God of War III and the Ignored

Sony is promoting the new God of War III Playstation game with “Ignored”, a television spot in which a woman, Sadie O’Dowd, an insignificant other, complains about the impact of the game on her boyfriend. Since it arrived her boyfriend has become obssessed with being Kratos, fighting the powers in a world of Greek mythology. But it seems Sony’s complaints rep, Kevin Butler, Regional Manager of War, is too busy playing to worry about any complaints.

Sony God of War widow

Click on the image below to play the Ignored video.


The God of War TV campaign was developed at Deutsch Los Angeles by chief creative officer Eric Hirshberg, creative director Jason Elm, copywriter Jeff Candido, art director Bernie O’Dowd, agency producer Dominique Anzano, director of broadcast production Victoria Guenier, director of integrated production Vic Palumbo.

Sony staff included Peter Dille, SVP of Marketing and Playstation of Network.

Filming was shot in the Los Angeles Times Building by director Frank Todaro via Moxie Pictures with director of photography Brendan Galvin, executive producer Robert Fernandez, producer Laura Heflin.

Editor was Christjan Jordan at Arcade Editorial with assistant editor Hilary Ruggiano, executive producer Deanne Mehling.

Colorist was Stefan Sonnenfeld at Company 3. VFX was produced at Airship Post, Los Angeles, by online artist Chris Homel.

Music is from the God of War soundtrack. Audio post production was done at Lime Studios by mixer Mark Meyuhas.