Brainchild Creative Touts Game Based on Rocky

The ever-growing catalog of sights and sounds used to market videogames has a new entry: Rocky Balboa’s famous greeting, “Yo, Adrian.”

The Bay Area agency Brainchild Creative has resurrected the line for spots hyping a new videogame based on the 1976 film Rocky. The commercials for the new Ubisoft title are slated to break during National Football League games during Thanksgiving weekend.

Brainchild Creative is one of sev eral shops that work with the San Francisco-based video game manufacturer on a project basis. Ubisoft spends roughly $10 million annually on advertising; spending on individual titles was not released.

“So much of the movie has entered the culture that it’s a powerful brand coming in,” said agency creative director and copywriter Jef Loeb. “People just hear the music and remember the story of the ultimate underdog.”

The first spot, titled “Candy Store,” shows a boy approaching a store counter. When he notices that the clerk’s name is Adrian, he says, “Yo Adrian.” The boy’s voice, however, is that of Sylves ter Stallone, taken from the first Rocky film. The com mercial then cuts to stills from the video game of Rocky fighting opponents such as Mr. T, who played Rocky’s nemesis in the third film in the franchise.

The second execution, “Butcher,” plays on a scene in the first film during which Rocky trains for his fight with Apollo Creed by hitting slabs of beef in a meat locker.

In the spot, a woman walks into an empty butcher’s shop seeking to place an order. She calls out “hello,” and presses a bell when the butcher doesn’t answer. The butcher, thinking he has heard a bell signaling the start of a boxing match, begins hitting a side of beef.

The tagline is, “Release your inner Rocky.”

Loeb said the work was meant to appeal to gamers’ “fighting spirit” and love of the Rocky films.

“We tried to make it unexpected so it wasn’t just a typical Rocky set-up,” he said. “We wanted to stand apart from the way the music has been played and how the brand has been portrayed. We wanted to convey that this [game] is original.”