• by Larissa Faw , October 29, 2018

Two new campaigns are taking divergent creative strategies to raise awareness about  new game releases. 

PlayStation and BBH NY are supporting the PS4 Pro launch by showcasing the platform's high-depth imagery thanks to 4K-TV Gaming. In “Vampire Hunter,” the standard fang-biting scene is ended after the vampire becomes fixated on the victim’s timepiece.  

The other two spots use similar creative themes, with “Armor" showing two medieval knights discussing armor patterns while battling each other in a sword fight. "Foxhole" features combat soldiers whose attention is temporarily sidetracked by their environment. This digital campaign will primarily appear via social, and programmatic media channels.

Meanwhile, Ubisoft is supporting the newest edition of the franchise Just Dance.

Developed with BBDO, the creative is set to Britney Spears’ song “Work Work” by showing a couple in their 70’s in a retirement home dancing before moving through different generations of dancers getting younger and younger. Eventually, the clip shows a baby not even born yet, with the beat of the music synchronizing with the baby’s heartbeat. The spot ends with "It all starts with a beat.”