New Ads for “Order of the Phoenix” Video Game (Updated)
May 26, 2007
Soon to be appearing in magazines everywhere are new print advertisements for the Harry Potter and the Order of the Phoenix video game, including this cool ad here, and here.
Update: Adweek has a new article about this marketing campaign from Wieden + Kennedy, out of Amsterdam, as one of the copywriters notes ” we tried to bring this to life for 8-to-13-year-old Potter fans by juxtaposing the banality of everyday school against the excitement of life at Hogwarts.” Saying new TV spots are due to begin airing in two weeks, the article continues on to describe more of about the focus on the school aspect of the game
To some extent, it doesn’t matter if potential players are still in school, Montgomery said. “School is a constant element in every kid’s psyche. When you’re on vacation, it’s lurking in the back of your mind,” he said. “Even as an adult, you know what school represents and it’s basically the polar opposite of Hogwarts.”
The tone of the campaign recognizes the changing demographic of the target audience that has grown up with Harry Potter media and EA titles exploiting each movie release. “The kids we’re communicating with enjoy watching clips of their peers doing dumb, crazy stuff on YouTube,” Montgomery said. “We’re tapping into that world. The humor is dark, the payoff is subtle. We’re asking Harry Potter fans to laugh at themselves, and that takes maturity.”
The Harry Potter and the Order of the Phoenix video game is due to be released on the Nintendo Wii, Playstation 2, Xbox 360, PlayStation 3, PlayStationPortable, Nintendo DS, Game Boy Advance, and Windows PC platforms at the end of June. Be sure to check out the various trailers for this new video game here in our galleries.