Mariah Carey running from dragons is as much of a spectacle as Mariah Carey running through scales, it turns out.
The diva replaces Kate Upton in the latest commercial for the wildly popular freemium app Game of War: Fire Age, and it’s living up to the Internet’s expectations.
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Carey makes a fleeting appearance in final few seconds in the minute long spot, slays a dragon, tells two dopey soldiers “Time to be heroes, guys” and then, trying her best to imitate a normal person’s behavior, runs away while her 1993 hit “Hero” plays in the background.
It’s as epic as the battle itself. Watch:
Bewilderment, confusion and amusement encompassed most of the reactions on Twitter.
Mariah’s #GameofWar ad got me laughing. What’s with the head edited on somebody’s body? but thanks for the laugh I needed it.
— M (@justmikosh) September 15, 2015
the mariah carey game of war ad is literally the most iconic thing i’ve ever witnessed what kind of waddling queen of pop… — Calvin (@aurosan) September 14, 2015
I’m screaming at that Mariah Game of War commercial. I don’t think she’s turned down a single endorsement in the past decade.
— John Juan (@JOHN__JUAN) September 14, 2015
have all of you seen Mariah Carey in that medieval war game advert? Lmaooo — Kamal. (@antiquusxy) September 15, 2015
Carey’s ad is a shift in tone for Game of War’s developer Machine Zone since it’s decidedly more campy than the hyper sexualized Upton ads that precede it. The game reportedly generates $1 million in in-app purchases each day and consistently ranks in the top 20 on iTune’s popular games list, according to AppAnnie, so it’s not like it’s thirsting for a publicity stunt.
Machine Zone hasn’t responded to our request for comment about why it chose Carey. Hutson Kovanda, the SVP Creative at marketing agency Upshot told Digiday that Carey’s appeal is likely an attempt to broaden its user base.
“This softens the obvious appeal to the salivating preteen and teenage boy that Kate Upton brought and perhaps connects with the moms who actually may purchase the game for their kids,” he said. “The moms are a purchasing target that Kate Upton with her skimpy outfits that accentuated, shall we say, her natural gifts may have actually turned off.”
Photo via YouTube/Screenshot
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