Ads We Like: Lil Wayne stars in Ubisoft’s promo for Ghost Recon Breakpoint game
Ubisoft’s latest game, Tom Clancy’s Ghost Recon Breakpoint, breaks soon and gamers are getting a taste of what the game will look like, with some live-action gaming silliness from rapper Lil Wayne.
Lil Wayne stars in Ubisoft's latest commercial
With ‘Squad Up with Lil Wayne’, Ubisoft teamed up with Lil Wayne and Hollywood director, David Leitch (Deadpool 2, John Wick) to create a promo for the biggest launch in Ubisoft history. The gaming publisher tapped San Francisco-based agency, Argonaut, which was also behind the launch campaign for Respawn and EA’s Titanfall 2, to bring it all to life.
The five-minute film cuts between live and animated, with brutal battle scenes interspersed with player chatter. Wayne’s character then suddenly stops in his tracks to talk with his agent rather than playing the game. As the players question why they deal with Wayne and his antics, he bursts in and out of the action. In the end, Wayne’s character is killed in action and taken over by another famous rapper in a cameo.
The live action sequences were shot in Vancouver, Canada and directed by Leitch, who stated: “More than anything, the key point of all action is to tell a story, and in this spot we’re telling a story with these characters in the world of the game and also the characters in their worlds at home. We wanted to make sure we have these distinct characters that jump off the page and that the action defines them in a real particular way. We have this fun juxtaposition with the different characters and their voices too, which is a great conceit.”
Hunter Hindman, Argonaut founder and chief creative officer added: “The opportunity to work with the likes of David Leitch and Lil Wayne to bring to life the amazing, next chapter of Ubisoft’s Ghost Recon franchise was certainly one for the memory books. With an entertainment property as successful as Ghost Recon, it’s almost impossible to create content that can live up to it. But after watching this mega-asset at least a hundred times, I truly believe it’s one of the most magnetic, credible, action-packed pieces of promotional content gaming has seen in years.”
The ‘Squad Up with Lil’ Wayne’ ad will air nationally to promote the launch of Tom Clancy’s Ghost Recon Breakpoint and can be seen during key television moments such as Thursday Night Football on 3 October and WWE Smackdown on 4 October, when the game is available.
See the spot by clicking on the Creative Works box below.
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