Sega will this week follow up the television advertising for the
launch of its Dreamcast games console with a press campaign by WCRS
called ’family values’.
Three executions, which go up at the end of this week, are intended to
highlight the social side of playing computer games, reinforcing the TV
campaign’s endline: ’We all play games. Why don’t we play together?’
The tone of the posters is more edgy than the TV work. One shows a
picture of a traditional family looking adoringly at their pet labrador.
The headline reads: ’Good news, kids. We’re trading Rex for a Dreamcast
Another execution shows a child dressed as a cowboy, alongside the
words: ’Global unity. Cross-cultural understanding. Psychotic fight
The third ad, illustrated by a bunch of flowers, reads: ’Dear John, just
because I want to kill you doesn’t mean I don’t love you.’
James Moody, the account director on Sega at WCRS, said: ’Gaming isn’t
just about gamers. We all know it’s about the laugh with your mates.
Dreamcast is the first console to recognise this and deliver.’
Dreamcast, which claims to be the most powerful games console in the
world, also includes e-mail and web browsing facilities, hence the
advertising’s emphasis on the social aspect of gaming.
The posters were written by Jude Healy and art directed by Dave
Media buying is by Carat UK.
WCRS won the #60 million pan-European Sega account in March after a
pitch against M&C Saatchi, Bartle Bogle Hegarty, McCann-Erickson’s Magic
Hat and Rainey Kelly Campbell Roalfe.