2K Sports

"I Wanna" TV.

Denis Leary dropped 439 f-bombs, give or take, during the recording session. Three months later, he became the voiceover for the Ford F-150, and then Hulu, followed by DIRECTV Sunday Ticket. Yeah, we set that effin trend.

I know what Mr. Met looks like without that big head.

One of a dozen game-action TV spots.

One of a dozen game-action TV spots.

Web video promoting the game's Jose Reyes bobblehead giveaway.

Web video promoting the game's Jose Reyes bobblehead giveaway.

“I Wanna” works just as well for NBA basketball, 2K’s flagship game.

Some more game-action TV fun.

:15 TV

Baseball announcers are as much a part of the game as peanuts and Cracker Jacks. So to launch Major League Baseball 2K8 for 2K Sports, we decided to beat the announcers at their own game. Taking it up, oh, a good three or four thousand notches with an adrenaline-fueled Denis Leary rant we launched on Sports Center.

Despite a modest budget, we created a 20-spot campaign, designed the product packaging and produced web videos to augment the TV buy and bobblehead giveaway. Adweek named one of the spots their Ad Of The Day. And fans noticed and responded in droves, leading to the second most-successful launch of 2K’s baseball franchise, and the opportunity to extend “I Wanna” to other 2K properties, including their NHL and NBA games.


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