JOHN CENA HEADLINES LAUNCH COMMERCIAL FOR NEW BRAWL STARS x SPONGEBOB SQUAREPANTS PARTNERSHIP

• Brawl Stars, one of the world’s most popular mobile games, has partnered with Paramount Consumer Products & Experiences for a SpongeBob SquarePants in-game takeover, which runs from September 5th to October 2nd
• Actor, WWE legend and fan John Cena stars in the partnership’s launch commercial, saying – “it’s the epic entertainment tag team fans have been waiting for!”

Finnish mobile game giant Supercell has teamed up with WWE legend and actor John Cena to announce a SpongeBob SquarePants takeover inside its hit multiplayer game Brawl Stars.

Cena stars in the launch commercial for the game’s new partnership, which coincides with SpongeBob SquarePants’ 25th anniversary. The commercial opens with Cena relaxing on a yacht, enjoying a round of Brawl Stars. In celebrating a victory, Cena’s phone slips from his hand and plunges into the ocean. Sinking to the ocean floor, viewers watch as the two worlds of Brawl Stars and SpongeBob SquarePants collide.

John Cena said: “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!”

The launch commercial, by creative agency DAVID New York, is part of a broader campaign featuring a digital billboard rollout in the US and UK, a presence across Google and YouTube, TikTok, Facebook, Snapchat and a Reddit gaming takeover. This significant push aims to attract Brawl Stars enthusiasts and fans of the iconic Nickelodeon series, as the celebration continues for its 25th anniversary.

Frank Keienburg, Brawl Stars General Manager, said: “Bringing SpongeBob into the world of Brawl Stars has been on our 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! It’s been super fun to see our team bring this to life and be part of this special 25th anniversary for the SpongeBob franchise.”

As part of the takeover, iconic SpongeBob SquarePants characters have been reimagined as Brawlers, including a muscle-bound El Primo SpongeBob and other fan-favourites such as Patrick, Mr. Krabs, Squidward and Sandy. Brawls will take place on the new Bikini Bottom game map and special, temporary power-ups will provide increased damage, like the Krabby Patty, Clarinet and Kelp Soda. Meanwhile, themed game modes bring fresh gameplay and chaos, such as in Jellyfishing where players battle to catch…you guessed it, jellyfish.

Doug Rosen, SVP, Games and Emerging Media, Paramount, said: “Bringing SpongeBob SquarePants into Brawl Stars is an exciting opportunity to unite two beloved franchises with vibrant communities. We know fans will love playing as the cast of characters from Bikini Bottom in the fast-paced world of Brawl Stars and we can’t wait to see how they play and explore.”

Brawl Stars is one of the world’s most popular mobile games and in 2024 alone, has recorded its highest-ever global player numbers and topped the app store download charts in 66 countries. Since launching in 2018, the game has surpassed over 1.3 billion downloads and over $2 billion in lifetime revenue.

Players worldwide can download Brawl Stars on iOS or Android, joining SpongeBob and the rest of Bikini Bottom for a splashing good time.

Source: DAVID New York

  Advertising, Brawl Stars, DAVID New York, John Cena, Marketing, Paramount, Paramount Consumer Products & Experiences, partnership, SpongeBob SquarePants, Supercell