G&M Readies a Pair of Ads for THQ Video Games

An elderly woman being hurled from a speeding car by her impatient grandson is the unlikely scene in one of two TV spots set to debut during the holiday season promoting new video games developed by THQ and licensed by MTV Sports. No media budget was revealed.

The offbeat 30-second spot was created by year-old Santa Monica, Calif., agency G&M Plumbing. Its aim is to capture the feeling of impatience gamers will get when they are taking THQ’s new Pure Ride snowboarding game home from the store.

The ad for the other new game, Skateboarding featuring Andy Macdonald, has a young boarder preparing to take a triumphant roll down a wooden ramp. As he pauses to brag to a pal that he can do tricks like a pro, the board rolls away from the hapless rider.

“We think these are pretty funny spots that will appeal to the target market of young people between 12 and their early 20s,” said Glenn Miller, who along with Mickey Taylor serves as “co-creative foreman” for the agency. The duo founded G&M in July 1999 after exiting TBWA\ Chiat\Day, Playa del Rey, Calif.

The commercials, which are slated to roll out nationwide during the fourth quarter of this year, continue G&M’s edgy, irreverent approach. The company has also produced spots for fast-food chain Del Taco and has done work for the Fox TV network, Miller said.

Miller said humorous ads typically generate a greater response among young people. “Ask anyone what their favorite ad is, and it is almost always a humorous ad,” he said.

Asked if he was concerned about negative viewer reaction to the image of an older woman rolling along the sidewalk, Miller replied, “We figured old people don’t play a lot of video games.”

THQ, based in Calabasas Hills, Calif., publishes interactive entertainment software titles for the Sony PlayStation, Nintendo 64, Game Boy and personal computer platforms. Its products span most gaming genres, including action, adventure, driving, fighting, puzzle, role playing, simulations, sports and strategy.