Game Tap, Turner Broadcasting's broadband entertainment network, is the force behind a massive campaign now working its way through integrated channels from Wenham, MA-based Mullen and director Tommy Means of Mekanism. One spot in its arsenal, "Mexican Puppet Show," conceived to bring gamers together (and naturally to Gametap.com), was also the subject of some feel-good fortune, according to Mullen CD Ted Jendrysik.Originally intended as a viral film, the spot is now airing all over cable after Michael Lazzo, the head of Adult Swim on Cartoon Network saw it and loved it. Based on that succcess, they put it in rotation on MTV, Spike TV, TBS and G4 where it took on a life of its own. The spot shows an older man who puts on a puppet show for the children of the town that follows the super-simple story of a winning game of Pac Man.
"What we were going for was to connect with the gaming crowd outside of the gaming format," says Jendrysik, "but what we really wanted was to show that games have a much longer life than the one inside the console. Outside of their arcade life, they have fed our culture and become beloved characters. We wanted to put it in a low-tech environment and show the love that people have for games. There's a lot of surrealism and farce that goes with that too." Existing entirely in Spanish without subtitles, the spot's narration and look gives it a global feeling and a sense of mystery that Jendrysik says is a nod to the intelligence of the audience. "They appreciate that there are no subtitles," he says.