Where Legends Belong.
A TV spot for the first Esports World Cup in Riyadh, in which gamers' favourite characters vanish from their games and turn up walking through Riyadh towards the tournament arena.
- Brand
- Esports World Cup
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
The first Esports World Cup was held in Riyadh and ran until 25 August 2024 (Campaign Middle East). Extend's entry says the spot was made to 'position the Esports World Cup 2024 (EWC) as the ultimate global destination for gamers and fans across all genres and backgrounds'.
The idea
Three kinds of gamer, a co-op party trio, a focused gamer girl and an angry sports gamer, boot up their games to find their favourite characters gone. Players around the world rage-quit and smash their gear until digital glitches spell out one word: Riyadh. In the second half the characters, from fantasy warriors to sports stars, walk through Riyadh's streets and converge on a glowing arena as the voiceover says: 'Where are the legends? They're here. At the Esports World Cup 2024.' The spot mixes live action with CGI (MUSE).
Case study source: MUSE Creative Awards Source ↗
Awards
- MUSE Creative Awards 2025Advertising - Advertising CampaignGold
- MUSE Creative Awards 2025Video - EventPlatinum
- MUSE Creative Awards 2025Video - TV Ad CampaignPlatinum
Credits
- Executive creative director
- Chehadi Bourdoukan
