FCB to Launch First Work for Sega: New TV Spots Try to Be 'More Approachable' Than Goodby's Ads

Sega of America will launch a $25 million ad campaign next week, the first work from new agency Foote, Cone & Belding.
The work is a radical departure from ads created by Sega’s previous agency, Goodby, Silverstein & Partners, which split with the client in May over “creative differences.” Gone are the quick-cut images of hyperactive teens loudly playing video games. In their place are vignettes that are meant to be “more approachable” than the “blood-and-guts” mentality of most ads in the category, said Chuck McBride, group creative director on the Sega account at FCB here.