Wii
There has been one brand which has loomed large over all others in the game advertising world. Since their launch, the Nintendo Wii and DS have advertised prolifically, consistently and relentlessly. This brand-building tour-de-force has played a major role in propelling Nintendo to the front of the public’s collective consciousness.
It is not only the frequency of its promotion that has been so key to the brand’s advertising success though. Advertising for both the Wii and the DS was revolutionary because it focused so heavily on the players of the games, rather than the games themselves. Quite literally, by showing shots of individuals and families enjoying the games they were playing Nintendo showed that videogaming is about the experiences we share with one another, rather than technology or platforms we enjoy it on. Furthermore, with a host of superbly picked celebrity endorsers the brand has found a valuable access point into the casual audience which has put it head and shoulders above the competition.
SimCity Creator
Quaint, understated and woefully underappreciated. This advert appeared and disappeared into the ether yet it represents one of the greatest little gems of creative videogame advertising from the past twelve months. Again from Wieden + Kennedy, the ad captures the blissful simplicity and imagination that characterises the SimCity franchise as redressed for the Nintendo Wii.
Grand Theft Auto IV
You would imagine one of the biggest games of the year would have one of the most lavish and elaborate advertising campaigns. However, the production of Grand Theft Auto IV’s advertising was oddly low-key. Produced entirely in-house by Rockstar, this advert for GTA4 is subtle, intriguing and creates a wonderful illustration of the game’s slick cinematic style.
Xbox 360
When Microsoft first announced its intentions to encroach upon that social and casual territory so vehemently stalked by Nintendo, many questioned how the Xbox brand -– along with its stereotypical user base — could possibly be redressed for this new, wider audience. However, all things considered, Microsoft made a sterling effort. Each advert in this campaign shows the end user enthralled in the experience, literally lost in the moment with their imagination ablaze.
Many who were already well acquainted with the Xbox brand were cynical with regards to whether this ad could be credible as a communication; however we must remember that it was never really meant for them. In the minds of those only partially familiar with Xbox, however, these ads have the potential to create a really profound impact and generate a positive image of the brand where perhaps there was only a partly formed one.
