The Sims is getting its own movie starring Anitta
For 22 years, Electronic Arts’ The Sims video game series has used a diamond-shaped icon called The Plumbob to let players see their active character’s mood. The brand new “Spark Something” platform uses this design element to show how players find inspiration in simulation play and spread it to others.
The campaign kicks off on November 15 with the release of a feature film “Pass the Spark” on the game’s Instagram story. The video opens with Brazilian pop star Anitta lounging in a setting resembling one of the houses of virtual dolls in the game when a plumbob lights up above her head. Much like in the game, where players can change the speed at which time passes, she quickly goes from strumming on a guitar to taking a shower to designing a gaming outfit while lying in bed with her buttocks strategically blurred.
Fully dressed, she takes to the streets where she crosses paths with non-binary poet and comedian Alok, floral cake maker Magnet, and members of entertainment group Bob’s Dance Shop, all of whom light up with their own lead shots. The spot ends with Anitta performing at a dance party with many people sporting sinkers and dancing like Sims.
The new bulb
The work allows the brand to celebrate the game’s enduring connection to the creator community rather than the game itself.
“We recognize that the creativity of The Sims community is so much greater than what they do in The Sims – it’s what they become and what inspires them outside of our game as well,” said Julia Victor, brand manager for The Sims, in a statement. statement. “‘Spark Something’ is our commitment to unlocking the creative potential we all have, and this film is our first love letter to the community we strive to serve. This is our first time featuring our plumbob in as a new light bulb – a symbol for when a new idea springs up.”