Boardwalk Empire's Stephen Graham 'CODnaps' Would-Be Gamers for Call of Duty

72andSunny and Craig Gillespie Promote Season of DLC Content

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Every year, Activision augments the main release of Call of Duty with a season of downloadable digital content -- a strategy that ensures players remain engaged with the game throughout the year. DLC is a "massive part" of the Call of Duty business, said Todd Harvey, SVP Consumer Marketing, Activision.

For Call of Duty: Ghosts, 72andSunny teams with MJZ's Craig Gillespie for "CODNapped," a high-octane, immensely entertaining spot that features Boardwalk Empire's Stephen Graham serial-kidnapping people who have many other, lesser demands on their time.

The strategy, according to Mr. Harvey, works because it struck the right balance -- it built upon the success of last year's "Black Ops II" DLC campaign, but also had a tone unique to "Ghosts." Namely, it highlighted teamwork, a major part of the Ghosts marketing campaign, said Mr. Harvey.

Glenn Cole, chief creative officer at 72andSunny, said that because Call of Duty is a "social" game, "CODnapped" also had to be an inherently social idea."The game is intense and fun, but more than anything it's something you play with your friends. So when new maps come out there's a pretty big social pressure to make sure you find the time to get in, learn the maps, and start playing together," he said.

At the same time, everyone has something they recognize in the spot -- because everyone has the real-world pressures of a significant other demanding "quality time," or a boss who just won't quit. "We get the wishing that there were a way to bail on commitments to just go indulge and play," said Mr. Cole.

Mr. Graham was chosen because he had a "natural swagger" and a "badass nature" perfect for the brand, said Mr. Harvey.

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About

Credits
Date
Jan 21, 2014
Agency:
72andSunny
CCO:
Glenn Cole
Client:
Activision Call of Duty
CEO:
John Boiler
CSO:
Matt Jarvis
Excecutive Creative Director:
Frank Hahn
Creative Director/Writer:
Josh Fell
Creative Director/Designer:
Rey Andrade
Lead Writer:
Jed Cohen
Lead Designer:
Jeremy Wirth
Writer:
Matt S. Spicer
Group Brand Director:
Mike Parseghian
Brand Director:
Luke Lamson
Brand Manager:
Morgan Murray
Brand Coordinator:
Brian Kim
Chief Production Officer:
Tom Dunlap
Director of Film Production:
Sam Baerwald
Executive Producer:
Dan Ruth
Production Coordinator:
Michael Quinones
Dir. Business Affairs:
Michelle McKinney
Business Affairs Manager:
Jennifer Jahinian
Business Affairs Coordinator:
Amy Shah
Production:
MJZ
Executive Producer:
Emma Wilcockson
Producer:
Deb Tietjen
Editorial:
Final Cut
Editor:
Rick Russell
Executive Producer:
Saima Awan
Assistant Editor:
Chris Amos
Producer:
Jennifer Locke
Finishing and Visual Effects:
Eight VFX
Exec. Producer:
Baptiste Andrieux
Exec. Producer:
Shira Boardman
VFX Supervisor:
Jean Marc Demmer
VFX Producer:
Michael Shores
VFX Coordinator:
Evan Kantor
Lead Flame Compositor:
Mathieu Caulet
Flame Compositor:
Fabien Coupez
Flame Compositor:
Phillip Ineno
Flame Compositor:
Satoshi Ozeki
Flame Compositor:
Anthony Pettiti
Compositor:
Yann Mallard
Integration:
Michael Lori
Animator:
Yvain Gnabro
Roto Artist:
Marianne Magne
Telecine:
C03
Colorist:
Dave Hussey
Colorist Assistant:
Jim Harmon
DI Producer:
Denise Brown
Music:
Justin for Squeak E Clean Productions
Exec Producer:
Carol Dunn
Music:
Human
Original Music:
Human
Sound Design:
Stimmung
Sound Designer:
Gus Koven
Producer:
Kristina Iwankiw
Mix:
Lime Studios
Mixer:
Loren Sibler
Mix Assistant:
Tom Paolantino
Exec Producer:
Jessica Locke
Gameplay Footage:
The Ant Farm

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