EA Sports Uses Real Videogamers Instead Of Actors In New TV Ads
EA Sports is eschewing actors in its new TV ad campaign for its "NCAA Football 09" and "Madden NFL 09" videogames "in favor of actual videogamers of both genders and varying ages," according to Ross Kenneth Urken of the WALL STREET JOURNAL. In one ad, a father discusses how he "bonds with his young daughter" by playing "Madden," while two brothers "taunt each other through cascading images of a virtual gridiron" while playing "NCAA Football" in another ad. The ads, created by Wieden & Kennedy and shot by director Errol Morris, are an attempt by EA Sports to "reach as diverse an array of gamers as some of its competitors." They also look to "remind consumers that women are fast becoming a force in gaming." However, EA's share of the videogame market dropped to 14% in Q1 of '08, from 23% in Q1 of '06. Meanwhile, Urken notes some ads still feature celebrities, including golfer Tiger Woods, Spurs G Tony Parker and rapper Snoop Dogg "talking about their own connections to EA games" (WALL STREET JOURNAL, 7/24).
GOING HOLLYWOOD: EA yesterday announced it has signed with Hollywood talent agency United Talent Agency (UTA) for representation in motion pictures and television. UTA will help EA develop a comprehensive strategy for moving its property into motion pictures and television series (EA).
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