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Verizon Designs the World’s First Unbreakable Controller for Gamers with Laggy Internet

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McCann New York creates solution to lag frustrations with Verizon Fios

Verizon Designs the World’s First Unbreakable Controller for Gamers with Laggy Internet

In the world of video games, nothing is worse than internet lag. And when gamers lag, they tend to take their frustration out on the first thing that’s closest to them: their controller. Just a quick search of YouTube will turn up hundreds of videos that show gamers throwing, kicking, and stomping on their controllers to soothe their anger. 

Verizon Fios, named best internet for gaming by PCMag, wants to show gamers that the Fios network can be the solution to lag frustrations, and that simply switching to Fios could help them step up their game. So, Verizon Fios and McCann New York are getting their attention in the most gamer way possible: by trolling them... with a controller that’s unbreakable. [Created to handle typical gamer tantrums, but not literally unbreakable.] 

The campaign gets the Unbreakable Controller into the hands of one of the gaming world’s biggest influencers, Nate Hill of FaZe Clan. Naturally, he’s using it to troll his fellow teammates that don’t have Fios, by challenging them to test its durability through a series of hilarious challenges, like hitting it with a bat, dunking it like a basketball, and throwing it off a balcony.  Each test will show that even though the controller is incredibly strong, there’s still no substitute for better internet and that FaZe Clan really just needs Verizon Fios. 

And this controller? It’s definitely no prop. McCann New York went through the process of having it made for real by partnering with product designer Steven Brower of Brower Propulsion Laboratory. He created a bespoke video game controller that can withstand the frustrations of laggy gamers. Taking inspiration from the diabolical ironclad beetle, the controller was constructed with a durable, aluminum shell and then surrounded by a soft foam that cushions the shell from impact. Its bright orange color was intentionally chosen to reflect the humorous nature of the product and the childish anger gamers show when they lag out. 

But the campaign doesn’t stop with a controller and a troll job. The agency is also engaging gamers at some of their most frequented websites like Kotaku, with a deep dive editorial about the Unbreakable Controller, along with high impact digital placements. They're even taking it beyond the gaming community by partnering with influencers like tech reviewers and content creators. Each one is receiving the controller along with a challenge to put it to the test in their own unique way and share the results with their fans. 

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Andrew McKechnie: SVP, Chief Creative Officer

David Bowen: VP, Marketing Communications

Colby Schneider: Director, Marketing Communications

Olga Bermudez Paiva: Manager, Brand Creative

Emily Plunkett Fleischer: Manager, Broadcast Production

McCann NY Creative

Thomas Murphy: Co-Chief Creative Officer, North America

Sean Bryan: Co-Chief Creative Officer, North America

Matthew Curry: EVP, Deputy Chief Creative Officer

Cristina Reina: SVP Executive Creative Director

Alex Little, VP: Group Creative Director

Karsten Jurkschat: SVP, Group Creative Director

Rene Delgado: Associate Creative Director

Colby Spear: Associate Creative Director

Lerthon Theuma: Copywriter

Joan Heo: Art Director

LeAndra Langhorne: Copywriter

Erika Casales: Art Director

McCann NY Account

Dominic Whittles: EVP, Managing Director

Liz Der: SVP, Executive Account Director

Sue Han: SVP, Group Account Director

Justin Perrelli: Account Director

Jordan Hamilton: Account Supervisor

Marguerite Daly: Account Supervisor

Jessica Peterkins: Assistant Account Executive

Photography: Giant Artists

Photographer: Jessica Pettway

Agent: Dana Eudy

Producer: Lynda Goldstein

McCann NY Strategy

David Webster: EVP Executive Strategy Director

Jennifer Peterson: SVP Executive Strategy Director

Beth Windheuser: Senior Strategist

Whitney Alexander: VP Strategy Director Social and Mobile

McCann NY Production

Nathy Aviram: Chief Production Officer

John McAdorey: SVP Executive Producer

Brian Collins: Producer

Laura Kellerman: Producer

Jeannette Subero: Senior Innovation Producer

Christine Lane: SVP Director of Innovation

Amber Briscoe: Senior Innovation Producer

Mihae Mukaida: Senior Innovation Producer

McCann NY Project Management

Anne Denny: Project Management Director

Holly McNally: Associate Project Manager

Eliza Butts: Project Manager

CRAFT Production

Theodore McFail: Digital Producer

David Lillis: Tech Lead Display Ads

Rich Goldstein: Executive Digital Producer

Faiza Islam: Senior QA Engineer

Puneet Oberoi: QA Engineer

Jeffery Feder: Senior Developer

Joseph Goldstein: QA Engineer

McCann Business Managers

Anna Owens: Junior Business Manager


Editorial: No6 Editorial & Finishing

Editor: Ryan Bukowski

Assistant Editor: Alyce Muhammad

Producer: Charlotte Delon

Head of Production: Laura Molinaro

Executive Producer: Corina Dennison

Senior Flame Artist: Ed Skupeen

Finishing Producer: Mark Reyes


Audio Post: Sonic Union

Mix Engineer: Brian Goodheart

Producer: Nathanael Taylor

Studio Director: Justine Cortale

Brower Propulsion Laboratory R&D

Steven Brower: Founder


BTS Video Production: MMXX

Videographer: David Siev


Media Agency: VM1


Influencer Agency: Captiv8


Packaging Production: Utley’s Inc.


Talent Partner: FaZe Clan

Branded Content

Branded Content: Kotaku

Genres: Comedy

Categories: Gaming, Sports and Leisure

McCann North America, Thu, 08 Apr 2021 09:21:00 GMT