Ghost Recon Breakpoint: Epic Co-op Action & Live-Action Trailer | Clapboard Ad Archive

Ghost Recon: Breakpoint

Description

Launched in 2019, the "Ghost Recon: Breakpoint" campaign by Ubisoft, created in collaboration with Argonaut, harnesses the power of cinematic storytelling through a compelling live-action film featuring Lil Wayne to immerse audiences in the intense world of tactical military gaming. Designed specifically for the North American market, this campaign vividly captures the essence of Tom Clancy’s Ghost Recon Breakpoint, emphasizing the game's core experience of four-player cooperative gameplay balanced with the option for stealth and precision tactics. With an emphasis on social engagement and strategic collaboration, the campaign encourages gamers to pre-order the Gold or Ultimate editions ahead of the October 1 release, leveraging popular culture and celebrity endorsement to enhance visibility and excitement. This campaign strategically positions the game as a dynamic and immersive military shooter set in the expansive and unpredictable archipelago of Auroa, where players encounter hostile environments, rogue ex-Ghosts, and high-tech adversaries. The communication highlights critical game features such as detailed customization options, survival mechanics, and an evolving storyline that bridges both player-versus-environment and player-versus-player modes, promoting continuous engagement through updates and endgame content like raids. Ubisoft’s integrated approach includes directing audiences to official social media channels and the Ubisoft Store, driving community building and direct consumer interaction. By aligning the brand with innovation and intense, authentic gameplay, the campaign effectively resonates with both existing fans and new players, reinforcing Ubisoft’s leadership in the gaming industry. The fusion of high-profile talent, cinematic quality, and interactive experience within this film medium campaign amplifies the narrative of resilience and tactical mastery that defines Ghost Recon Breakpoint, positioning it as a must-play title for 2019.

Credits

Client

Ubisoft

Agency

Argonaut

Executive Creative Director

Hunter Hindman

Chief Marketing Officer

Katie Miller

Strategic Planner

Alan Stout, Brian Olsen

Managing Director

JT Pierce, Lance O’Connor

Producer

Jeremy Arth, John McGarty, Jason Gilbert, Tom Murray, Jon Ettinger, Barking Owl, Shira Boardman, Ryan Dahlman

Creative Director

Matt Kelsen, Ali Esterly, Kelly Bayett

Account Management

Chris Remy

Production House

Minted Content, Circle Productions

Director

David Leitch

Head Of Production

Edina Sallay, Vickie Sornsilp

Campaign Proposition

Ubisoft’s 2019 campaign for *Tom Clancy’s Ghost Recon Breakpoint* leverages a high-impact, live-action approach featuring Lil Wayne to emphasize the game’s core value proposition: immersive, team-focused tactical gameplay within a diverse and hostile open world. The campaign underscores the brand promise of offering players full freedom of approach, deep customization, and a social, cooperative experience that balances solo play with four-player co-op and competitive PvP modes. By highlighting the game’s realistic military setting and narrative depth—where players confront former allies turned enemies—the campaign positions the game as an authentic, strategic military shooter that demands adaptability, survival skills, and collaboration. Strategically, the campaign targets a niche audience of mature gamers who value realistic military shooters and complex gameplay dynamics. The use of Lil Wayne, a well-known cultural figure, functions both as a bridge to a broader entertainment audience and as a signal of relevance within popular culture, enhancing the game’s appeal beyond typical hardcore fans. This creative angle blends gaming with mainstream music culture to boost engagement and social sharing. The focus on multiplayer cooperation encourages community building and ongoing player retention, reflecting a broader market trend toward social gaming experiences with continuous content updates. The campaign’s narrative-driven and tactical emphasis aligns with the brand’s positioning in a competitive market, reinforcing Ubisoft’s authority in delivering expansive, narrative-rich gaming experiences that invite both individual skill and team strategy.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign prominently features Lil Wayne teaming up in the game’s “Squad Up” call to action, directly called out in the title and YouTube metadata. The use of a well-known celebrity in a Live Action/VFX spot is designed to leverage his persona to drive attention and aspiration among the target audience for Ghost Recon: Breakpoint. There is no direct problem–solution framing, exaggerated symbolism, narrative arc centered on product-based resolution, or parody. Instead, the campaign uses the celebrity’s star power as its principal device for recall and association, fitting the “Ongoing Characters or Celebrities” format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats