Ad of the Day: Live Actor Morphs Into CGI Hero in Gaming Spot

180 pitches The Last of Us

It's a more-than-familiar narrative: At the end of the world, you'll do horrible things to survive. But this new spot from 180 Amsterdam, for the post-apocalyptic PlayStation 3 game The Last of Us, breathes a little new life into the premise.

While the voiceover dips heartily into the clichés of the genre, the visual conceit is powerful. Thanks to some neat effects, a clean-cut—boring-looking, even—live actor transforms into the game's weathered, tortured, machete-wielding CGI protagonist.

That captures the implicit promise of the game: Pick up the controller, and become somebody else—someone stronger and more exciting—for a little while.

In fact, you'll become a hero, as the girl you're traveling with in the game may be the key to curing the human race—an element of the narrative that's oddly not clear in the ad, even though it would bolster the ego play.

Of course, when it's all over, you'll go back to your life of wondering whether that plaid shirt really goes with your khakis, and staring at your computer like a zombie.

CREDITS

Credits: Sony

Agency: 180 Amsterdam

Production Company: Minivegas, @radical

Direction, Postproduction: Minivegas

Grading: Finish

Music: Wave

Executive Creative Director: Al Moseley

Creative Directors: Martin Terhart, Graeme Hall

Art Director: Stephane Lecoq

Copywriter: Martin Beswick

Account Director: Gemma Knox

Account Manager: Simone Raspagni

Project Manager: Meredith Bergonzi

Producer: Bethany Papenbrock

Executive Producer: Brian Bourke

Line Producer: Ralph de Haan

Post Producer: Lauren Becker

3-D Lead: Sergio Pinto Buerba

3-D Artists: Klaas-Harm de Boer, William Torres

Lead Compositor: Sven de Jong

Compositor: Dave Zaretti

Offline Editor: Sander van der Aa