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WWE 2K17's Suplex City Spot Takes You to the Toughest Parts of Town, 1 year, 2 months ago

Editors' Choice: barrettSF teams with MJZ's Rocky Morton to launch action-packed post-apocalyptic ad

WWE 2K17's Suplex City Spot Takes You to the Toughest Parts of Town

barrettSF has launched 'Welcome to Suplex City,' a multimedia marketing campaign to support WWE 2K17, the next release in 2K’s flagship WWE video game franchise. WWE 2K17 is scheduled for worldwide release on the PlayStation 4 and PlayStation 3 systems, as well as Xbox One and Xbox 360, on Oct. 11.

'Welcome to Suplex City' is WWE Superstar Brock Lesnar’s catchphrase, as well as the title of a TV spot, UGC promotion, multi-component digital campaign, in-store effort and print ad that will introduce WWE 2K17 to consumers around the world. It’s also “a living, breathing and extremely dangerous place,” per 2K. Suplex City comes to life in ancillary storytelling content, such as interactive maps that reveal residents of the city’s neighbourhoods, as well as game information.

The live-action TV spot opens on the outskirts of a post-apocalyptic city in ruins. As the action moves inside the city limits, several WWE Superstars, including Seth Rollins, Dean Ambrose, Big Show and Sheamus, are seen taking care of the competition by such means as dumpster dumping and jukebox slamming as the viewer narrowly escapes and encounters subsequent crimes.

Eventually, we reach a dark, ominous and Thunderdome-type cage crawling with cheering fans, and … out walks Brock Lesnar. As the camera zooms out, the scene reveals a dozen screens showing WWE 2K17 gameplay footage on stacks of old TVs in a window display of a Suplex City appliance store. The spot tags with: 'Welcome to Suplex City.'

In a shocking juxtaposition, the entire spot is backed by Petula Clark’s 1965 hit, 'Downtown.'

“It’s part post-apocalyptic wasteland, part Burning Man festival and part Banksy’s Dismaland,” is how barrettSF’s ECD Pete Harvey colourfully described the spot. “Suplex City is referenced everywhere in WWE, so it was time to make the fictional place come alive.” This is barrettSF’s third year of collaborating on creative for the WWE 2K franchise.  

Creative Agency

Senior Copywriter: Jake Reilly

Senior Art Director: Jen Hart

Producer: Rob Lee

Managing Director: Patrick Kelly

Executive Creative Director: Pete Harvey, Jamie Barrett

Creative Director: Todd Eisner

Creative Agency: barrettSF

Business Manager: Tricia Krasneski

Associate Producer: Charlotte Dugoni

Associate Creative Director: Brad Kayal

Head of TV / Production: Conor Duignan

Account Supervisor: Michael Reardon

Account Manager: Emily Brody

Account Director: Emily Nolan

Music and Sound

Sound Mix: M Squared

Sound Engineer: Mark Pitchford and Phil Lantz

Sound Design: Mark Pitchford and Phil Lantz

Producer: Sarah Benedict


Producer: Jonlyn Williams

Executive Producer: Joni Williamson

Editor: Corky DeVault and Brian Gannon

Edit Company: Whitehouse Post

Edit Assistant: Brad Dupuie

Post Production / VFX

VFX Supervisor: Boris Schmidt

Shoot Supervisor: Randall Smith

Production Coordinator: Kristin Patterson, Octevia Robertson

Producer: Devon Irete, John Baer

Post Production House: Carbon VFX, Pixomondo

Matte Painting: Richard Lee, Chris Howe, Deanna Davies, Jeremy Melton

Flame: Dave Levine

Executive Producer: Mandie Briney

Compositors: Patrick Reily, Niki Yoblonski

Compositor: Spencer Hecox, Lance Ranzer

Colourist: Bryan Smaller @ Company 3

Production Company

Production Designer: Francis Whitebloom

Production Company: MJZ

President: David Zander

Line Producer: Helen Hollien

Executive Producer: Emma Wilcockson

DOP: Kristian Kachikis

Director: Rocky Morton

Casting Director: Gabrielle Schary Casting

Category: Gaming , Sports and leisure

Genre: Action , Comedy , Storytelling , Visual VFX