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Lil’ Wayne Is the Worst Teammate Anyone Could Ask for in New Ubisoft Game Ad – Adweek

Ghost Recon: Breakpoint—Ubisoft’s eleventh installment of their Tom Clancy’s Ghost Recon franchise—drops on Oct. 4, which gives fans enough time to rally their respective troops and prepare for the fight of their digital lives. Like with any multiplayer combat arena, success relies heavily on seamless teamwork, excellent communication, and, most importantly, focus.

So teaming up with a Grammy-winning rap superstar and perpetually busy mogul might be a great story to tell your grandkids someday, but not exactly the best tactical decision. Fortunately, Ubisoft managed to find several excellent teammates for the Breakpoint short film titled “Squad Up with Lil’ Wayne.”

For the first time, the French video game company linked up with advertising agency Argonaut for a cinematic, action-filled glimpse at how it feels to play with a distracted teammate. While most people can’t excuse their negligence with claims of maintaining a literal empire, the results are still the same, leading to frustratingly idle players and overall sloppy gameplay.

The perspective often switches from players to their in-game Breakpoint counterparts, showing Wayne’s heavily armed, otherwise extremely useful avatar lifelessly taking bullets while parroting Wayne’s business call (and if the violence looks especially masterful, fans have Deadpool 2 and John Wick director David Leitch to thank). Come on, there’s a time and a place, Tunechi.

The result is a resonant marketing effort that feels on-par with the game’s vivid, intense environment, even if over five minutes of content may feel a bit too long.

“The opportunity to work with the likes of David Leitch and Lil’ Wayne to bring to life the amazing, next chapter of Ubisoft’s Ghost Recon franchise was certainly one for the memory books,” said Hunter Hindman, Argonaut’s founder and chief creative officer. “With an entertainment property as successful as Ghost Recon, it’s almost impossible to create content that can live up to it. But after watching this mega-asset at least a hundred times, I truly believe it’s one of the most magnetic, credible, action-packed pieces of promotional content gaming has seen in years.”


Agency: Argonaut
CCO / Founder – Hunter Hindman
CMO – Katie Miller
Co-Heads of Strategy – Alan Stout
Co-Head of Strategy – Brian Olsen
Managing Director – JT Pierce
Executive Producer – Jeremy Arth
Creative Director – Matt Kelsen
Creative Director – Ali Esterly
Brand Supervisor – Chris Remy
Director Production Business Affairs – Linda Casson

Minted Content, Production Company
David Leitch, Director
Lance O’Connor, Managing Director / Founder
John McGarty, Executive Producer
Edina Sallay, Head of Production
Jason Gilbert, Producer
Jonathan Sela, DP

Circle Productions, Service Company Vancouver
Tom Murray, Executive Producer
Blake Bowell, Bidding Producer

Edit: 1606 Studio
Editor: Brian Lagerhausen
Assistant Editor: Cameron Maidenberg
Head of Production: Vickie Sornsilp
Executive Producer: Jon Ettinger

Sound: Barking Owl
Sound Design – Morgan Johnson
Music Editing – Houston Fry
Mix – Matt Keith
Creative Director – Kelly Bayett
Producer – Barking Owl

VFX: Eight VFX
Executive Producer: Shira Boardman
Producer: Ryan Dahlman
VFX Supervisor: Aryel Melek-Shalom
Flame Lead: Joe Chiao

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