It’s rare we ever come across work from SF-based Heat that isn’t for some new game from Electronic Arts. But, considering Heat’s high level of consistency on these projects, especially for the EA Sports imprint, we really can’t imagine the agency working for any other brand, despite the fact that Heat counts AOL and the Huffington Post among its clients.
Sure, you can note the obvious similarities between this work and the decades-old “This is SportsCenter” campaign for ESPN. But, if you can take a formula that’s proven to capture the attention of sports fans and apply it to video games, why wouldn’t you?
A TV campaign for EA Sports’ newest game, NCAA Football 13, asks the question, “If you could put any Heisman Trophy winner in history on your favorite team, would you do it knowing that it would betray historic rivalries?” The dad in the above spot admits that, yes, having 1991 Heisman Trophy winner Desmond Howard returning kicks for Ohio State would be nice. But, Howard played for Michigan, Ohio State’s biggest rival. Therefore, this makes his son an awful traitor, and destroying his TV is just the beginning in this father eventually exiling his son to Ann Arbor for all eternity.
View credits, and watch what happens when Tim Tebow plays for Georgia and Robert Griffin III suits up for LSU after the jump.
Chairman/Executive Creative Director: Steve Stone
Creative Director/Copywriter: Warren Cockrel
Associate Creative Director/Art Director: Anna Rowland
Senior Copywriter: Ben Salsky
Senior Art Director: Mark Potoka
Executive Content Producer: Brian Coate
Content Producer: Jonathan Matthews
Director of Account Services: Aaron Lang
Account Director: Eddie Garabedian
Business Affairs Manager: Russ Nadler
Production Company: Moxie, New York
Director: Martin Granger
Director of Photography: Alar Kivilo
Executive Producer: Karol Zeno
Line Producer: Heidi Soltesz
Production Designer: Ken Averill
EDITORIAL CO: Arcade Edit
Editor: Greg Scruton
Managing Partner Damian Stevens
Executive Producer: Deanne Mehling
Post Producer: Denice Hutton
Assistant: Dean Miyahira