Boom Beach Started Its New Campaign on TV and Will End It in the Game This Friday

If you like absurd cartoon supervillains, here's a campaign for you. Mobile game maker Supercell and New York agency Barton F. Graf 9000 are hyping strategy game Boom Beach with a series of ads featuring Dr. T, a smack-talking mad scientist who could be a character straight out of a Pixar movie. And in a nice twist, all the offline ads point to a development that's happening this Friday in the game itself. In Boom Beach, players battle against each other and computer-controlled opponents to collect resources. Gaming website IGN describes it as a modern version of smash fantasy title Clash of Clans, which is also published by Helsinki-based Supercell and advertised by New York-based Barton F. Graf. Dr. T is already a fixture in the game, but throughout the campaign he's been teasing an upcoming super weapon he plans to use on players. Come Friday, they will be forced to reckon with the new threat—suspected to be a giant crab, thanks to the detective work of one impatient fan. Check out the intro ad here: In another commercial, we get a look at Dr. T's existing arsenal, which includes a turtle wielding a crowbar. In another, it becomes even clearer that Dr. T isn't the brightest of villains when he throws sand at the camera lens, an ineffectual twist on the old grit-in-the-eyes sneak attack. A bevvy of other ads—including Dr. T's song—appear on the Boom Beach YouTube account. The campaign launched on Christmas Day and included air time on ESPN during the NBA's Wizards-Cavaliers game. In one print execution, Dr. T does admit a weakness … for blackberry licorice. But the most absurd, and therefore arguably best, piece—featured at the top of this post—is of Dr. T lying on his side in a classic Playboy pose, with just the word "Hi." Whatever the outcome of the attack, hopefully Christoph Waltz will narrate the battle in a post-mortem ad, as he did for its sister game Clash of Clans. After all, not many people can actually make retellings of gameplay entertaining. CREDITS Client: Supercell Brand: Boom Beach Agency: Barton F. Graf Chief Creative Officer: Gerry Graf CEO: Barney Robinson Chief Strategy Officer: Laura Janness Executive Creative Director: Ian Reichenthal Creative Directors: Matty Smith and Joey Ianno Copywriter / Art Director: Owen Weeks, Chris Sheldon, Chase Kimball Head of Integrated Production: Josh Morse Producer: Cameron Farrell Account Director: Kate Faux Account Supervisor: Kimmy Cunningham Strategy Director: Sean Staley Brand Strategist: Kirk Luo Print Producer: Wayne Treptow Project Manager & Print Producer: Daniela Contreras Lead Designer: Matt Egan Junior Designer: April McMullan Head of Business Affairs: Jennifer Pennant Animation Production: HouseSpecial CD / Director: Kirk Kelley President / EP: Lourri Hammack Producer: Karly Richter Art Director: Alan Cook Editor: Cam Williams Flame Artist: Rex Carter Technical Director: Patrick Van Pelt Animation Lead: Greg Kyle VFX Lead: Karl Richter Lighting Lead: Matt Reslier Compositing Lead: John Corbett Audio: Heard City Audio Engineer: Evan Mangiamele Sound Design: Trinitite Sound Designer: Brian Emrich Music: Butter Music + Sound Composer: Andrew Sherman Producer: Ryan Faucett EP: Ian Jeffreys Print Production: Box Graphics Box Co-Founder and Head of Production: Suk Choi

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Boom Beach Started Its New Campaign on TV and Will End It in the Game This Friday

Supervillain Dr. T preps new weapon for mobile game

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Gabriel Beltrone