EA Sports

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A breaking campaign for EA Sports’ newly released NCAA Football 12 features quick, 15-second takes on college football fans’ devotion to their team. The campaign is by advertising agency Heat, San Francisco. One commercial shows Louisiana State University fans, pre-game, body-painting their torsos in purple and gold. The :15 spot is called “Man-boobs.” Another shows a University of Texas Longhorns fan whose wrist is broken, but whose “Hook ’em Horns” pride remains intact. The third is of a University of Florida Gators fan who takes his chomping seriously, and strenuously. The tag is “You’re Devoted.” The campaign targets college football fans, male, 12 – 34, both gamers and non-, with a national media buy that includes spot broadcast on NBC plus schedules on 15 cable networks such as ESPN, Comedy Central, Spike, Adult Swim, MTV, etc. Additional support media include a print spread in ESPN the Magazine and fifteen conference-specific Flash banners that will be geo-targeted to over 200 sites, including ESPN, Yahoo!Sports, and local college sports news sites, plus AOL, IGN, and GameSpot. The media agency is Wieden+Kennedy, Portland. Creative credits go to Heat executive creative director Steve Stone, creative director Warren Cockrel, associate creative director Anna Rowland, art director Jason Rosenberg and copywriter Kris Kennedy. The director is David Shane of production company O Positive, New York. NCAA Football 12, $59.99, for Xbox and PlayStation, features deeper, longer athletes’ career paths, from “High School to Heisman to Head Coach.” EA Sports is a label of Electronic Arts, Inc., Redwood City, Calif. (NASDAQ: ERTS), a leading global interactive entertainment software company. EA develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. www.ea.com Heat is a full-service advertising agency located in San Francisco. Clients include EA Sports, Condé Nast Publications, The California Academy of Sciences, Bare Escentuals Cosmetics and Adobe. www.sfheat.com

Client: EA Sports label of Electronic Arts, Inc., Redwood City, Calif. (NASDAQ: ERTS) Agency: Heat, San Francisco Game launch: NCAA Football 12. $59.99 For Xbox, PlayStation. New feature: Deeper, longer career paths. “High School to Heisman to Head Coach.” Concept: Celebrate NCAA Football fans’ level of devotion. Execution, 3 of 3: “Gator Chomp.” Fan gets cut to chomp. Florida Gators. Target: College football fans, male, 12 – 34, gamers and non-. Tag (new): “You’re Devoted.” Heat credits: ECD: Steve Stone CD: Warren Cockrel ACD: Anna Rowland CW: Kris Kennedy AD: Jason Rosenberg Designer: Christa Chapman Exec Prod.: Brian Coate Content Prod.: Jonathan Matthews Prod. co.: O Positive, New York Dir.: David Shane D.P.: Marc Laliberte Else Exec Prod.: Marc Grill Line Prod.: Ken Licata Prod’n. Designer: Dan Oulette Editorial: Arcade Edit, Santa Monica Editor: Stewart Reeves Asst. Editor: Sean Stender Exec Prod.: Deanne Mehling Prod.: Cristina Matracia Finish: Airship Post, Santa Monica Online Artist: Adam Lobel Animator: Rob Ufer Head of Prodn.: Sascha Flick Music: Lazy Hooks, Los Angeles Composers: Ryan Merchant, Sebu Simonian Sound Mix: Lime, Los Angeles Engineer: Sam Asst. Engineer: Francine Boucher Sound Design: 740 Sound Design & Mix, Los Angeles Executive Prod.: Scott Ganary Sound Designers: Andrew Tracy, Eddie Kim Telecine: Company 3, Santa Monica Colorist: Siggy Ferstl Media: 15 national cable networks including ESPN, Comedy Central, Spike, Adult Swim, MTV, etc.  National spot broadcast, NBC. Media Agency: Wieden+Kennedy, Portland Breaks: July