The New Call of Duty Ad Shows You How to Take Gaming Way, Way Too Far

Living, not just playing, WWII: The Resistance


Is it possible to be too steeped in game play and alternate realities, allowing them to bleed over in an unhealthy way into every part of daily life?

Not according to these hardcore friends, who take their challenge as 1940s European resistance fighters everywhere they go, beeping Morse code to each other in the office elevator, holding clandestine meetings in dark conference rooms and eating paper messages at a diner.

Colleagues and waitresses are not amused.

This cheeky snapshot of gamer culture comes via a new long-form ad for Activision’s Call of Duty: WWII downloadable content pack (The Resistance) that debuts Tuesday on PlayStation 4, featuring “new maps, a new War Mode mission and a new chapter of Nazi zombies,” says the publisher.

From agency 72andSunny and filmmakers Will Speck and Josh Gordon (Blades of Glory, The Switch, Office Christmas Party), the live-action mini-movie follows three unselfconsciously serious players as they “live the spirit of the resistance.” That involves wasting company time, making public spectacles of themselves and locking their friend in a hallway because he forgot the secret password. (It’s “hitchhiker’s mustache,” pal. Remember?)

The spot comes on the heels of another live-action ad for Call of Duty: WWII, which launched last fall. “Reassemble” takes a page from big screen flicks like Ocean’s Eleven, putting an eclectic squad of gaming experts back together with ample straight-faced humor and slow-motion shots. The two-and-a-half-minute short made for the U.S. has more than 4.5 million views on YouTube alone, with popular regionally tweaked versions running in the U.K. and France.

Expect more fan-facing news this week from Activision, ad agency execs say, as The Resistance rolls out on other platforms.

Client: Activision
Chief Executive Officer: Eric Hirshberg
Chief Marketing Officer: Tim Ellis
SVP, Global Consumer Marketing: Todd Harvey
Director, Consumer Marketing: David Blaser

72andSunny Team
Creative Co-Chair, Founder: Glenn Cole
Group Creative Director: Matthew Curry
Creative Director/Designer: Ben Hodgin
Creative Director/Writer: Josh Braithwaite
Senior Designer: Juri Zaech
Senior Writer: Samuel Moore
Executive Producer: Zeynep Taslica
Jr. Producer: Erika Ruiz
Group Brand Director: Simon Hall
Brand Director: Mandy Wakimoto
Brand Manager: William Nader
Brand Coordinator: Tanya Zaccaro
Group Strategy Director: John Graham
Strategy Director: Daniel Teng
Strategist: Alex Morrison
Partnerships and Legal Director: Kallie Halbach
Partnerships and Legal Manager: Jesse Sinkiewicz
Partnerships and Legal Coordinator: Kelsey Buehler

Production Company: Furlined
Director: Speck & Gordon
DP: Frank Lasse
EP: David Thorne
Line Producer: Greg Schultz

Editorial Company: Cabin
Editor: Graham Turner
Managing Partner: Carr Shilling
Editorial Producer: Liz Lydecker
Assistant Editor: Randy Baublis

Visual Effects Company: Method Studios
Executive Producer: Cara Lehr
Producers: Stephanie Allis
Lead Flame Artist: Rachel Moorer

Postproduction Company: Co3
Colorist: Tom Poole
EP: Ashley McKim

Audio Post Production Company: Lime
Mixer: Jeff Mullen
EP: Susie Boyajan

Mophonics Music
Creative Director – Stephan Altman
Composer Shea Duncan


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