This week, 2K Sports dropped the latest edition of its long-running wrestling game franchise, WWE 2K19, and along with it, a bold anthem spot that brings together the larger-than-life personalities featured within.
The colorful, montage style-film, “Never Say Never,” features vibrant backstory snapshots of WWE pros like “Rowdy” Ronda Rousey, who takes up the torch from her late mentor, “Rowdy” Roddy Piper, Rey Mysterio, whose small stature never held him back and Charlotte Flair, a modern-day incarnation of her champion father Ric Flair. The unifying theme is how each one overcame the odds to become a WWE superstar.
Created out of BarrettSF, the anthem is the finale in a lineup of ads that focused on the individual stories of wrestlers Daniel Bryan, Rousey and Rey Mysterio. It’s running globally on broadcast and on digital and social platforms. Wolfberg and Jake Banks directed out of Golden L.A.