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Gaming

FCB West Gets Interactive for Dragon Age: Inquisition

FCB West created a campaign promoting the release of Electronic Art’s Dragon Age Inquisition, centered around broadcast and online trailers.

The trailers feature dramatic gameplay footage designed to pique viewers interest in the game, which was released this Thursday. In the 80-second broadcast spot, “The Breach,” for example, an epic battle ends with a dragon blowing fire at the screen, which turns into the title and release date, accompanied by the tagline “Lead them or fall.”

But FCB West’s campaign doesn’t end with the trailers, as the agency created a whole interactive experience which “both challenges and rewards fans with bonus content like no other advertising campaign to date.” The agency created “Quest for the Red Lyrium Reapers,” an interactive experience at DragonAge.com which challenges players with finding hidden content within the game’s campaign videos, and offers a unique incentive: an in-game weapons pack. It’s an interesting approach to get fans engaged with FCB’s campaign, and one that makes the content relevant past the release date. Stick around for the online trailer (along with credits) after the jump. Read more

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BBH NY Shows Gamers How to Do a Proper Victory Dance for PS4

BBH New York enlisted dancers from the New York City Ballet for a series of ads depicting victory celebrations for PS4, an extension of the “Greatness Awaits” campaign.

Each of the six spots begins with a group of dancers performing classic ballet moves in scenery/dress meant to evoke certain styles of games (sports, space, war, etc.) before a musical change signifies a shift in style and they perform a more modern victory dance. At the end of each 30-second spot, viewers are invited to contribute to the linked social initiative, calling on gamers to submit their own victory dance on Instagram for a chance at winning a PS4. At this point, any gaming advertising that tries something different is a welcome departure, and the social initiative has the potential to lead to some fun engagement with fans. We do wish, however, that they had managed a take of “Dunk” (stick around for it after the jump) where she actually makes the shot. Read more

180 Amsterdam Launches ‘Welcome to the Future of Play’ for PS4

180 Amsterdam has launched a new campaign for Sony’s PS4 holiday push entitled “Welcome to the Future of Play.”

In what has long been the standard for gaming advertising, players are thrust into the action of a game. “I don’t want to die…again,” says one of the players, as he and a friend hide during a fierce battle. The friend decides they have three options: check YouTube and hope someone shared how to get past the stage via the PS4′s “Share” button; ask their friend Dave how to survive the Viking attack; or invite Nick to join them in the game, even though he doesn’t own the game. The last option illustrates one of the PS4′s big selling points, that you can join a friend’s game remotely, even if you haven’t purchased the title. The way the ad arrives at this point, however, may seem a little forced to some viewers.

The campaign is launching simultaneously in Europe, Australia, New Zealand, India, South Africa and Middle East, as the holiday season approaches. In addition to the broadcast spot, the campaign also includes print and OOH elements, each focusing on one of the key new features for the PS4 promoted in the spot. Read more

Mistress, Ubisoft ‘Make History’ for Assasin’s Creed Unity

Multi-disciplinary agency Mistress worked with Ubisoft to create a cinematic trailer for the upcoming release of Assasin’s Creed Unity, the latest in Ubisoft’s long-running franchise which is set for a November 11th release.

Mistress teamed up with production company Mothership Media and VFX studio Digital Domain to bring the trailer to life. The spot opens on in-game action, which text informs the viewer takes place in 1789, during the French Revolution. Then the action cuts to a group of friends sitting in a row, each with controller and headset in place, demonstrating the game’s new cooperative multiplayer feature. From here action switches between the friends and their in-game counterparts in the all too common “thrust into the action” trope. Still, Mistress and company pull it off better than most, pacing the transitions well and giving a good glimpse of the action gamers can expect while presenting a persuasive representation of being thrown into the world of the game. The ad ends with a new tagline for the franchise, “Make History,” which seems like a great fit.

“We loved working with Mistress because they had a distinct vision of what the spot should be, they stuck to it and Ubisoft trusted that instinct,” Director Neil Huxley said. “Using everything from the performances of the gamers which were edgy and fun to every weapon at our disposal from our VFX pipeline, helped us arrive at a very stylized cinematic spot we’re all very proud of.” Read more

72andSunny Wants You to ‘Discover Your Power’ with Call of Duty: Advanced Warfare

Earlier this month, Ant Farm released a gameplay trailer for the new Call of Duty: Advanced Warfare. Now, with less than a week until the game’s release, 72andSunny have unveiled their live action trailer, starring Taylor Kitsch, entitled “Discover Your Power.”

The 90-second spot, directed by Peter Berg, offers a slight tweak on the usual live action gaming trailer, putting the viewer in the first-person perspective as they accompany Kitsch through a series of intense battles with enemies that display how the futuristic setting changes the nature of the game. It’s a welcome change of pace, and makes a lot of sense for a first-person shooter, although it can be a little bit of a dizzying experience. Read more

MOFILM Adds Latest Chapter to ‘Greatness Awaits’ for Playstation

Playstation teamed up with MOFILM for the latest installment in the ongoing “Greatness Awaits” campaign promoting the PS4, which debuted during Sunday Night Football’s San Francisco 49ers vs. Denver Broncos’ game.

While last year’s installment from BBH New York at least felt like it tweaked the formula a little bit, the latest iteration of “Greatness Awaits” struggles to differentiate itself from its past. The 60-second “Friendly Competition” opens with two buddies throwing it down on the basketball court. “What do you got?” asks one friend. “I’ve got Kevin Durant,” the other replies, and morphs into the gaming version of the NBA star. From here, the friends find themselves thrown into a series of games in a now very familiar formula, set to Daft Punk’s “Contact,” ending with Destiny and the “Greatness Awaits” tagline. Maybe it’s just that it’s been used so much, both in and out of this particular campaign, but the approach now feels somewhat stale and “Friendly Competition” does little to expand upon or revitalize it. Read more

Ant Farm Teases Call of Duty: Advanced Warfare Release for Activision

With the release of Activision’s Call of Duty: Advanced Warfare coming up on November 4th, Ant Farm has released a 60-second gameplay trailer, the last piece in the long advertising onslaught for the game, which kicked off with a reveal trailer starring Kevin Spacey (who voices a character in the game) back in May. 

Lines from Spacey’s in-game character hold together the trailer, along with gameplay footage and quotes from advanced reviews of the title, such as Forbes‘ “…transcends the line between game and film…” The spot highlights the changes from previous iterations in the franchise, touting a more important plot and improved multiplayer while putting the game’s improved graphics on display. Fans of the franchise have probably already put in their pre-orders but emphasizing the changes in the franchise could bring some newcomers on board.

“We’ve been partners with Activision on the Call of Duty franchise from its infancy, and over the years we’ve had the fantastic opportunity to see it grow to become the massive pop culture phenomenon it is today,” said Rob Troy, chief creative officer at Ant Farm. “This year, the graphics and the multiplayer aspects of Advanced Warfare took a huge leap forward, so the creative aspects behind this campaign needed to pay homage to that.” Read more

Ant Farm Teams Up With Childish Gambino for Far Cry 4

DDB-owned agency Ant Farm teamed up with rapper Childish Gambino for a new Far Cry 4 gameplay trailer set to the Gambino track “Crawl.”

In a lead-in to the gameplay footage, Gambino discusses his choice of “Crawl” for the trailer while hanging out with friends playing the game. The Ubisoft logo then appears onscreen, and a variety of in-game action plays out to the track for the remainder of the ad. It does a good job of mixing a variation of game footage — from what appear to be cut scenes to actual gameplay — to keep things from getting monotonous, and the footage does seem carefully tailored and edited to fit the song.

“Our goal for this trailer was to emphasize the perfect pairing of the song and game, and give fans a memorable musical and visual experience that is authentic to both artistic groups” said Ant Farm  VP/Creative Director Scott Cookson. “The chance to merge cutting-edge gameplay footage with a unique musical talent was an exciting and welcomed opportunity to produce a unique and stylized film that is both memorable and compelling to the brand.”
Read more

Tribal Worldwide Creates Robotripping, Puking Robot App

Tribal Worldwide has a new campaign discouraging teen cough syrup abuse on behalf of the Consumer Healthcare Products Association and the Partnership for Drug-Free Kids.

Rather than take a typical scare-tactic approach, Tribal Worldwide instead decided to make a fun game. The game, entitled “DXM Labworks” lets players get a robot all messed up on DXM (the psychoactive ingredient, dextromethorphan, in some cough syrups) and see what the effects are like (spoiler alert: the robot pukes a lot). Billing the app as “your chance to see the effects of abusing DXM without trying it yourself,” the idea is that teens will try out the game and see an unglamorous portrayal of the effects of the drug.

“It’s not a sexy drug –- there’s loss of motor control, slurred speech and, of course, the uncontrollable puking,” Kinney Edwards, executive creative director at Tribal, explained to Mashable. “Social disapproval really matters to teens, and they can see first-hand how embarrassing and not cool this is.”

The campaign is mostly aimed at “on the fence” teens, those who are considering experimenting with the drug and perhaps researching its effects online. By presenting them with a game that simulates the effects of the drug, Tribal hopes the teens will make the judgement that DXM’s negative effects are not something they want to experience. The agency decided that teens easily dismiss PSAs but that they might be more receptive to a fun, mobile game. And what’s not fun about a robot puking?

twofifteenmccann Unveils Trailer for ‘The Un-Filmable Game’

Instead of making a live action trailer for Insomniac Games’ Sunset Drive for Xbox, twofifteenmccann created a fictional behind-the-scenes take on an attempt to film a trailer for “The Un-Filmable Game.”

The “Rules are Meant to be Exploded” marketing campaign for the title began all the way back in June, including a giant, interactive balloon of character Fizzie at E3. Fizzie is around for this effort, repeating a profanity-laced line at the end of the spot (visitors are asked to enter their date of birth before viewing). The ad promotes the game as too intense for a live action trailer (which has become something of the default for big game releases) as it parodies an attempt to make one for the game in which everything goes wrong, off-screen. It’s kind of a clever approach, and even finds a unique way to incorporate gameplay footage, but, unfortunately, it’s just too long for its own good, with the full-length online version clocking in at almost four and a half minutes. A 2:30 version will air tomorrow on Adult Swim’s Robot Chicken, and the integrated campaign will continue through the game’s October 28th release and beyond. Read more

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