The Rec Room’s Life-Sized 'Claw Game' Lifts People Out of Their Everyday Lives

In a world where the pressures of life often overshadow simple pleasures, The Rec Room - a premier destination for fun with great games, delicious food and live entertainment - is launching a new brand platform and campaign in which a symbol of childhood can help seize hold of something far more elusive: the carefree joy of play.

'Make Room for Play' is designed to reconnect older gen z and younger millennials with the freedom to let loose, offering a much-needed escape from the daily grind. The campaign’s hero video, 'Claw Game,' uses the arcade staple as a metaphor for The Rec Room’s unmatched ability to pluck people away from the mundanity of the day-to-day and plunk them into a world of fun and excitement.

Directed by Academy Award winner Joachim Back, the 60-second spot combines the fantastical with the ordinary to portray The Rec Room as a place where the burdens and problems of everyday life can be temporarily forgotten.

The spot opens with people aimlessly going about their days - scrolling through social media, doing laundry, grocery shopping, and more - when suddenly, a giant mechanical claw, like those in arcades worldwide, lifts them out of their routine. Hundreds of oversized claws whisk them across the city before gently depositing them outside a Rec Room location. In this world, play reigns supreme, perfectly capturing The Rec Room’s mission to rewrite the rules of adulthood.

“The idea of ‘make room for play’ came out of the notion that we need to carve out more time in our lives to simply have fun and visiting a Rec Room is just that,” said Sara Moore, chief marketing officer, Cineplex. “It’s a one stop destination for gaming, fun food and drinks, friendly competition and entertainment, it’s the place you go with friends to really let loose.”

“With the claw concept, we took this iconic, playful device and used it to rescue people from the playless moments in their daily life," said Marty Hoefkes, creative director, Broken Heart Love Affair. "Hopefully, it will inspire people to reprioritize play in their lives.”

Launching October 17th, the spot is part of a robust campaign that includes social, digital, out-of-home and in-venue ads at Cineplex locations. With 10 locations across Canada and new openings planned for Vancouver and Montreal in late Fall, The Rec Room is a premier destination for young adults looking to relax, connect with friends and make more room for play.