The Rec Room's Giant Claw Machine Rescues People from Their Boring Lives in Epic Spot

Cineplex entertainment hub The Rec Room just launched a new brand platform that encourages everyone, no matter their age, to step away from their everyday lives and rediscover the feeling of childlike wonder. 

Made together with agency Broken Heart Love Affair, "Make Room for Play" is marked by a hero spot that takes claw machines — often associated with our favorite childhood arcade games — and turns them into life-sized objects, literally picking people up into the air. 

This metaphor hopes to parallel The Rec Room's dedication to bringing fun and excitement into people's day-to-day lives, encouraging them to let loose and unwind once in a while.

According to Cineplex CMO Sara Moore, the idea for the campaign was born of the notion that "we need to carve out more time in our lives to simply have fun."

 

 

 

 

 

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Moore continues, saying the hub is a one-stop destination for gaming, food and drinks, competition, and entertainment, and is the place to go to for you and your friends to do just that.

"Make Room for Play" officially launched last October 17 with social media, digital, and OOH activations.

With a clear message and whimsical visuals, the latest from the brand and agency is a great way to create emotional engagement among audiences, particularly the older Gen Z and younger millennials who have grown up playing claw machines. 

Claws Over the City

Directed by Academy Award-winner Joachim Back, the one-minute commercial starts with a man scrolling through his phone in a dark living room.

Suddenly, he is picked up by a gigantic claw, which then takes him out of his room and flying on the streets.

The same happens for others going about their day-to-day: a woman waiting for her laundry, two people grocery shopping, and many more. 

 

 

 

 

 

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They then coast through the cityscapes hanging onto the machines, suspended in mid-air, with smiles on their faces. 

Passers-by and regular citizens watch from down under, as the claws populate the skies.

The spot ends with hundreds of oversized claws dropping people off to their destination: in front of The Rec Room, where they can "make room for play."

Recently, beauty brand Nexxus also launched a nostalgia-fueled campaign, which featured actress Lindsay Lohan as she created looks from her iconic characters.