MANILA, PHILIPPINES — For this judging session of The In-Game Ads Awards, please welcome global ad industry legend, best-selling author and APAC Regional Director for The One Club for Creativity, Tay Guan Hin!
On the judging, this is what Tay Guan Hid had to say:
What could make you feel more secure in the dimly lit, terrifying corridors of the USG Ishimura, where necromorphs are just waiting to jump out and ruin your day? The “Assurance” poster, of course!
Who wouldn’t want to grab a quick shake or pop a tablet after a long shift fixing plasma cutters and avoiding space zombies? The tagline, “Don’t go it alone,” is absolute gold – because, let’s face it, Isaac Clarke is doing precisely that. The irony is thick, and you can almost imagine Isaac thinking, “Sure, Assurance, a shake would be nice… but can it stop necromorphs from turning me into space sushi?”
The ad’s placement in a survival horror game is clever, and it feels like the marketing team is trolling you. It’s as if they’re saying, “Hey, we know things are rough, but at least your nutrition is sorted!”
The convenience factor, boasting shakes and tablets for “laborers,” hits the target market, too. Isaac is essentially a space engineer, and what better way to cater to the hard-working, blue-collar hero than with an in-game product for space grunt work? It’s hilariously perfect and adds a sprinkle of dark humor to the horror vibe.
Verdict: Gold Award. Not just for the witty tagline but also for the brilliant in-game placement, lighting the atmosphere without breaking immersion. It’s the perfect touch of humor to balance all the dismemberment!
Tay Guan Hin serves as the APAC Regional Director for The One Club for Creativity, overseeing the elevation of awards, programming, partnerships, and regional membership. As the former Creative Chairman of BBDO Singapore, he has left an indelible mark on the creative industry, working with global agencies like Saatchi & Saatchi, Wunderman Thompson, Grey, and Leo Burnett. Guan Hin’s digital engagement strategies have transformed brands such as Visa, Unilever, Audi, MOHH, and Shell, helping them navigate market challenges and strengthen their market presence.
His debut book, Collide: Embracing Conflict to Boost Creativity, published by Penguin Random House SEA, swiftly became an Amazon and Straits Times best-seller. Guan Hin has held prestigious roles, including being the Jury President at the Cannes Lions and other renowned international events. A sought-after keynote speaker, he has shared his insights at TEDx, Cannes Lions, and with leading companies like Tencent and Meta.
Dedicated to mentoring, Guan Hin founded Singapore’s first student awards program and continues supporting young talent development. His leadership in innovation was further recognized during his presidency of the Asia Professional Speakers Association, cementing his status as a key figure in driving Creativity and nurturing the next generation of creative leaders.
About Game On
Founded and Created by Rey Tiempo, Gaming Specialist. A hardcore gamer since childhood, Rey is a multi-awarded creative gaming marketer, with accolades from the world’s biggest creative industry award shows. Rey leads the Creative Gaming conversation in the Philippines and APAC: as Founder of “Game On”, the first and only ad industry column and portal on Gaming X Marketing; as Founder and Chief Creative Officer at Co-Op Play, Brand Gamification Specialists; and as Chief Creative at Minotaur AD, a team of community enablers and ecosystem builders. Currently playing: Silent Hill 2, The Legend of Zelda: Echoes of Wisdom.
Exclusive artwork by Dennis Nierra, hardcore gamer, designer and Creative Director at BBDO Guerrero. Currently playing: Rise of the Ronin
Found an interesting ad for a mock brand from a game you’re playing? Email us your screenshots at reytiempo@entergameon.com
