The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

October 31, 2014 | 2 min read

Computer games retailer Game is gearing up for Christmas with an animated TV spot created by 101.

Introducing the ‘It’s Game season’ tagline, the first ad from the series debuted last night (Thursday 30 October) and, according to Fred Prego, Game’s insight and marketing director, attempts to capture “some of the excitement we feel when compiling our own personal wish lists”.

Prego added: “This is about celebrating the gaming world as a whole, as well as this year’s great new releases.”

101 creative director, Augusto Sola, said of the campaign: “We didn’t want to make just another Christmas retail campaign. Game is a company full of real gamers, so we needed to make work that gamers would make.”

The work was directed by So Me, creative director of Ed Banger Records, who has previously created videos for Kanye West, MGMT and Justice.

The creative is based around the start screens from a range of computer game genres with each ad finishing on a menu-screen-inspired end frame featuring the latest product offer from the retailer, along with the ‘It’s Game season’ tagline.

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