Space Invaders Returns - Brief Article

Brandweek, Oct 11, 1999 by Todd Wasserman

Activision will target casual garners with a $2 million TV campaign this holiday season for the revival of the classic Space Invaders title.

In 30- and 15-second spots, to be shot this week by Ground Zero, Santa Monica, Calif., farmers from the Midwest to Scotland to Japan confront puzzling crop formations. The camera pulls back to reveal the message, "You are so dead," spelled out on the ground among the various formations as a voiceover intones: "With a whole mess of new moves, Space Invaders are back and they're badder than ever." Game footage is interspersed in the spots.

At the end of the spot, a farmer offers that the formation, "Looks sort of like a peace symbol," and another concurs, "Sort of."

The spots will try to reach the demo of males from their teens through late 20s by airing during prime holiday gift-purchasing time from Nov. 22 to Dec. 15 on football, Howard Stern on CBS, ESPN, E! as well as MTV, Comedy Central and UPN, said Will Kassoy, marketing director for the Santa Monica firm. Activision plans to release PC, Sony PlayStation, Nintendo 64 and Game Boy versions of the game this fall.