EA Sport has released a new campaign for the ‘Legends’ edition of its ‘Madden NFL’ game featuring a group of gamers trash talking one another and verbalising their fantasy lives as the greatest Madden players of all time.
Blending a mix of gamers, famous footballers, musicians and comedians, the campaign was created by new Madden agency of record Johannes Leonardo and it is fronted by a hero spot helmed by Neal Brennan (of Chappelle’s Show).
The commercial – which features famous faces such as Nicki Minaj, Quavo, Chris Redd, DeAndre Hopkins and Lil Dickey (as well as a stereotypically uptight British butler) – is called ‘Make My Play’.
The commercial made its broadcast debut on Sunday 11 November while a paid media push began the same week as the initiative aimed to reignite and generate a spike in interest in the game as the holidays approach and the season moves towards a climax.
The ad is running across US television and is also being amplified across the usual digital and social platforms including YouTube, Twitter and Instagram.
Lunch with @NICKIMINAJ, parties with @lildickytweets? See what happens when you become the real Madden Legend!
The best deal yet:https://t.co/LODPAB5SA4 #Madden19 pic.twitter.com/SMXw1disa1
— #WeAreMadden (@EAMaddenNFL) November 15, 2018
This spot is actually the second ad in a series and follows on from ‘make Your Play part 1’ which was initially launched back in August at the start of the NFL 2018/19 season.
The campaign was created for EA chief marketing officer Chris Bruzzo and the VPs of global brand management and content and digital strategy Anthony Stevenson and Charles Kha, plus senior director of global brand management Josh Rabenovets, global brand manager Jennica Pearson, head of video production Angelo Ferrugia, director of content strategy Paul Marr, content strategy lead Stephen Gibbons, art director Josh Kline, senior producer Troy Smith and producer Jeff Aho.
While the Johannes Leonardo team spanned president Bryan Yasko, CCOs Jan Jacobs and Leo Premutico, associate creative director Omid Amidi, senior copywriter Maclean Jackson, copywriter Thomas Woods, art director Jacob Mehringer, design director Charles Watlington, designer Ash Mendez, director of creative services Michelle Moscone, project manager Kate Collings, head of integrated production Dana May, EP Brett Fisher, senior producer Antonio Burnett, senior business affairs manager Kacey Kelley, production assistant Cary Wolfe Luecke, head of account management Emily Wilcox, management supervisor Adam Rubin, account executive Kiana Grant, head of strategy Mark Aronson and head of communications strategy Meg Piro.
Film production was by Caviar, the director was Neal Brennan, the executive producer Michael Sagol, the producer Tova Dann, the director of photography was Christian Sprenger, editorial was by Arcade Edit, the editor was Ali Mao, the producer Andrew Cravotta, executive producer Sila Soyer and assistant editors Andy Trecki, Sam Barden and Joe Petruccio.
The visual effects were handled by Method Studios, colour by Company 3, music by Human Music and Sound Design, while the composer was Sloan Alexander.
Comment:
The Activative team can only wonder quite what topics one might bring up at a Nicki Minaj power lunch…..all suggestions gratefully received.
This continues the first phase of work from the gaming giant’s new creative agency Johannes Leonardo: the New York outfit triumphed in a creative review earlier in the year.
We like the new work and it has a fresh, fun feel to it.
But, when it comes to Madden marketing, all agencies have the challenging task of living up to the brilliance of 2015’s award winning ‘Giferator’.
Links:
Madden NFL
https://www.easports.com/madden-nfl
https://www.instagram.com/eamaddennfl/
https://twitter.com/EAMaddenNFL
https://www.facebook.com/EASportsMaddenNFL
EA
https://www.facebook.com/EASPORTS
https://www.youtube.com/user/EASPORTS
Johannes Leonardo
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