MANILA, PHILIPPINES — Grand Theft Auto V (or GTA V as the gaming community fondly calls it) is one of the best selling games of all time, with a vibrant, active and extremely dedicated online community, even for an 11-year old game (with versions now spanning multiple console generations – practically a lifetime, in terms of gaming longevity.)
With a sequel already hotly anticipated by fans and gamers everywhere, we here at Game On shall take a look at one of the more infamous in-game advertisements, for a fictional luxury car brand exclusive to the GTA universe, the Benefactor.
In this judging session of The In-Game Ads Awards, Valerie Madon, Chief Creative Officer of McCann Worldgroup Asia Pacific, examines this particular billboard found on the streets of fictional Los Santos, Rockstar Games’ parody of real-life Los Angeles.
Here is what Valerie had to say:
Gold Award: Talk about words that stop you in your tracks even if it’s a virtual one. Regardless of which gender you represent, you can’t help but to take a second-look at “Manhood.” The quirky bonus of “detachable” will leave you wondering for another 30 seconds, which in game land, is a long time.
Whoever designed this has ticked all the best practices of great OOH which sadly isn’t as common in the real world.
Valerie’s love for painting, since the age of five, has spawned a career of more than 20 years across brand-building and integrated creative solutions for major brands such as Zespri, Caltex, Hewlett-Packard, Procter & Gamble, Singapore Airlines, HSBC, Burger King, VISA, Singapore Tourism Board, Changi Airport, Central Provident Fund, Shell, GSK, Cycle & Carriage, Friesland Campina and many others.
Known as one of APAC’s top creatives, she joined McCann Worldgroup as Chief Creative Officer, Southeast Asia, in May 2023 and expanded her remit to cover Asia Pacific in August 2023.
Previously the Director of Creative Shop, SEA & Emerging Markets at Meta, Valerie is responsible for creative product across the region, as the network continues in its mission to be the irrefutable leader in the business of creativity. She also Chairs McCann Worldgroup’s APAC Creative Leadership Community.
Valerie has judged and been awarded at all major shows including Cannes Lions, D&AD, One Show, New York Festival, Effies, Spikes Asia and AdFest.
In her spare time, Valerie flexes her creative muscles crafting ceramics or churning her own homemade ice-cream!
ABOUT THE IN-GAME ADS AWARDS
The In-Game Ads Awards is the first and only advertising industry awards of its kind that recognizes the creativity of totally fictional ads for totally fictional brands from across video game worlds, as judged by very real, globally-recognized creative leaders. Winning ads get awarded The Trophies – aptly named after the achievement systems found in video games.
Created by Rey Tiempo, multi-awarded Brand Gamification Specialist, creator of “Game On”, the industry’s only portal on Gaming X Marketing, and a sought-after industry thought leader, representing the Philippines and leading the Gaming conversations on the most prestigious stages across Asia Pacific and beyond. Rey is Chief Creative Officer at Minotaur, a team of gaming, tech, esports, music, and fandom culture drivers and community builders.
Found an interesting mock ad from a game you’re playing? Email us your screenshots at reytiempo@entergameon.com
