Blizzard Entertainment’s latest campaign for Diablo IV: Vessels of Hatred takes a nostalgic trip back to Saturday morning ’80s toy commercials—but with a sinister twist. Created by The Many, the new creative features “SlayPals,” a fictitious line of dolls designed to decapitate and kill at a disturbing tea party.
What starts as a wholesome children’s toy commercial quickly devolves into a blood-soaked massacre, as the spot promotes the game’s new mercenary characters. Featuring gory elements that align with Diablo’s dark themes, the spot reenergizes loyal players and brings lapsed fans back into the fold.
This ain’t your daddy’s TMNT or He-Man commercials.
“As a culture, we obsess over nostalgic movies, music, and toys,” said Nate Totten, creative director at The Many Studios. “We wanted to tap into that nostalgia with a Diablo IV blood-soaked twist.” Watch the gore below:
Josh Paialii, head of creative at The Many, highlighted the campaign’s broad appeal: “We wanted to create brand relevance for a culture that wants to participate, engage, and connect. After winning the Diablo account in June, we set a goal to spark relevance not just for players, but for pop culture as a whole.”
Launching on Diablo’s social media channels on October 15, the campaign will roll out across platforms such as YouTube, Instagram, TikTok, and Twitter. The Many plans to engage Diablo’s 500 million combined followers without paid media, relying on the organic buzz generated by fan engagement.
A behind-the-scenes video, “The Making of SlayPals,” debuted on October 17, followed by a “Sing Along” that encourages fans to share their own gameplay highlights set to the campaign’s catchy yet eerie jingle.
Additionally, Blizzard is releasing exclusive SlayPals merchandise, including custom t-shirts available on the Blizzard Gear Store, marking Diablo’s first Capsule Collection. The collection celebrates the campaign itself rather than the game.
With Diablo IV: Vessel of Hatred already building on the success of the franchise’s 2023 launch, this campaign reinforces Diablo’s position at the forefront of both gaming and cultural conversations.
CREDITS:
BRAND – Blizzard Entertainment:
- Marketing Director: Euni Moon Lee, Daniela Rodriguez, Rachel Siteman
- Marketing Managers: Krystha Dart, Pat Coyle, Melissa Andres, Kevin Carmona
- PR Director: Nick Jones Liang
AGENCY – The Many:
- Head of Creative: Josh Paialii
- Creative Directors: Aimee Brodbeck, Nate Totten
- Designers: Mint Li, Mia Bawale
- Photographer: Matthew Moraski
- Head of Production: Ayanna Hart
PRODUCTION COMPANY – The Many Studios:
- Executive Producers: Liz Corsini, Erin Sullivan
- Production Partner: 1stAveMachine
- Director: David Ebert
- Line Producer: Peter Sestina
- Director of Photography: Zach Jopling
DESIGN AND PROPS – STOOPID BUDDIES STOODIOS:
- Head of Design: Jenny Hogan
- Wardrobe: Julia Rosner
- Casting, Production Design, Art Direction, Character Design, Prop Master: Oliver Chapan, Josh Mahan, Stephanie James
POST PRODUCTION – Jogger NY:
- Executive Producer: Alicia Cargile
- Head of Production: Diana Cheng
- Flame Lead: Josh Kirschenbaum
- Colorist: Adolfo Martinelli
EDIT – Cut+Run US:
- Editor: Sean Stender
- Managing Director/Executive Producer: Amburr Farls
- Head of Production: Brady Fiero
MUSIC/SOUND – Mophonics:
- Executive Producer: Shelley Altman
- Composer/Arranger/Sound Designer: Jorge Ramirez Escudero, Stephan Altman
REELated:
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