In this spot for RECOIL, a multiplayer battlefield game that turns any outdoor space into a digitally enhanced, multiplayer battlefield. Using in-ear surround sound, haptic response weaponry, and smartphone integrated gameplay. SO basically it's like Laser Tag on steroids.

In this spot, Michael Madsen stars as "Striker," an aging hero who wants to impart some wisdom to the kids who are just starting out. Here's what he says:

"Sometimes you see what you want to see. Not what battle demands you see. I remember seeing...I mean...truly seeing for the first time. When the other eye opened, I saw the world like a soldier. When you've walked along the perimeter of sanity and peered over the edge, you see things for... what they truly are. Where you see, mama's meat freezer, I see cover from raining hell fire. You see lights and darks and I see an assassin coming to collect a debt. You see fun in the sun, I see a shield keeping the final curtains drawn for just one more day. You see a light at the end of the tunnel. I see you. Looking over your shoulder. Every day. For the rest of your life. I'm getting to old for this."
The world is now game."

I wouldn't call it imparting wisdom so much as a long-winded ramble filled with clichés. It also doesn't help that the big "reveal," when the garage opens shows kids carrying what look like really cheap toy weapons.

Client: Skyrocket Toys
CEO & Co-Founder: Nelo Lucich
CMO & Co-Founder: John Ardell
Creative Director & Co-Founder: Jon Proudfit
Senior Marketing Director: Craig Mitchell
Executive Producer: Cory Ledesma
Lead Producer – Gaming, Interactive & Consumer Products: Curtis Barnes

Agency: Battery
CEO/Co-Founder: Anson Sowby
CCO/Co-Founder: Phil Khosid
VP/Creative Director: Raymond Hwang
VP/Creative Director: Scott Brown
Brand Director: Maximilian Kislevtiz
Executive Producer: Kristine Ling
Producer: Mackenzie Busch

Production Company: Bob Industries
Director: Alan White
Director of Photography: Ken Seng
Line Producer: Brian Etting

Editorial/VFX: NO.6 Editorial & No.7 VFX
Managing Partner: Carr Schilling
Editor: Graham Turner
Assistant Editor: Connie Chuang
Producer: Michelle Dorsch
Flame Artist: Verdi Sevenhuysen

Color: The Mill
Colorists: Adam Scott
Executive Producer: Thatcher Peterson
Producer: Diane Velara

Music & Sound Design: WOLF AT THE DOOR
Partner/Creative Director: Alexander Kemp
Director/Producer: Thomas Leistenschneider

Audio: Formosa
Mix Engineer: John Bolen
Executive Producer: Lauren Cascio

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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.