Somewhere, right now, someone you know is playing World of Warcraft (WoW). It might be your company's IT guy, it might be a senior partner at a law firm or it might be that dude in your apartment building who wears chain mail out in public. All share a double life within the world's most popular (in terms of monthly subscribers) massively multi-player online role-playing game (MMORPG). If you've never heard of a MMORPG, they feature a huge number of online players at time, playing within a world, usually hosted online by the game's publisher, that is ever-expanding and changing, even when players are away from the game. WoW reportedly has nine million active players and now, even for just one TV spot, one Toyota truck.
"Truck Summoner" by Saatchi & Saatchi, Los Angeles, introduced a Toyota Tacoma to a game usually populated by dwarfs, elves and other sci-fi Tolkienesque creatures. The theme follows previous executions in the campaign that have seen the Tacoma survive seemingly impossible beatings at the hands of Robosaurus and the Loch Ness monster, and now faces a challenge in the realm of Leeroy Jenkins.
We spoke to creatives Dino Spadavecchia and Greg Farley about the process behind the spot, their own WoW addictions and more.