Adults swing from a 165-foot crane in nostalgic ad for Papaya, the mobile game maker

Dec. 9, 2024, 4:23 PM ET: This story has been updated to include a different version of the video. 

Play and fun make a refreshing return into the lives of two adults in a euphoric campaign from mobile gaming company Papaya. 

“Swing,” an artful film by agency You’re the Goods, shows two young men swinging high above the streets of New York, challenging each other to swing the highest. Directed by Nicolai Fulsig, the film captures the blissful joy and freedom on their faces as they swing at such high altitudes. Camera angles depict how the young men are high enough to touch rooftops.

However, the most interesting part of the campaign is that the stunts are real, not CGI or AI. To create the film, You’re the Goods employed the stunt team from “Dune,” “Mission: Impossible” and the James Bond series to have actors swing from a 165-foot crane. The ad represents a focus on analog craft at a time when AI and CGI continue to make their way into advertising. 

"When I read the script, it was the simple, uncomplicated story that gave it so much power, and its quiet, relatable nostalgia that made it so impactful,” said Fugslig. “Working in-camera on something as visually exciting and unique as ‘Swing’ elevates how we experience the actors' performances.” 

Also read: The 25 best ads of 2024

The campaign is the first from the recently launched agency and kicks off Papaya’s new brand platform across the U.S. and U.K., themed “Play On.” Papaya is the brand behind classic mobile games such as Solitaire and Bingo. Papaya also plans to develop new products and experiences.

“Papaya are champions of the power of play. We make gaming fun and sociable, and like our games, ‘Swing’ is about adults playfully challenging each other,” said Uri Pearl, head of marketing at Papaya.

“The ‘Play On’ platform embodies a long-term vision that invokes a desire to play while offering a clear and compelling call to action,” added Dom Goldman, founder and chief creative officer of You’re the Goods. “This work serves as a statement of intent. We are here to tell stories that endure and to champion the importance of craft.”

The campaign includes films in long and short formats for TV, video on demand, YouTube and social media, as well as digital and social ads and OOH. 

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