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JWT Plays Head Games for Blockbuster

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LOS ANGELES Blockbuster this week will break a TV campaign for its Game Rush store-within-a-store concept that illustrates how gaming can get into one's head, literally.

The two spots from J. Walter Thompson, Chicago, feature young gamers who have battles going on in their brains. One ad shows a girl fidgeting in her sleep, obviously dreaming. She wakes up at the console and starts playing a game. The screen then fills with the Game Rush logo. A second spot shows a teen boy playing a game faster and faster and getting goose bumps. The camera then travels into his internal organs to show the logo. Both spots carry the tagline, "Feel the rush."

The ads will run in areas where Game Rush is currently available, including the company's Dallas headquarters, as well as Atlanta and New York. The work is expected to spread to other cities as Game Rush does. "It's about feeling the rush and who is the gamer," said Lisa DePoy, client director of advertising for games.

The effort comes as Blockbuster also introduced its Movie Pass program to its stores this week. Movie Pass lets customers take out two or three videos at a time for $24.99 or $29.99, respectively. The chain is planning a TV campaign later this summer, via lead agency Doner in Southfield, Mich., to support Movie Pass.

Spending on the Game Rush campaign was not disclosed.