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Creative

barrettSF’s 'Never Say Never' Ad Series for WWE 2K19 Shows How WWE Superstars Beat the Odds

Campaign theme of overcoming adversity is brought to life in the ad through colourful retellings of the featured WWE Superstars stories

barrettSF’s 'Never Say Never' Ad Series for WWE 2K19 Shows How WWE Superstars Beat the Odds

Advertising agency barrettSF concludes its multimedia marketing campaign with a video showcasing prolific WWE Superstars to launch this year’s release in the popular WWE 2K video game franchise. 

WWE 2K19 releases October 9 for the PlayStation 4 computer entertainment system, Xbox One family of devices including the Xbox One X, and Windows PC.

The theme of the campaign – “Never Say Never” – is brought to life in the ad through the backstories of the featured WWE Superstars, highlighting their improbable individual journeys to WWE stardom.


The commercial is the last in a series of four, all of which are tied together with the “Never Say Never” theme.

The prior three ads showcased WWE Superstars “Rowdy” Ronda Rousey and Daniel Bryan, as well as former WWE Champion Rey Mysterio. But, in this final chapter of the campaign, a broad array of WWE Superstars are on prominent display.



From an unlikely ascension of the shorter-statured Rey Mysterio in a land of giants, to former reality star The Miz’s crossover success, to the redemption story of WWE 2K19cover Superstar AJ Styles, the campaign highlights how each WWE Superstar overcame the odds in visually distinctive ways.



#The ad broke on October 1and will air globally on broadcast, as well as on a variety of digital and social platforms.

“There’s no instruction manual for how to make it in WWE, and ultimately WWE 2K19,” said Todd Eisner, creative director at barrettSF. “Every WWE Superstar’s story is different, yet each has one thing in common – they were all told they’d never make it. It’s fun to celebrate those who make their dreams come true, especially when the dream is as wild as becoming a WWE Superstar.”

barrettSF began its relationship with 2K for the launch of WWE 2K15 in 2014, making this their fifth year of campaign partnership.

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Client

Advertiser: 2K

Marketing Coordinator: Mitchell Jagodinski

VP of Marketing: Chris Snyder

Associate Brand Manager: Ramon Aranda,Robert Hearon

Brand Marketing Director: Bryce Yang

Senior Brand Manager: Greg Zale

Head of Global Marketing – Senior VP: Melissa Bell

Creative Agency

Creative Agency: Mitchell Jagodinski

Executive Creative Director: Jamie Barrett

Creative Director: Todd Eisner

Associate Creative Director: Jen Hart, Meredith Karr

Head of Production: Conor Duignan