Andy Nairn, chief strategic officer, Dare

Why I like it

This is a really nice answer to a pretty horrible brief.

Rocksmith is a late entrant to the rhythm gaming sector. The market's best-known player, the Guitar Hero franchise, has just exited the scene, while the biggest remaining brand, Rock Band 3, has an army of devoted fans, who seem resistant to change.

So the task is to bring something different to the party, before the gig is over. Rocksmith has an advantage as it's the only game that allows you to plug any electric guitar into your console. But dramatising this USP is easier said than done. It's a complex message, and the product is still in development so there is no gameplay footage to illustrate it. The film gets around this by focusing on the guitar and doing something special with it.

Wish I'd thought of

Using a baby to sell a pretty sophisticated musical game. OK, cutesy toddlers are second only to quirky cats as an online cliché, but in this case the device is both relevant and inspired. Relevant because it communicates that the product is child's play, and inspired because it has helped a late entry to a tired market feel new and exciting.

This article was first published on Campaign YouTube


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