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World of Tanks' Comedic Ad Tells Mature Gamers to ‘Stop Getting Owned by Kids’

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The online combat game partners with MullenLowe Group UK to acquire new 'veteran' users

World of Tanks' Comedic Ad Tells Mature Gamers to ‘Stop Getting Owned by Kids’

Online game developer and publisher Wargaming Group Ltd. has partnered with MullenLowe Group UK, the creatively driven integrated marketing communications network, to launch a new campaign for its multiplayer online PC game World of Tanks, encouraging ‘veteran’ gamers to ‘stop getting owned by kids.’

The campaign is based on the audience truth; as you get older, your reactions slow and you get worse at games focussed on dexterity. Unfortunately, kids with faster reactions tend to have the upper hand.

In this film we follow a 30-something waking up in different video game environments and being continuously defeated by kids with lightning fast reflexes; the video game worlds typify common frustrations with the online gaming experience. It’s a nightmare our hero can’t escape, that is until he discovers World of Tanks, a strategic multiplayer battle game where fast thinking beats fast fingers.

The campaign aims to demonstrate the strategic depth of World of Tanks, and invite a new cohort of PC gamers to discover it for themselves. It will be going live across Digital media in Australia on July 19, before launching on TV, VOD, Cinema, and Digital media in the UK and North America in September. MullenLowe Group UK is the lead agency for creative and media.

Felix Morgan, global head of strategy at World of Tanks, said: “In a sector focused on creating brain-off dopamine loops and designing games for younger and younger audiences, World of Tanks sits in a fairly unique position. The multiplayer PC game is designed to be the perfect experience for strategic thinkers to get ahead of the competition using their brains, not just their dexterity or twitch reactions. That insight led MullenLowe Group UK to this daring creative platform, supported by a hard working performance strategy, that we will be implementing across the USA, UK, Ireland, Canada and Australia.”

Mark Elwood, executive creative director at MullenLowe said: “The campaign has a bold strategy and creatively harnesses a powerful yet previously untapped insight into the gaming industry; as you get older your reaction times slow, and you start losing to kids who are more nimble.”

“Gaming is the biggest untapped creative opportunity in marketing, and few agencies have had the opportunity to create big bold brand campaigns with the new free-to-play behemoths, like Wargaming.”

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Post Production / VFX

Post Production Company: Nash

Producer: Flavia Gannam

2D Lead: Flavia Gannam

Online Artist: Alice Vilela, Andre Neumann, Diogo Moura, Gustavo Samelo, Luiz Fernando Tavares Alves

Graphic Design: Clara Piochi Campoy, Gustavo Campoy

3D Lead: Fagmario Gomes Rodrigues

3D Artist: Fabio Fernandes

Post-production Coordinator: Andre Baltrusaitis

Post Production Assistant: Gabriel Bittencourt, Renata Prado

Shoot Attend: Flavia Gannam

Production Company

Production Company: Iconoclast

Director: Alaska

DOP: Benoit Soler

Producer: Harriet Towler


Sound Company: Satellite Sound

Sound Engineer: Ben Leaves

Sound Design: Ricardo Bertran, Carla Córnea and Celso Moretti

Chief Supervisors: Kito Siqueira and Roberto Coelho

Coordination: Ana Mirra and Mari Tardelli

Assistants: Ian Serra

Lead Sound: Jungle Studios

Media Agency

Media Agency: MullenLowe Mediahub

Strategist: Rory Allinson

Director: David Middleton (Media Performance)

Media Planner: Lizzy Wade (Planner/Buyer)

Head of Strategy: Nnamdi David


Edit Company: Assembly Rooms

Editor: Gaia Borretti

Creative Agency

Creative Agency: MullenLowe Group UK

Chief Creative Officer: Mark Elwood

Creative Director: Gavin Cumine

Creatives: Angus Crombie, Drew Davies

Strategist: Alpesh Patel

Producer: Nicholas Kurs

Executive Partner: Phil Rumbol

Account Director: Ben Good

Account Manager: John Stowell

Account Executive: Giulietta Bateman

Assistant Producer: Phoebe Robertson

Digital Producer: Jemma Hamid (Integrated)

Designer: Daniel Flint

Typographer: Cris Jones


Advertiser: Wargaming

Global Marketing Director: Mariia Chernova

Head of Media: Nicolas Estrem (Global)

Head of Strategy: Felix Morgan (Global)

Marketing Producer: Winston Linn (Global)

Genres: Comedy, Action

Categories: Gaming, Sports and Leisure

MullenLowe Group, Fri, 19 Jul 2019 12:42:15 GMT