EA Sports is launching a new creative campaign to support the release of its upcoming video game, Madden NFL 20.
The new campaign, created by agency Johannes Leonardo, includes a series of digital, social and broadcast executions that will be in-market beginning in late July, coinciding with the game release on August 2nd. The campaign then will continue to roll-out with additional executions throughout the year.
'Bring It In', the campaign's central film, takes the form of an ultimate, star-studded, pre-game huddle. Patrick Mahomes, quarterback of Kansas City Chiefs, Madden NFL 20’s cover athlete, and MVP for the NFL 2018 season, enters and riles up the group to start the huddle. Then, additional athletes and celebrities join-in, including football players JuJu Smith-Schuster of the Pittsburgh Steelers, Alvin Kamara from the New Orlean Saints, and rappers Lil Yachty and DJ Khaled.
The strategic insight by including a diversity of talent from athletes to celebrities in this campaign was intentional by EA Sports, and highlights how Madden NFL 20 isn’t restricted to football players, or people in the athletic community, but every-gamer interested in impacting culture at large.
Omid Amidi, creative director at Johannes Leonardo, says: "Madden 20 allows a culture of gamers to achieve superstardom in a myriad of ways. For this year's campaign, it was important for us to bring together a collective of cultural icons to showcase how gridiron greatness is within everyone's reach. Whether you are a superstar athlete, a hip-hop visionary, or an everyday gamer. The power is in your hands."
Ending with the tagline 'Stardom Is In Your Hands' the film is a rallying cry to EA Sports’ point of view that anyone can be a superstar with the new Madden NFL 20.
The Madden NFL franchise is a staple for EA Sports with a history of fandom that spans decades with the most realistic digital football experience gaming has to offer.
The highly anticipated Madden NFL 20 features the most beloved athletes including Patrick Mahomes, quarterback of Kansas City Chiefs, Madden NFL 20’s cover athlete, and MVP for the NFL 2018 season.