Pitch Wins Assignment for Blizzard’s Hearthstone, Launches First Work

By Erik Oster 

Pitch won a creative assignment on mobile gaming company Blizzard’s Hearthstone brand and released its first work for the client.

Pitch’s first spot for Hearthstone, “Guac,” directed by Smith and Jones’ Ulf Johansson, involves presenting the game as the perfect way to resolve everyday conflicts, like when a coworker eats your guacamole, even though your name is clearly written on the container (totally a dick move). After said faux pas, the offending party asks if guac lover wants to “take this inside,” by which he means duel it out in the game itself. Donning a bunch of goofy costumes, the pair trade words before squaring off. The spot ends with the introduction of the new “Hand to Hand Fun” tagline.

We haven’t played the game, but the spot’s brand of silliness appears to be a good match for Hearthstone, judging by the nature of the gameplay featured at the end of the spot. It helps that the bar hasn’t been set all that high for the mobile gaming category, but the lighthearted approach here fits. It positions the game as a welcome escape from everyday drudgery and a way to hash out petty disputes, even if it’s a little unclear what exactly sets Hearthstone apart from myriad other two player mobile games that offer a similar selling point.

“Guac” made its online debut yesterday and will run on cable, including AMC, Bravo, Comedy, ESPN and MTV, beginning December 26, with support from digital, social media and paid search initiatives. It will be followed by two more ads in a similar vein, “Whisper” and “Latte.”

Agency: Pitch
Chief Creative Officer: Michael Kadin
Creative Director: Josh Paialii
Art Director: Jennifer Ho
Jr. Copywriter: Sarah Westerfield
Jr. Art Director: YeJoon Hwang
Senior Producer: Laura Keseric
Assistant Producer: Nick Philips
President: Rachel Spiegelman
Group Brand Director: Dave Foster
Management Supervisor: Matthew Clark
Account Executive: Nissa Gutierrez
Account Executive: Lisa Hung
Chief Strategy Officer: Sara Bamossy
Strategist: Elissa Seidman

Production Company: Smith & Jones
Director: Ulf Johansson
Director of Photography: Andrejz Sekula
Executive Producer: Philippa Smith
Line Producer: Justine Madero

Editorial: Union Editorial
Editor: Jim Haygood
Producer: Michael Raimondi

Telecine: Company 3
Senior Colorist: Siggy Ferstl
Producer: Matt Moran

Sound Design: Lime
Executive Producer: Susie Boyajan
Mixer: Mark Meyhaus