Adweek.com has just revealed that a new live action Call of Duty TV ad campaign for Ghosts will air this Saturday and feature top notch celebrities, including Megan Fox. The ad is meant to highlight squad members as they get caught up in some action in Sin City, Las Vegas.
The new spot, “Epic Night Out,” follows the same general creative path as the earlier spot—unexpected celebrity cameo, potent music, flashy action that mimics the emotion of playing the game—but brings new insights, new toys and a new tone supplied largely by a Frank Sinatra soundtrack.
“Each year we want to shock and awe our audience and the world,” said Ellis. “And we feel like this is the best work we’ve ever done.”
Early on, the creatives stumbled upon the Sinatra track “I’m Gonna Live Till I Die,” which put them in a Rat Pack mood. Part of the game is set in Vegas as well. So those two things “almost led us to the storyline,” said 72andSunny chief creative officer Glenn Cole. “It will be a night out in Vegas, you and your buddies having a great time. Crazy shit happens, and you wake up the next day and go, ‘Holy hell, that was the best night of the year. Let’s do that again!’ Which is just like playing Call of Duty with your friends.”
Indeed, in the spot, four friends race around Sin City, battling snipers, tanks and choppers before finding themselves in other parts of the world and beyond. (They’re briefly transported to the Arctic and to outer space, among other locales.) At one point, on a Caracas rooftop, they run into Megan Fox. “How you doing?” one of the guys asks, acting cool. She pushes him aside and blasts a hovering robot out of the sky. “Great. Thanks for asking,” she replies. (That’s almost the sum total of dialogue.)
The Hangover was clearly a reference point. Said Cole: “The story arc of ending up at [Mike] Tyson’s house at 5 in the morning and some crazy shit’s going on—our equivalent of that in the spot is, ‘Wow, are we in space having a gunfight? Awesome!’ ”
The scripting of individual scenes involved “a matrix of things,” he added. They had locations in mind that would capture the scale and scope of the game. They had specific vehicles and guns they wanted to highlight. “And then, we were looking to build personality moments and connections between our guys,” said Cole.
At the end, the four guys walk triumphantly in front of fountains at a scarred casino as the tagline appears: “There’s a soldier in all of us.”
SOURCE: Adweek via @xMaccabix