Run-It-Backs

Apex Legends from Electronic Arts (EA), invites players to ‘find the fun’ in the shared experiences both in and out of the game with their new brand campaign, “Run-It-Backs.”

“Run-It-Backs” helps long-time fans and new players alike to relive the thrilling, unexpected moments that could only happen in Apex.

“Run-It-Backs” features Chace Crawford (of The Boys and Gossip Girl fame) as he electrifies new and old players and their squads to find the fun in Apex Legends by reenacting an experience so unique to Apex it's worth retelling.

In an action-packed sequence, Chace and his squad re-enact a legendary in-game battle, on-stage. Flashing between the in-game fight and Chace’s performance, the teams battle it out in a humorous, yet epic scene, reminding players that “legendary stories are everywhere.”
This is the first brand campaign to launch under Apex Legend’s new brand platform, ‘Legendary from the Drop’. The platform broadens Apex from just a competitive experience where players only chase winning, to a place where squads can find fun and excitement even when they don't reach their goal of victory.

‘Legendary from the Drop’ is approachable, unexpected and supportive for new and existing players.

The “Run-It-Backs” campaign is currently running across social and digital.

This is the first brand work for Battery on the Apex Legends business. Battery is handling integrated advertising efforts inclusive of paid media campaign assets, social media and brand activations to grow the game for current fans and attract new ones globally.

The campaign was directed by Renny Maslow and produced by creative content company Chromista.

"With competition and the thrill of victory at the heart of every Apex Legends experience, our players routinely share unexpected encounters that are just so good, they demand a replay,” said Rich Elmore, Head of Global Brand Marketing for Apex Legends. “Our new, approachable platform helps us to show that Apex Legends is more than a game, it’s an experience that squads share well beyond the match, binding fandom and community together in meaningful and lasting ways."

“It’s important to us and the team at Apex Legends that players of all skill levels find the fun both in and out of the game,” said Scott Brown, Executive Creative Director at Battery. “We love that our first work for Apex is a campaign that encourages the entire Apex gaming community to have fun and become Legendary from the Drop.”

“Since its launch, Apex Legends has always been ahead of their competitors thanks to its innovative, edgy, hero-driven, and fluid experience,” said Philip Khosid, Chief Creative Officer and Co-Founder at Battery. “It’s our mission to keep them at the forefront of their industry by playing into their original experience that made them a fan-favorite game for all. We are excited to cement Apex Legends as the generational FPS title that extends beyond the battle royale.”

“It’s not every day that you get to direct a community theater production of one of the world’s biggest battle royale-hero shooter games -- Apex Legends. The team at Battery and Respawn bravely crafted this farcical approach that I knew could totally disrupt the world of gaming, only if we completely leaned into the lo-fi quirkiness of community theater,” said Renny Maslow, Director at Chromista. “Apex has such a vibrant cast of eccentric, punk characters to work with, and casting Chace Crawford (The Boys) as Fuse really anchored the absurdist tone of the entire film… he was brilliant to work with. With any luck, we’ll be taking our little theater production to off-off-Broadway!”