Apex Legends Partners with Chace Crawford in Epic Spot from Battery

Apex Legends just launched a new campaign featuring "The Boys" star Chace Crawford as he re-enacts an epic experience.

The "Run-It-Backs" campaign hopes to remind fans both old and new to relive moments that make the battle-royale shooter game so special. 

Made together with advertising agency Battery, the initiative is marked by a one-minute spot featuring the American actor and his squad as they act out a legendary Apex battle on stage. 

With comedic moments and action-packed sequences, the advert aims to encourage viewers to "find the fun" and to remind them that "legendary stories are everywhere."

And fans are already raving about it on social media.

This might be one of my favorite piece of Apex Content the team has been involved in

After seeing this I wonder who is dream casting to play legends in things like this pic.twitter.com/XilWtcDbrl

— Josh Medina (@lowkeydbjosh) August 22, 2024

Apex Legends Head of Global Brand Marketing Rich Elmore shares his thoughts behind the efforts, saying their players often share unexpected encounters "that are just so good, they demand a replay." 

Meanwhile, Battery Executive Creative Director Scott Brown says it's important to the agency and the Apex team that players of all skill levels have fun. 

Brown hopes the agency's first work with Apex encourages the gaming community to "become Legendary from the Drop."

The latest campaign from Apex runs across digital and social.

With other gaming giants making big collaborations with celebrities and influencers, it was only time for the Electronic Arts (EA) game to follow suit, teaming up with Crawford to bring the laughs to its audience.

Supercell's Squad Busters recently pulled off something similar, with a star-studded cast being one of the ingredients to its now-viral ad. 

It's an effective brand marketing strategy that speaks a lot about what the Apex Legends stands for — fun experiences.

Making Legendary Moments

The short advert kickstarts with Crawford backstage, talking to the audience as set designers help him suit up. 

"Following a story so legendary that it deserves to be retold even more legendarily," he tells the viewers, as he zooms off.

The next scene cuts to the stage and sees the "Gossip Girl" star act as the popular Apex Legends character "Fuse," together with his squad.

The screen splits into two, with one half showing in-game graphics and the other half Crawford and his team imitating them.

The spot then cuts between reality and in-game moments, fighting with guns, no guns, and karate-chopping standees. An epic battle ensues, as the curtains close. "Legendary stories are everywhere," the star says, closing the spot. 

Campaigns like these are often crafted by leading creative agencies that excel in blending storytelling with visually captivating executions.

Speaking on the commercial, Battery Chief Creative Officer Philip Khosid explained their mission to keep the game at the forefront of their industry by "playing into their original experience that made them a fan-favorite game for all."

Previously, Chace Crawford starred in a Liquid Death spot in character as "The Deep."