SOURCE: Pereira & O'Dell

September 30, 2009 09:01 ET

Teenage Mutant Ninja Turtles: Smash-Up Campaign Launches

SAN FRANCISCO, CA--(Marketwire - September 30, 2009) - Pereira & O'Dell announced today the launch of The Teenage Mutant Ninja Turtles: Smash-Up integrated campaign titled "VS." The new game hit stores on September 22nd and marks the 25th anniversary of the sewer surfing turtles.

For the first time in TMNT history, gamers can play turtle vs. turtle, master vs. student or everyone vs. everyone, engaging an all-out brawl. To reflect the different character combinations, 11 limited edition posters were designed to be interchangeable, centered around the VS theme. Prior to game release, bloggers and game reviewers were mailed random sets of four posters that illustrate the story of the game's brawling format. The posters will be distributed to fans at upcoming special events. Much like the posters, the print ads mimic the combinations through quarter-page ads placed consecutively.

Pereira & O'Dell teamed with Los Angeles-based yU + co to create a :60 sec TV spot. The animated tour de force is a showcase of TMNT-style tornado kicks and aerial attacks between the four turtles, Splinter, April and Casey Jones, among other characters. The spot, which first aired on September 13, features the catchy tune "Don't You Just know it" by Huey "Piano" Smith.

"The campaign is an excellent complement to the Smash-Up video game," said Sam Saliba, Associate Director of Marketing at Ubisoft. "The rock, paper, scissors element to the campaign depicts how gamers can utilize each characters' strengths and weaknesses in their fighting style."

PJ Pereira, Chief Creative Officer at Pereira & O'Dell said of the campaign, "With the game celebrating 25 years of turtle history we wanted the campaign to speak to old school players, reaching an older audience and showing a darker more bad ass side of the turtles."

Online assets include screensavers, banner ads, interactive video and a website which allows you to shuffle characters and view those characters brawl in gameplay footage. Visitors can also preview stages, weapons and special moves unique to the new game. Additionally, several elements throughout the campaign are seeded with easter eggs to challenge gamers to look for clues to unlock content and codes.

Agency Credits:

Lead Agency:                            Pereira & O'Dell
TV Design, Direction and Production:    yU+co
Interactive:                            Squarewave
Music & Sound Design:                   Beacon Street Studios
Sound Mixing/Design:                    LIME

About Pereira & O'Dell

San Francisco-based Pereira & O'Dell is an advertising agency heavily influenced by the digital culture and focused on creating cross-disciplinary campaigns for progressive marketers. Since Pereira & O'Dell launched in March 2008, the agency has amassed a diverse client roster including Popchips, Corona, Muscle Milk, Ubisoft, and LEGO, for whom they won two Gold pencils at the 2009 One Show Awards. In September 2009, Pereira & O'Dell, was named Advertising Age's Small Agency of the Year, Western Region, based on the company's business performance, impact on clients' businesses as well as industry leadership and innovation. For more information visit the website at:

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