This spot for the Activision video game X Men Origins: Wolverine, timed to the recent release of the movie, represents a departure from the game advertising norm. There is no game footage in the commercial. Nor is there even a glimpse of the Wolverine character himself.
Rather the viewpoint depicted is that of a caged creature. At first the camera looks out through a cage and surveys the surrounding prison grounds, which are dotted with numerous guard towers, each with armed guards at the ready to thwart an escape.
Next from the creature’s perspective, it uses brute force to break out of its cage to freedom. Guards and soldiers descend upon us as we have the POV of the hunted creature. Tear gas and other ammo is fired at us but we persevere. We knock one soldier off a perch onto the hood of a vehicle below.
A super appears that simply reads “It’s Out.” An end tag announces that the X Men Origins: Wolverine game is now available.
Rupert Sanders of bicoastal/international MJZ directed “Captivity” for New York agency Toy.
The Toy coterie of talent included chief creative officer/copywriter Ari Merkin, art director Gavin Lester and producer Sherri Levy.
Sanders’ support team at MJZ included exec producer Eric Stern and producer Laurie Boccaccio. Linus Sandgren was the DP.
Kirk Baxter of Rock Paper Scissors, Santa Monica, was the editor.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More