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Exclusive Look At New Madden TV Spot

Before I head down to Pasadena for Maddenpalooza, I wanted to share with you our new 60 second TV spot for Madden NFL 09.

Created by our talented in-house advertising team and our agency Weiden & Kennedy, the ads are probably a departure from what you have seen from
EA SPORTS on television in recent years.

To all of us who have played video games and watched sports over  the past 15 years, “It’s In the Game,” is one of the most familiar signatures in television advertising.  EA SPORTS iconic sign-off and stylistic advertising has defined the EA SPORTS brand and you, its fans, for nearly a generation.  But as the business changes and the demographics of gamers evolve, so too must EA SPORTS’ advertising creative. 

Beginning a few weeks ago with the launch of NCAA Football 09, and carrying through the majority of EA SPORTS advertising for the remainder of the 09 season, a new brand campaign will better reflect the brand and the face of gamers everywhere.  This new campaign includes nearly two dozen television spots and more than 50 web vignettes, as well as community, mobile and other extensions. 

No longer speaking exclusively to “boys in their bedrooms,” EA SPORTS will bring forward the new faces and voices of real-life gamers in an authentic, unscripted vision by legendary filmmaker Errol Morris.  The campaign features YOU -  real gamers of all types - young and old, male and female, celeb and athlete – speaking in their own voices.

While the essence of "It's In the Game" and the ubiquitous EA SPORTS medallion remain unchanged, this new campaign replaces that familiar sign-off with a range of voices from within the EA SPORTS community in their own words. I truly hope you enjoy the spots, and that you appreciate how we are trying to bring to life the unique faces of sports video gamers by sharing your stories and passion for our franchises.

Enjoy…