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Mobile game company Supercell has unveiled its latest campaign, joining forces with WWE superstar and Hollywood actor John Cena to introduce a new SpongeBob SquarePants feature within its popular multiplayer game Brawl Stars.
The new effort made together with global creative agency David coincides with the Nickelodeon show's 25th anniversary and sees iconic characters from the beloved cartoon as in-game Brawlers.
These include Patrick, Squidward, Sandy, Mr.Krabs, and SpongeBob himself as the luchador "El Primo SpongeBob."
Cena expressed his excitement about the collaboration in a news release:
“As a long-time fan of Supercell games and having watched SpongeBob for years, there was definitely a nostalgic component that drew me to the partnership. SpongeBob inside Brawl Stars is absolutely wild and I’m all for it — it’s the epic entertainment tag team fans have been waiting for!”
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Apart from the characters, the "special takeover" will also introduce a new Bikini Bottom game map, as well as SpongeBob-themed power-ups like the Krabby Patty, Squidward's Clarinet, and Kelp Soda.
The game modes will offer fresh gameplay mechanics like Jellyfishing, where players have to catch the evasive species just like how SpongeBob would in the show.
Brawl Stars General Manager Frank Keienburg revealed that bringing the undersea sponge into the world of the mobile game has been on their radar for a while.
"The worlds of Bikini Bottom and Starr Park complement each other well and considering our community’s love for SpongeBob memes, we were confident our players would like to see a collab happen," he added.
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The latest effort from the brand and agency comes as part of a wider brand marketing strategy that includes digital billboards and a social media rollout.
By strengthening its presence across Google, YouTube, TikTok, Facebook, Snapchat, and Reddit, Supercell hopes to attract Brawl Stars players, as well as SpongeBob and Cena fans, to come together and participate in one epic celebration.
A brand partnership like this not only allows those involved to access new audiences but also to elevate brand recognition and affinity.
Brawl Stars Meets Bikini Bottom
The full commercial titled "SpongeBob, Brawl Stars, and... JOHN CENA?!?!" kicks off with the WWE star on a yacht, playing a round of Brawl Stars on his phone.
Following a victory, Cena gets a little too excited and celebrates his win, causing his phone to slip from his hands and fall into the sea.
After continually sinking deeper into the open water, his phone eventually reaches Bikini Bottom and comes across SpongeBob.
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Stepping on the screen, the sea sponge and everything around him get sucked into the world of Brawl Stars, with the yellow sponge transforming into "El Primo SpongeBob."
With him are "Brawl Stars" versions of his friends, and they duke it out in an epic battle of blasting Krabby Patties, swinging clarinets, and shooting lasers.
Bikini Bottom News Reporter Perch Perkins even makes a guest appearance, reporting the continuous rain of Krabby Patties.
Back in the yacht, Cena finally retrieves his phone — obtaining El Primo SpongeBob along the way.
Supercell is on a roll when it comes to getting big celebrities to feature in its games' ad campaigns.
It previously launched a star-studded Squad Busters spot starring Chris Hemsworth, Christina Ricci, Ken Jeong, Will Arnett, and more.
Editing by Katherine 'Makkie' Maclang
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