LOS ANGELES BuderEngel and Friends has launched its first campaign for Ubisoft Entertainment, the shop said. The effort touts the Uru: Ages Beyond Myst game.
The television campaign includes 30- and 15-second versions of a spot meant to appeal to players of all ages, genders and skill levels by inviting them into the single-player storyline of the adventure game. The spot opens with a dark screen, with only a crack of light shining through closed doors. As the doors open, the voiceover is: "The truth is not what you see, but what remains hidden. Open your eyes." The spot then shows game footage, set to the Peter Gabriel tune "Burn You Up, Burn You Down."
The ads will run through Jan. 1 on the Discovery Channel, Sci-Fi Channel, Comedy Central, Spike TV and the History Channel. Spending on the campaign is more than $1 million.
"The spots were designed to reflect the game's immersive worlds by highlighting the rich storyline, challenging puzzles and incredibly beautiful graphics," said Vince Engel, co-founder and creative director of BuderEngel in San Francisco, in a statement.
In addition to the TV campaign, in-house print spread ads for Uru are running in PC Gamer and Computer Gaming World. Consumer print ads, developed by Keane Advertising in San Jose, Calif., are appearing in Wired, National Geographic Adventure and Entertainment Weekly.
Ubisoft works with several agencies, including Kirshenbaum Bond & Partners West in San Francisco, which has created campaigns for games like Prince of Persia: The Sands of Time and Beyond Good and Evil, and Butler, Shine, Stern & Partners in Sausalito, Calif., which handles advertising for Ubisoft's Tom Clancy franchise.
BuderEngel was formed in July after Leagas Delaney San Francisco co-presidents Engel and Wayne Buder purchased the office. The shop's clients also include Nvidia Corp., Dr. Martens AirWair, Monterey Bay Aquarium, Northstar-at-Tahoe and the Tech Museum of Innovation in San Jose.