Verizon present the The Unbreakable Controller
The Unbreakable Controller: The world's first controller designed for gamers with laggy internet
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In the world of video games, nothing is worse than internet lag. And when gamers lag, they tend to take their frustration out on the first thing that’s closest to them: their controller.
Just a quick search of YouTube will turn up hundreds of videos that show gamers throwing, kicking, and stomping on their controllers to soothe their anger.
Verizon Fios, named best internet for gaming by PCMag, wants to show gamers that the Fios network can be the solution to lag frustrations, and that simply switching to Fios could help them step up their game. So, Verizon Fios is getting their attention in the most gamer way possible: by trolling them... with a controller that’s unbreakable. [Created to handle typical gamer tantrums, but not literally unbreakable.]
The campaign from McCann New York gets the Unbreakable Controller into the hands of one of the gaming world’s biggest influencers, Nate Hill of FaZe Clan. Naturally, he’s using it to troll his fellow teammates that don’t have Fios, by challenging them to test its durability through a series of hilarious challenges, like hitting it with a bat, dunking it like a basketball, and throwing it off a balcony. Each test will show that even though the controller is incredibly strong, there’s still no substitute for better internet and that FaZe Clan really just needs Verizon Fios.
Credits
View on- Agency McCann/New York
- Production Company In-House at Agency
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Credits
View on- Agency McCann/New York
- Production Company In-House at Agency
- Copywriter Lerthon Theuma
- Group Creative Director Karsten Jurkschat
- Art Director Joan Heo
- Copywriter LeAndra Langhorne
- Art Director Erika Casales
- Associate Creative Director Rene Delgado
- Chief Creative Officer Thomas Murphy
- Chief Creative Officer Sean Bryan
- Chief Creative Officer Matthew Curry
- Chief Production Officer Nathy Aviram
- Executive Creative Director Cristina Rodriguez Reina
- Executive Producer John McAdorey
- Producer Brian Collins
- Producer Laura Kellerman
- Editing/Finishing NO6
- Editor Ryan Bukowski
- Head of Production Laura Molinaro
- Executive Producer Corina Dennison
- Senior Flame Artist Ed Skupeen
- Finishing Producer Mark Reyes
- Audio Post Sonic Union
- Mix Engineer Brian Goodheart
- Producer Nathanael Taylor
- Director Justine Cortale
- Photography Giant Artists
- Group Creative Director Alex Little
- Producer Charlotte Delon
- Associate Creative Director Colby Spear
- Chief Creative Officer Andrew McKechnie
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency McCann/New York
- Production Company In-House at Agency
- Copywriter Lerthon Theuma
- Group Creative Director Karsten Jurkschat
- Art Director Joan Heo
- Copywriter LeAndra Langhorne
- Art Director Erika Casales
- Associate Creative Director Rene Delgado
- Chief Creative Officer Thomas Murphy
- Chief Creative Officer Sean Bryan
- Chief Creative Officer Matthew Curry
- Chief Production Officer Nathy Aviram
- Executive Creative Director Cristina Rodriguez Reina
- Executive Producer John McAdorey
- Producer Brian Collins
- Producer Laura Kellerman
- Editing/Finishing NO6
- Editor Ryan Bukowski
- Head of Production Laura Molinaro
- Executive Producer Corina Dennison
- Senior Flame Artist Ed Skupeen
- Finishing Producer Mark Reyes
- Audio Post Sonic Union
- Mix Engineer Brian Goodheart
- Producer Nathanael Taylor
- Director Justine Cortale
- Photography Giant Artists
- Group Creative Director Alex Little
- Producer Charlotte Delon
- Associate Creative Director Colby Spear
- Chief Creative Officer Andrew McKechnie
And this controller? It’s definitely no prop. We went through the process of having it made for real by partnering with product designer Steven Brower of Brower Propulsion Laboratory. He created a bespoke video game controller that can withstand the frustrations of laggy gamers. Taking inspiration from the diabolical ironclad beetle, the controller was constructed with a durable, aluminum shell and then surrounded by a soft foam that cushions the shell from impact. Its bright orange colour was intentionally chosen to reflect the humorous nature of the product and the childish anger gamers show when they lag out.
But the campaign doesn’t stop with a controller and a troll job, we’re also engaging gamers at some of their most frequented websites like Kotaku, with a deep dive editorial about the Unbreakable Controller, along with high impact digital placements. We’re even taking it beyond the gaming community by partnering with influencers like tech reviewers and content creators. Each one is receiving the controller along with a challenge to put it to the test in their own unique way and share the results with their fans.
And at the end of the day, all of this could’ve been avoided if gamers across the country had simply chosen Fios from the get-go. But until then, it’s up to us to remind laggy gamers everywhere... it’s this or Fios.
