AGENCY: Robert Elen & Associates/Los Angeles
CREATIVE DIRECTOR: Robert Elen
ART DIRECTOR: John Benson
COPYWRITER: Ward Evans
DIRECTOR: Tim Cronenweth (Babylon)
DIRECTOR OF PHOTOGRAPHY: Jordan Cronenweth (Babylon)
CLIENT: Turbo Technologies
The idea for the first campaign for Duo – a chip and CD-based game and entertainment system from Turbo Technologies – came easily to Robert Elen & Associates/Los Angeles. Early on, the agency noticed that people in focus groups were reluctant to leave when the sessions were over. ‘We found our test groups getting hooked on the game,’ says creative director Elen.
Duo, which will compete with video game giants Sega and Nintendo, rolls out nationally this month behind a commercial that shows the not-so-gradual changes that occur in a first-time user during a trial run with the system. Over the course of four days, a normal, twentysomething man is transformed into a raving, frenzied Duo fanatic.
The spot was developed to appeal to a large audience, explains Elen. ‘There’s really no age limit to game players, and particularly with units that are as versatile as these,’ he says. The commercial will air on Fox and NBC stations.
Copyright Adweek L.P. (1993)