This FIFA 15, EA Games campaign captures the emotional highs and lows of immersive play—the bitter-sweet taste of football— Clapboard's Global Ad Archive.
Chase - Ubisoft, The Crew | Clapboard Ad Archive
French animation collective Andy’s delivers a kinetic jolt to game advertising with Chase, a high-gloss, CGI-charged campaign for Ubisoft’s The Crew that broke new ground in the Media / Entertainment market category in 2013. Commissioned as the UK’s showcase trailer for the highly anticipated open-world racing game, the work fuses Andy’s signature technical prowess—with previous Cannes Lions, NY Festivals, Epica, Clio, and Andys Awards recognition for boundary-pushing visuals—into a singular vision that sits squarely in Clapboard’s FORMAT#1 Demonstration taxonomy, prioritizing the direct, hyperreal illustration of product features over narrative spectacle. Rather than relying on narrative or character, the Chase trailer electrifies with a sequence of car parts magnetically assembling and transforming in meticulous CGI, a direct reflection of the game's core proposition: deep customization, high-performance engineering, and multiplayer dynamics set against a sprawling recreation of the United States. The piece stands apart in the game trailer landscape, channeling the production values of luxury automotive advertising and the raw visceral energy of blockbuster street-racing films—balancing aesthetic sophistication with commercial impact. At a time when game launches typically leaned on frenetic gameplay cuts or cinematic vignettes, Andy’s applies a high-art lens, immersing viewers in the tactile joys of building and mastering a machine—an inviting gesture to both hardcore racing fans and casual gamers. Underpinning the campaign’s creative ambitions is a technical foundation requiring extensive real-time monitoring and complex animation—every metallic flicker and snatched tire a payoff of painstaking digital craft. The campaign’s resonance extends across viewership and engagement, with over 36 million views, more than 275,000 likes, and upwards of 15,000 comments on YouTube, underscoring its transmedia reach and relevance for Ubisoft and The Crew. Clapboard rates this 88/100. As the industry appraises how game launches capture both the promise of play and the spectacle of innovation, Chase demonstrates the persuasive power of product-centred craft and marks a defining point in how technical mastery can sharpen the creative edge of interactive entertainment marketing.
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