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    Sports Drink for Gamers Secretly Taps JarradHD to Step in for Lesser Players

    Maximus Game On tilts the scales in clever new campaign.

    By Asia Ad Junkie - Oct 1, 2020
    Sports Drink for Gamers Secretly Taps JarradHD to Step in for Lesser Players

    To launch Maximus Game On – Australia’s first gaming sports drink designed for sofa-dwelling athletes – the brand is letting them borrow the services of of JarradHD, one of the world’s best pro-gamers, to help them defeat fellow gamers.

    As the brand describes it on their YouTube page: “Do you SUCK at gaming? Well we’ll help you unSUCK.”

    As part of the campaign, which was created by Clemenger BBDO and developed in partnership with IGN, Maximus sought out some of Australia’s most lopsided gaming rivalries and had pro-gamer JarradHD secretly step in on the lesser player’s behalf – allowing perennial losers to bask in ‘their’ victories.

    The brand then revealed that the unexpected skill upgrades were all made possible by Maximus Game On.

    “Look, is it ethical to be able to borrow one of the world’s best gamers to log in under your handle and destroy your mates in a game of FIFA,” asked Clemenger BBDO Sydney ECD Brendan Willenberg. “Probably not… but is it funny. Yep. Hats off to the team at Maximus for letting average gamers like me finally get a taste of victory. And hats off for letting us have a bit of fun in the gaming world.”

    The film was directed by Flare’s (part of Clemenger Group) Robin Sung, the campaign goes live today, on IGN’s platform with amplification on social and targeted online media channels including Facebook, Instagram, YouTube, Twitch, LadBible, 9NOW, and 7PLUS BVOD. To enlist the Maximus Pro Gamer to help defeat your mates, click here to enter.

    “It’s always exciting to push the boundaries of a category with products that are truly relevant to consumers and the way they interact with the changing world around them,” added James Deysel, Head of Hydration at Frucor. “This year has shown us that gaming and E-sports will only continue to head in one direction, and that’s up. By bringing a Sports Drink especially designed for gaming and E-sports to market in such an engaging way with the Clemenger team has been tremendous fun and we hope consumers enjoy it as much as we did creating it.”

    Short credits:

    Client: Maximus, Frucor Suntory
    Agency: Clemenger BBDO Sydney
    Production Company: Flare BBDO
    Media: OMD

    Long credits:

    Client: Maximus, Frucor Suntory
    Head of Hydration: James Deysel
    Senior Brand Manager: Kate Taylor
    Brand Manager: Rebecca Hantzis

    Agency: Clemenger BBDO Sydney
    Executive Creative Directors: Brendan Willenberg & Darren Wright
    Creatives: Josh Aitken, James Beswick
    Head of Craft: Dan Mortensen
    Producer: Jo Howlett
    Client Service: Simon Starr, Sacha Zivanovic, Rachel Robinson, Carly Pelham
    Planning Director: Clare La Palombara

    Production Company: Flare
    Director: Robin Sung (Flare) & Josh Aitken
    Offline Editor: Emily Cornelius
    Online Editor: Jess Morgan
    Sound Engineer: Robbie Balatincz

    Media: OMD

     

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