features a “team of soccer heroes representing a cross-section of American society” — such as an  astronaut, cowboy, tech entrepreneur and cheerleader — take the field for the US. Set to the song “Real American,” the spot is built around the idea that with 2014 FIFA World Cup Brazil, the fate of the US soccer team is in your hands. And odds are they’ve got a better chance at advancing past group stage than the real team. We’ve got credits following the jump. Read more

Xbox, twofifteenmccann Fly Interactive Fizzie Balloon at E3

Fizzie, a character in the upcoming game Sunset Overdrive from developer Insomniac Games, made an appearance at this year’s Electronic Entertainment Expo in the form of a large, interactive balloon flying in the lobby at the Los Angeles Convention Center from June 10th – June 12th.

Brought to life by Xbox and twofifteenmccann, Fizzie takes questions from the E3 crowd, offering up invariably sarcastic answers. In Sunset Overdrive, Fizzie “is a talking balloon that hovers over Sunset City and is the cheery face of the Fizzco Corporation while acting as the perfect corporate shill.” So what better place for Fizzie to make an appearance than the largest trade show in the video game industry, rife with event marketers attempting to woo customers and media alike. If you’re not lucky enough to make it to E3 this year, you can still keep up with Fizzie’s antics on Twitter via the hashtag #FizzieSays. For footage of Fizzie in action, check out the video above, and stick around after the jump for credits. Read more

Bi-Coastal Prodco Unveils Epic Doc for Gaming Brand, 2K

San Francisco/Brooklyn-based production company Story Developing has teamed up with host, Machinima, to unveil a new film for gaming publisher, 2K, that’s essentially a 60-minute advertisement disguised as a documentary. In what should appeal to both hardcore and casual gamers, emerging artists and the like, the film follows the story of a handful of college students who are vying for internships at 2K, the Novato, CA-based brand that’s known for titles like the NBA 2K series and Borderlands. 

Anyhow, this ideal-for-lunchtime doc not only follows our 2K hopefuls, but also features a host of interviews with industry folks, 2K execs and the students themselves who offer their thoughts on the evolution of gaming and the impact it’s had among other tidbits. The folks at Story Developing claim this film just might be a prime example of ”a brand blurring the lines between creativity and advertising.” Well, perhaps, but at the least it might just inspire some budding artists looking to make some inroads into the gaming world. By the way, kudos on kicking things off with a little old-school Super Mario action. The trailer’s above, but if you have the time, you can check out the full-length doc dubbed The Art of the Game after the jump.

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One/x Unveils Pig Gamer for Farm Sanctuary

One/x has released a new stop-motion animation advertisement for Farm Sanctuary demonstrating the intelligence of pigs and telling people to go vegan.

All the characters in the spot were created with folded paper in an attempt to marry form and function, exemplifying the theme of “pigs going from being seen as one-dimensional beings—which makes it easier for people to justify their exploitation—to the emotionally and cognitively complex, multi-dimensional beings they truly are.” The spot shows a pig beating both a chimpanzee and young child at a video game while quoting university studies that found pigs excelled over chimps and three-year old children at video games involving a joystick. It concludes with the tagline (perhaps borrowed from great white shark Bruce’s fish eating mantra in Finding Nemo), “Pigs are friends, not food” before a “Go Vegan” message pops up.

While the spot cleverly demonstrates the intelligence of pigs, in a visually striking way, there’s not a lot to support the leap from “Pigs are smart” to “Go Vegan.” Plenty of other animals people eat really do seem to lack intelligence. As Werner Herzog said, “Look into the eyes of a chicken and you will see real stupidity. It is a kind of bottomless stupidity, a fiendish stupidity. They are the most horrifying, cannibalistic and nightmarish creatures in the world.” Still, if convincing people that pigs are intelligent creatures and not mindless bacon machines was the main intent, then One/x has done a good job here. Credits after the jump. Read more

BBH NY Launches Campaign for PS4′s ‘Infamous: Second Son’

BBH New York continues its PS4 onslaught with a live-action spot at the center of their new campaign for Infamous: Second Son, the third game in the best-selling Infamous series and Sony PS4 exclusive (you might consider it Sony’s answer to TitanFall, which we reported on yesterday).

The entirely live-action (although there is some silent gameplay footage on the end screen before the Playstation logo), :75 spot “depicts a locked-down city of Seattle where the superhuman protagonist, Delsin Rowe, fights back against the oppressive Department of Unified Protection (DUP).” Rowe is depicted in the ad by a somewhat passable lookalike in his trademark red cap, trailed by the DUP. The new ad teases the kind of action players can expect from the game, while avoiding revealing anything about the story. It should draw interest from both fans of the series and newcomers.

BBH New York’s campaign rolls out with “TV advertising based on the short film,” as well as additional “complementary online advertising.” Gameplay developer Sucker Punch, meanwhile, has released a trailer showcasing gameplay features players can expect in the new game. Infamous: Second Son will be released on globally on March 21st. Stick around for credits after the jump. Read more

Heat, Hungry Man Unleash ‘Shadow’ for EA’s ‘Titanfall’

Heat and their production partner Hungry Man have released a new spot for Xbox One crown jewel exclusive and E3 critical darling Titanfall, which just had its North American release yesterday.

The new, 60 second spot (there’s also a 30 second version), entitled “Shadow,” imagines what it would be like to constantly be shadowed by a 25-foot Titan that obeys your every command. Following in the recent trend of inserting gamers into the real world, the spot attempts “to capture the ear-to-ear grinning invincibility you feel when you first climb into your very own Titan and start dominating the world.” “Shadow” follows a man with a shit-eating grin walking through a city trailed by his own personal Titan. Everything is just peachy until he runs into another Titan owner, at which time, as you might expect, shit goes down.

The spot manages to capture the overall “Life is Better with a Titan” theme of the campaign, while also demonstrating Titanfall‘s unique features, like verticality. What really makes the spot work, though, is the perfect transition to gameplay footage during the final 15 seconds. While there’s nothing revolutionary about Heat’s approach here, they find a balance between live action and gameplay footage that a lot of similarly minded ads miss. And they certainly succeed at making the game look like a lot of fun. Stick around for credits after the jump. Read more

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