Think Gaming Is Making Your Life Crappy? Think Again.

Game Developer Changyou Taps Into Some Internationally Recognizable Humor

Published On
May 05, 2015

Editor's Pick

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.

Credits

Date
May 05, 2015
Brand:
Changyou
Client:
Changyou
Agency:
Del Campo Nazca Saatchi & Saatchi
Agency:
Saatchi & Saatchi Greater China
Chief Creative Officer:
Maxi Itzkoff
Chief Creative Officer:
Mariano Serkin
Chief Creative Officer:
Carol Lam
Executive Creative Director/Production:
Ariel Serkin
Executive Creative Director/Production:
Juan Pablo Lufrano
Executive Creative Director/Production:
Rafael Santamarina
Creative Team:
Diego Gueler
Production:
Adrian Aspani
Production:
Felipe Calvio
Production Company:
Primo
Director:
Nico Perez Veiga
Executive Producer:
Caro Cordini
Producer:
Victoria Piantini
Director, Photography:
Charly Ritter
Post Production:
Pickle House
Music:
Circle of Sound
Sound Director:
La Casa Post
Editor:
Alejo Hoijman
Production:
Ran Yin
Chief Creative Officer:
Fan Ng
Creative Team:
Charlie Lanus
Director:
The Perlorian Brothers
Production Company:
MJZ

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