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25 July 2019

Game over?

by Andrew MacGregor


World of Tanks: “Grown-Ups” - 90s

A thirty-something gamer gets his virtual arse handed to him multiple times in this hectic ad for World of Tanks. To a cacophony of explosions, finishing moves, and prepubescent insults, the ad charts 'simon_86''s efforts to match his younger online rivals. Suffice it to say it's a genre-hopping massacre.

Directing duo Alaska run with the conceit admirably, dotting the screen with ammo counters, health bars, and obnoxious player names. At times it's enough to make you want to turn the brightness down.

Such visual pyrotechnics are ultimately contrasted with the inside of a tank - an ostensible refuge for those weary of twitch shooters and combo-heavy fighting games. While some will resent the implication that certain ages and genres don't go, gamers eager for a change of scenery may have found their métier.


Creative Agency: MullenLowe Ⓟ Ⓦ
CCO: Mark Elwood
Creative Director: Gavin Cumine
Creative: Angus Crombie / Andrew Davies
Account Team: Giulietta Bateman / John Stowell / Ben Gooder
Strategy: Kalpesh Patel
Agency Producer: Nicholas Kurs
Ass't Prod (Agency): Phoebe Robertson
Film Production: Iconoclast Ⓟ Ⓦ
Director: Alaska Ⓟ Ⓦ
Producer: Harriet Towler
Cinematographer: Benoit Soler
Editor: Gaia Borretti ♀ Ⓟ Ⓦ @ The Assembly Rooms Ⓟ Ⓦ
Sound Designer: Ben Leeves @ Jungle Ⓟ Ⓦ

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