EA Sports - "Puckwell"

Wieden + Kennedy

Wieden + Kennedy Portland, United States

5069

Title	Puckwell
Agency	Wieden + Kennedy
Campaign	Puckwell
Advertiser	Electronic Arts Inc.
Brand	EA Sports
Posted	September 2007
Product	NHL '08
Business Sector	Video Games/Consoles
Tagline	It's in the game.
Story	Shot entirely in game footage, and featuring a take on the 1980s Rockwell hit Somebodys Watching Me, this spot illustrates how the newly-improved AI of the players has changed from NHL 07 to NHL 08. Juxtaposing the aggressive nature of hockey with the melody, lyrics and voice of the player who sings it, the spot shows offensive players always glancing around them, aware that theyre being stalked by defenders. Their usual maneuvers arent working anymore. Eric Staal, cover athlete of the game, eventually swoops in and crushes a defender not paying attention.
Problem	To create momentum and a high level of excitement around the launch of NHL 08, and introduce the gaming community to the new and innovative AI element in the game.
Media Type	Television
Length	30 seconds
Post Production	Joint Editorial House
Audio Post Production	Joint Editorial House
Sound Design Company	Joint Editorial House
Creative Director	Jose Cabaco
Creative Director	Tim Wolf
Copywriter	Ross McSweeney
Art Director	Jason Berry
Account Director	Steve Barry
Account Manager	Victoria Krueger
Agency Producer	Jessica Staples
Executive Creative Director	Jelly Helm
Executive Creative Director	Steve Luker
Executive Agency Producer	Ben Grylewicz
Music Company / Composer	HUM