Think Gaming Is Making Your Life Crappy? Think Again.

Game Developer Changyou Taps Into Some Internationally Recognizable Humor

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Chinese online game developer Changyou sets out to defend gaming from being blamed for everything bad in a set of darkly humorous ads. Del Campo Saatchi & Saatchi teamed up with Saatchi & Saatchi Greater China to work on the campaign, which brings some internationally recognizable humor to the Chinese market.

In each of three spots, someone worries that a gamer is obsessed with online games, but it turns out they're escaping from some other unfortunate realities. In this film, there's a little girl who's blaming online games for the fact her dad doesn't want to spend time with her. However, the voiceover goes on to point out she's ruined his sex life, forced him to watch the same movie over and over and made him dress up in a tutu. Two other spots feature a mom who worries that her son doesn't have a girlfriend because of gaming, and a boss who thinks his employee is wasting too much time gaming. Each ad carries the endline "Playing can't be bad."

The campaign, which showcases three new games launched by Changyou, is running in Chinese cinemas.

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About

Credits
Date
May 05, 2015
Agency:
Del Campo Saatchi & Saatchi
CCO:
Maxi Itzkoff
Client:
Changyou
Agency:
Saatchi & Saatchi Greater China
CCO:
Mariano Serkin
CCO:
Carol Lam
CCO:
Fan Ng
ECD:
Ariel Serkin
ECD:
Juan Pablo Lufrano
ECD:
Rafael Santamarina
Creative Team:
Charlie Lanus
Creative Team:
Diego Gueler
Production:
Adrian Aspani
Production:
Felipe Calviño
Production:
Ran Yin
Production Company:
Primo
Director:
Nico Perez Veiga
Executive Producer:
Caro Cordini
Producer:
Victoria Piantini
DOP:
Charly Ritter
Post Production:
Pickle House
Music:
Circle of Sound
Sound:
La Casa Post
Editor:
Alejo Hoijman
Directors:
The Perlorian Brothers
Production Company:
MJZ

See more credits

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