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High Five: Moving Players to Play


Executive creative director at Battery, Scott Brown, delves into five gaming ads that have got the important stuff just right

High Five: Moving Players to Play

We do a lot of work for gaming clients at Battery, and being in that space for long enough makes you aware of just how much the tech and business side of things has changed. Years of experience have really proven how important it is to not overthink it, and remember that fun is just about always a major part of the equation. Because, as ad people, it’s easy to get swept up in the work that we think is really cool and different, but at the end of the day, if what we make doesn’t move players to want to play, then we really haven’t done our job. Here are five favourites that stand out to us and get the important stuff right...

God of War Ragnarok - 'Parents'

Agency: Mocean

This spot makes great use of celebrity cameos to reference the character dynamic within the game. Plus, the fact that it feels like a comedy sketch helps it stand out against a lot of cut-and-dry gameplay ads within the space.

Call of Duty Black Ops - 'There’s a Soldier in All of Us'

Agency: TBWA\Chiat\Day Los Angeles

This example is a little older, but it still holds up as an 'all-timer'. It’s no wonder you see so much inspiration drawn from this ad even today, because besides being another great use of celebrity talent, it really speaks to the fantasy that’s always made people want to play.

Ubisoft x Assassin’s Creed - 'My Life as an NPC'

Agency: DDB Paris

Using the NPC (non-playable character) fallout to characterize a game that’s all about the playable action is a super fun and clever creative choice. The whole campaign makes great use of characters that are usually overlooked to give audiences a glimpse into the world and give proof of the destruction players can expect to experience in-game.

Goat Simulator 3 - 'Dead Island Parody' Reveal Trailer

Agency: In-house at Coffee Stain Studios

When this trailer was released during The Game Awards in 2022, it was actually a bit of a bait-and-switch for audiences who expected it to be an announcement for Dead Island 2, the much-awaited title this trailer references. Even though audiences’ reactions were split between amusement and disappointment, it was a brilliantly executed joke that injects some fitting silliness to its more morbid source material.

Depop x Sims 4 - 'High School Years' Reveal Trailer

Agency: In-house at Depop

This activation is so great in its alignment of Gen-Z behavioural insights and in the usefulness of the experience itself. With so many brands willing to jump on the 'metaverse' train without much reason besides novelty and coolness, offering a virtual try-on experience with Depop celebrity collaborators is the perfect way to combine exclusivity and utility for its audiences.

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Battery, Wed, 03 May 2023 11:30:02 GMT