Capcom Europe, the computer games manufacturer, is putting its
biggest-ever adspend behind the launch of Devil May Cry in an attempt to
make it the "must-have" title for players this Christmas.
A total of £1.9 million has been earmarked to support a press and
poster campaign through Banks Hoggins O'Shea/FCB for the PlayStation 2
game, which will break across the UK and Europe in two weeks' time.
The poster advertising takes a macabre and surreal approach and features
the head of a scalped man whose brain is being churned by a food
The game was devised by Shinji Mikami, who developed Capcom's Resident
Evil series. He was inspired by the European Gothic architecture of
Gaudi and action films such as The Matrix and From Dusk till Dawn to
create Devil May Cry's graphics, which aim to immerse players in a dark
The Banks Hoggins joint creative directors David Alexander and Rob
Fletcher devised the advertising, which is targeted at both regular and
Malcolm Venville, a director and photographer at Therapy Films, shot the
ad, which is due to run across Europe in the UK, France, Holland,
Belgium, Sweden, Norway, Denmark, Finland and Luxembourg.
Media, which is being planned and booked by MediaCom, will include
48-sheet cross-track posters on London Underground.
The ad will also appear in consumer titles such as Loaded and specialist
publications including the official PlayStation 2 magazine.