Chinese online game developer Changyou sets out to defend gaming from being blamed for everything bad in a set of darkly humorous ads. Del Campo Saatchi & Saatchi teamed up with Saatchi & Saatchi Greater China to work on the campaign, which brings some internationally recognizable humor to the Chinese market.
In each of three spots, someone worries that a gamer is obsessed with online games, but it turns out they're escaping from some other unfortunate realities. In this film, there's a little girl who's blaming online games for the fact her dad doesn't want to spend time with her. However, the voiceover goes on to point out she's ruined his sex life, forced him to watch the same movie over and over and made him dress up in a tutu. Two other spots feature a mom who worries that her son doesn't have a girlfriend because of gaming, and a boss who thinks his employee is wasting too much time gaming. Each ad carries the endline "Playing can't be bad."
The campaign, which showcases three new games launched by Changyou, is running in Chinese cinemas.