For 22 years, Electronic Arts’ The Sims video game series has used a diamond-like icon dubbed The Plumbob to allow players to see their active character’s mood. The new brand platform “Spark Something” uses that design element as a way to show how players find inspiration from the simulation game and spread it to others.
The campaign kicks off Nov. 15 with the release of a long-form “Pass the Spark” film on the game’s Instagram Story. The video opens with Brazilian pop star Anitta lounging in a set resembling one of the game’s virtual dollhouses when a plumbob lights up above her head. Much like in the game, where players can change the speed at which time passes, she rapidly moves from strumming on a guitar to taking a shower to designing an in-game outfit while lying in bed with her butt strategically blurred.
All dressed up, she takes to the street where she passes nonbinary poet and comedian Alok, floral cake designer Magnet and members of the entertainment group Bob’s Dance Shop, who all light up with their own plumbobs. The spot ends with Anitta performing at a dance party with numerous people sporting plumbobs and dancing like Sims.
The new lightbulb
The work allows the brand to celebrate the game’s enduring connection to the creator community rather than just the game itself.
“We recognize that the creativity of The Sims community is so much bigger than what they make in The Sims—it’s who they become and who they are inspired by outside of our game as well,” The Sims head of brand Julia Victor said in a statement. “’Spark Something’ is our commitment to unlocking the creative potential we all have, and this film is our first love letter to the community we strive to serve. It is the first time we are introducing our plumbob as the new lightbulb—a symbol for the moment a new idea sparks.”
The Sims will build on the campaign by launching “Sim Sessions,” a backstage series following musicians who record their songs in Simlish. Both Anitta and Alok perform in Simlish during the “Pass the Spark” film.
Client/brand: Electronic Arts—The Sims
Head of creative, EA Games: Ciaran McCarthy
Creative director, The Sims: Laurel Stark
Associate creative director, art, The Sims: Katrina Michie
Creative lead, copy, The Sims: Anne Lacy
Creative director, design, The Sims: Mary Rauzi
Head of brand, The Sims: Julia Victor
Director, creative/brand strategy: Mark Renken
Director, brand marketing, The Sims: Tiara Puglisi
Director, music marketing: Raphaella Lima
Director of production, EA Games: Jacky Gilson
Senior producer: Ben Greenberg
Integrated communications: Tara Moore, Dana Berkowitz, Jordan Chang, Cody Foreman, Chelsea Nesbeth
Production: Golden LA
Managing director: Matthew Marquis
Executive producers: Geoff McLean, Kevin Gallagher
Head of production: Arwa Ibrahim
Producer: Nathaniel Greene
DoP: Shawn Kim
Editorial: Work Editorial
Editor: Emilie Aubry
Assistant editor: David Soto
Producer: Juna Drougas
Executive producer: Remy Foxx
Managing director: Marlo Baird
Post production: The Mill
Executive producer: Anastasia von Rahl
Creative director: Matt Fuller
2D: Rodrigo Jimenez
CG: Robert Vignone
Senior producer: Mari Suarez
Production coordinator: Ali Aslam