Hasbro is launching a European television campaign to mark the 70th anniversary editions of its Monopoly board game and to promote Monopoly Live online, which goes live next week.
In the TV execution, created by DDB London, a Japanese tourist is seen travelling on a tour bus, becoming increasingly bewildered by the tour guide’s commentary on how London has changed. The campaign runs for a week.
The limited edition Here & Now Monopoly game launches tomorrow (Thursday) in the UK, with Cherie Blair hosting a charity launch event. As part of fundraising activities a number of special-edition Monopoly boards featuring Downing Street and signed by Cherie and Tony Blair will be auctioned, with proceeds going to Debra UK and Barnardos. Limited-edition boards are being rolled out across Europe as well as a 1930s-themed game for the US market.
In the UK the TV ads are part of an integrated campaign that will also include radio and online advertising.