LOS ANGELES Despite an ongoing lead agency relationship with independent Wieden + Kennedy, gaming giant Electronic Arts said it has been collaborating with DraftFCB to create ads for several titles, including Def Jam: Icon, described as a "hip-hop fighting game."
In a joint statement, Interpublic Group's DraftFCB said its work on that title and three other games would originate from its San Francisco and Chicago offices. DraftFCB ecd Matt Reinhard is leading the work in San Francisco.
The companies said the campaign includes 30-second spots already airing on cable networks such as MTV, ESPN and Fox, as well as spreads in magazines like as Maxim, Stuff and Dime.
One 30-second spot shows a biomechanical heart beating to the rhythm of Jim Jones' "We Fly High." The spot uses "photo-realistic computer graphics," according to DraftFCB.
In the statement, Shawn Conly, vp, ad and consumer insights at EA, Redwood City, Calif., credited DraftFCB with "conveying the innovative game play in Def Jam: Icon" and said it resulted in a "great campaign." The game plays on Sony PlayStation and Xbox 360 platforms.
EA spent $60 million last year in measured media, per Nielsen Monitor-Plus. The budget for the work done by DraftFCB was not disclosed.