Erwin Penland has a fun new campaign remixing classic Atari games promoting Denny’s “Greatest Hits Remixed” menu.
The agency worked with Atari on remixed mobile versions of the games Asteroids, Centipede, and Breakout. All three were reimagined to feature breakfast items, and reborn as Hashteroids, Centipup and Take-Out. The games come complete with bizarre, breakfast-related storylines, such as this one for Centipup, as related by Joystiq: “Once upon a time, a young boy named Danny came across a bottle of syrup and with just a slight squeeze the bottle’s sticky contents had the power to turn anyone or anything into a fried egg.”
The campaign aims to capitalize on the nostalgia of Gen-Xers, an oft-overlooked demographic as advertisers focus more and more energy on appealing to Millenials. It also marks the first partnership for Atari since filing for bankruptcy early last year. “We are excited to be partnering with Denny’s on this partnership,” said Atari CEO Fred Chesnais in Marketing Land. “Transforming our classic and beloved games into a retro, remixed promotion will be a natural way to expose our brand to a new generation and resonate with our long-time fans in a fun and unique way.”