Promoting EA’s best-selling FIFA 21 for next generation consoles, a new campaign conceptualised by agency Adam & Eve/DDB is spearheaded by incredibly realistic-looking graphics to promote the game’s release on the brand new PlayStation 5 and Xbox Series X.
Adam & Eve/DDB’s ‘Feel Next Level’ is fronted by a hero ad featuring a strong team of extraordinarily realistic looking players – including Liverpool full back Trent Alexander Arnold, Atlético Madrid’s attacking mdfielder João Félix, Borussia Dortmund’s Erling Haaland and Paris Saint-Germain’s Kylian Mbappé – who showcase their skills in the beautiful CGI game.
The spot closes as the players celebrate their respective goals along with the endline ‘feel next level’.
The campaign launched on 4 December and as well as the lead ad it includes digital and social activity including a set of five supporting 30-second spots (each of which showcases aspects of the game’s user experience including speed, atmosphere, visuals and player control).
The ad was created by a team at Adam & Eve/DDB and was written by Selma Ahmed, art directed by Genevieve Grandsden and directed by Finn Keenan through Trim.
Mat Goff, joint chief executive at Adam & Eve/DDB, said: “When we saw previews of next gen Fifa 21, we were blown away with how next level the action is. It goes further than ever before to get players the full immersive and we committed ourselves to conveying this incredible experience to gaming audiences.”
Goff added: “It’s all about the players – the stars on screen and the gamers who give them life in Fifa 21, and that is where we got our inspiration.”
“The amazing feeling of Fifa 21 on next generation consoles is something that’s challenging to communicate; it needs to be experienced,” claimed Senior Director and Creative Head at EA Sports Paul Marr.
“In a year where we couldn’t get our fans hands on the game ahead of launch, we knew we needed to show them just how visceral and immersive the game has become,” continued Marr. “With the help of our partners, we went deep on game innovation and created a full campaign that shows the depth of all the ways FIFA 21 can make you feel next level.”
Riff Raff Director Finn Keenan added: “I spent most of the first half of lockdown playing Fifa so when this job came in I was able to chalk it all down as ‘research’. Seeing the EA Sports team turn our storyboards into insanely realistic animation was so exciting, and it was great working with Gen and Selma at Adam & Eve/DDB creating the more surreal moments throughout.”
Outcome:
In the first three days after it was posted on 4 December on EA Sport’s own FIFA channel, the YouTube spot has generated 265,000 views.
Comment:
The creative looks so real it is tempting to ask who needs real-life football anyway? At least real-life footie without crowds anyway.
This work follows the FIFA 21 launch teaser in May (see case study) which included an appearance from former France and Manchester United star Eric Cantona and October’s main product launch campaign which was spearheaded by ad narrated by French footballer Mbappé.
Links
EA Sports FIFA
https://www.ea.com/games/fifa/fifa-21
Adam & Eve/DDB
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