Deutsch

This is work by the L.A. office for PlayStation for the Madden PSP Launch for 2009.



Sports and beer ads...why are they so funny?? This is the second ad, made by the second agency, I have looked at that is advertising the release of a Madden-related product. The ads for Madden all seem to have the same dry, humorous tone that has the ability to appeal to men in multiple demographics. This is important because Madden is now a cultural institution in this country and is bought by men (and probably a lot of moms) everywhere. The hype surrounding the annual release of the game each year is almost-but not quite-as big of a deal as the midnight release of a new Harry Potter book, but at least no one runs around with a broom, casting spells at a Madden release. Madden is a pretty genius gaming invention; you have to buy the new version every single year or there is no way to play, and I'm told the game is so fun that not playing is just not an option.

The TV spots I have seen advertising the release of the game certainly capture the cultural obsession American men (of ALL ages) have with the game, and the anxious, excitement leading up to its imminent release. It is not uncommon for multiple agencies to handle different aspects of advertising for a particular brand or company that has several different products or product lines, but this is an instance where multiple agencies are handling the advertising for one single product. This specific ad is for PSP, but it is exclusively for the Madden PSP launch. It is interesting in that even when two different agencies complete work for a brand, the tone and concept for both ads is very similar, which helps Madden maintain a cohesive brand image.