| Titel | Puckwell |
| Agentur | Wieden + Kennedy |
| Kampagne | Puckwell |
| Werbende | Electronic Arts Inc. |
| Marke | EA Sports |
| Posted | September 2007 |
| Produkt | NHL '08 |
| Geschäftsbereich | Videospielekonsolen |
| Slogan | It's in the game. |
| Story | Shot entirely in game footage, and featuring a take on the 1980s Rockwell hit Somebodys Watching Me, this spot illustrates how the newly-improved AI of the players has changed from NHL 07 to NHL 08. Juxtaposing the aggressive nature of hockey with the melody, lyrics and voice of the player who sings it, the spot shows offensive players always glancing around them, aware that theyre being stalked by defenders. Their usual maneuvers arent working anymore. Eric Staal, cover athlete of the game, eventually swoops in and crushes a defender not paying attention. |
| Problem | To create momentum and a high level of excitement around the launch of NHL 08, and introduce the gaming community to the new and innovative AI element in the game. |
| Medientyp | Fernsehen |
| Länge | |
| Post-Produktion | Joint Editorial House |
| Audio-Postproduktion | Joint Editorial House |
| Tonstudio | Joint Editorial House |
| Creative Director | Jose Cabaco |
| Creative Director | Tim Wolf |
| Texter | Ross McSweeney |
| Art Director | Jason Berry |
| Etatdirektor | Steve Barry |
| Kundenbetreuer | Victoria Krueger |
| Agency Producer | Jessica Staples |
| Executive Creative Director | Jelly Helm |
| Executive Creative Director | Steve Luker |
| Agency Executive Producer | Ben Grylewicz |
| Produktionsfirma | HUM |