Ad of the Day: Waste Creative and Supercell pay homage to retro gaming
Finnish gaming giant Supercell has teamed up with independent creative agency Waste in a new spot to mark Video Games Day. The animated ‘Clash Combat’ ad takes viewers on a nostalgic journey through gaming history, evolving from an 8-bit graphics arcade-style design to a rich 3D modern aesthetic.
The spot starts with a retro synthesized sound effect and heavily pixelated graphics that are sure to pique the interest of old-school gamers who grew up with classic Nintendo consoles. As the short video progresses, we see players one and two battle for the winning title, all the while leveling up into the sleeker versions of themselves that modern-day audiences will be more attuned to.
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“Once again, working with Waste we have created a social content push that taps into the zeitgeist to engage with fans and help us maintain brand salience,” noted Ana Martins, community manager, Clash of Clans. “What better way to celebrate Video Games Day than with an affectionate homage to old-school games, executed with a Clash of Clans twist?”
The stand-out campaign hopes to engage with new and existing Clash of Clans players, as well as reach a wider audience of gamers. Community and culture have always been at the heart of gaming, and with this new ad Supercell hopes to continue to give fans a sense of involvement and belonging.
“In mobile gaming terms, Clash of Clans is mature, and while it has high levels of brand awareness in the gaming world and mainstream culture, top-of-mind salience requires constant stimulation,” added Christian Perrins, head of strategy, Waste.
Games provide a form of escapism, but with the various lockdown of last year, many new players have found entertainment in these fantasy worlds – a trend that hasn’t been lost on brands.
The Drum recently explored the opportunities available to marketers in this space as part of its gaming deep dive.