EA Sports - "Puckwell"

Wieden + Kennedy

Wieden + Kennedy Portland, Stati Uniti

5099

Titolo	Puckwell
Agenzia	Wieden + Kennedy
Campagna	Puckwell
Cliente	Electronic Arts Inc.
Marca	EA Sports
Posted	Settembre 2007
Prodotto	NHL '08
Settore	Consolles per Video Games
Slogan	It's in the game.
Trama	Shot entirely in game footage, and featuring a take on the 1980s Rockwell hit Somebodys Watching Me, this spot illustrates how the newly-improved AI of the players has changed from NHL 07 to NHL 08. Juxtaposing the aggressive nature of hockey with the melody, lyrics and voice of the player who sings it, the spot shows offensive players always glancing around them, aware that theyre being stalked by defenders. Their usual maneuvers arent working anymore. Eric Staal, cover athlete of the game, eventually swoops in and crushes a defender not paying attention.
Problema	To create momentum and a high level of excitement around the launch of NHL 08, and introduce the gaming community to the new and innovative AI element in the game.
Tipo di Media	Televisione
Lunghezza	30 seconds
Post Production	Joint Editorial House
Audio Post Production	Joint Editorial House
Sound Design Company	Joint Editorial House
Creative Director	Jose Cabaco
Creative Director	Tim Wolf
Copywriter	Ross McSweeney
Art Director	Jason Berry
Account Director	Steve Barry
Account Manager	Victoria Krueger
Agency Producer	Jessica Staples
Executive Creative Director	Jelly Helm
Executive Creative Director	Steve Luker
Agency Executive Producer	Ben Grylewicz
Music Production	HUM