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Game overhaul no Trivial matter for Hasbro
08/07/2006 2:53 AM, Reuters
Michael Paoletta
Trivial Pursuit is one of the most
popular brands in the Hasbro Games family. Since its
introduction 24 years ago, the game -- the original version and
its special editions -- has sold nearly 100 million units in 26
countries and 17 languages.
For the game's newest edition, Trivial Pursuit Totally
'80s, Hasbro and its advertising agency Grey Worldwide have
concocted a too-festive campaign. It features a lively cast of
colorful personalities from the decade that gave us
asymmetrical hair styles, off-the-shoulder sweatshirts,
"Morning Train (Nine to Five)" and, of course, Trivial Pursuit.
According to Hasbro Games senior marketing manager Tim Eio,
the company has had a strong desire to do an '80s edition for
quite some time. "With the momentum for the pop culture of that
decade continuing to grow, it made sense to do this now," he
says.
Tiffany, Darryl "D.M.C." McDaniels, Downtown Julie Brown,
Kelly LeBrock and seven others are spotlighted in the campaign,
which encompasses radio and TV spots as well as an interactive
online component.
An original song/jingle, "Trivial Pursuit, Totally
Eighties," is heard throughout the campaign. Cyndi Lauper and
Rockwilder wrote the music, while Grey copywriter Michael
Lichter handled the lyrics.
A 60-second radio spot launched July 24 in major markets,
including New York, Los Angeles, Chicago and Philadelphia. This
was accompanied by the Totally '80s microsite, accessible at
http://www.trivialpursuit.com.
The site offers access to musical streams, celebrity
profiles and behind-the-scenes footage from the TV shoot.
The radio and Internet platforms will be followed in late
September by a 30-second TV spot directed by Lauper. Though the
singer does not appear in the spot, her voice is heard on the
track. (And that's Tiffany singing the hook.)
Lauper says she initially got involved with the project
because she found the people at Grey intriguing. "We sat around
and discussed the possibilities," she says. "They were so
creative. The experience reminded me of my record company 25
years ago. It seemed like it would be fun."
Besides, Lauper adds, "I love working in film. I felt I
could add a lot to the project."
Grey director of music Josh Rabinowitz said he and his
creative team first presented Hasbro with an anthemic, "We Are
the World"-type song for the campaign. But after numerous
discussions, including much input from Lauper, the original
concept evolved into something "more fun and dancey" (think
"Girls Just Want to Have Fun" crossed with "She Bop").
But as much as the song harks back to the dawning days of
MTV, it has wisely been infused with contemporary elements.
This way, Rabinowitz explains, "it sounds fresh for those who
weren't around for the '80s, while recalling good times for
those who experienced it firsthand."
Reuters/Billboard
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