Papaya, the mobile gaming company known for reinventing classic games like Solitaire and Bingo with competitive tournaments, is launching its new brand platform, “Play On”, with a striking ad that invites audiences to embrace playfulness in their daily lives.
Created by the agency You’re the Goods and directed by Nicolai Fuglsig, the 90-second spot takes place in New York and features two men soaring above the city streets on swings. Playfully competing to swing the highest, they capture the attention of onlookers, some watching in amazement from their apartments, others pausing in the streets to take in the moment.
Set to James Blake’s version of the classic song “The First Time Ever I Saw Your Face”, which was made famous by Roberta Flack, the ad concludes with the tagline “Play On” displayed on the screen.
Papaya revealed that the breathtaking stunt was not CGI but filmed with real footage of the two men swinging from a 165-foot-high crane. The stunt team behind Dune, Mission Impossible, and the James Bond series was brought in for the ad.
The Play On campaign spans multiple formats, including long and short films for TV, VOD, YouTube, and social media, alongside digital, social, and out-of-home (OOH) advertising.
