Virgin Interactive is supporting the November 24th release of Dino Crisis 2 for PlayStation with a breathtaking TV ad campaign.
Produced by leading agency, Wieden + Kennedy, the 40-second advertisement has been designed to highlight the underlying tension that runs throughout the game. The campaign spotlights a helpless victim who is being pursued through the streets of New York by an unseen dinosaur. The man is duly chased into a dead end, whereupon, as the creature closes for the kill, the advertisement cuts to a selection of chase sequences lifted from the game. The Dino Crisis 2 tagline 'You Are Food' is then revealed.
The ads will start from November 16th, a week before Dino Crisis 2 launches, and will appear on all key terrestrial and satellite channels at peak hours. The 'You Are Food' campaign is also being used in extensive poster and multimedia promotions and via the game's dedicated website (www.youarefood.com). Amy Lawson, Managing Director of Wieden + Kennedy London commented: "The game establishes Dino Crisis 2, as the 'must have' PlayStation release this Christmas. The disturbing element of the advertising will appeal to the target audience as it captures the game's essence."
Sean Brennan, Virgin Interactive's COO added: "Wieden + Kennedy were awarded this hard-fought pitch due to their creative vision, and their ability to provide us with a consistent and effective campaign for the major territories in Europe. Our first TV campaign with them achieves this, and sets the standard for top-quality creative throughout 2001."
Dino Crisis 2 is a fast-paced action title from leading Japanese developer Capcom that pits the player against over ten species of razor-toothed dinosaurs. The game has already enjoyed universal acclaim from the video games' press and is being touted as one of the most exciting PlayStation releases of the year.