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MCV AWARDS 09: THE VIDEO produce for a commercial partner to use on TV, like L’Oreal,” explains PMA joint MD Mark Cluer. “We produce quite lot of pop music videos, things that are very hi-tech. These guys weren’t professional musicians or actors, but other than that you could well envisage the quality of the MCV Awards video being shown on MTV.” Being well used to working with prefab popstars and your typical ‘daarling’ actors, PMA enjoyed spending the day with our more laid back industry types. “We realise these guys have important jobs within the games industry on a day-to-day basis, but it was really refreshing to see them leave any ego at the door,” adds director of the shoot Lauren Pushkin. “They were the best sports. When we do pop videos, for instance, we can get some Prima Donnas. Whether it was the general manager of Nintendo, or Sega’s top sales guy, you couldn’t hope for a better group of people.” Believe it or not, Pushkin even has a word of praise about our industry’s natural ability as pop stars. No, seriously. “Considering these guys are usually desk jockeys, they did a fantastic job,” she says. “Not only were they dancing, they were miming to the songs at the same time. Most pop acts can’t do it
properly, and the games guys only had had an hour of choreography tuition. Despite the dodgy moves by some – we won’t mention any names – they did very well indeed.”
TWO OF THE MCV AWARDS 09 VIDEO’S FINEST PROTAGONISTS GIVE US AN INSIDER’S VIEW:
BEST. THING. EVER.
The video enjoyed over 5,000 hits on YouTube after just 36 hours online – and has won the praise (and light mockery) of consumer sites around the world. As promotion for the rhythmic skills of messrs Yarnton, Gibbs, Clark, Pannell, Ramsdale et al, it’s perhaps not quite up to professional scrutiny (even if it will give you a hearty chuckle). But as an advert for a thriving, together industry, we’ve never seen better. For once in MCV’s ‘industry only’ pages, we’ll leave the last word about the MCV Awards 09 video to two everyday gamers. Not only that, they’re from the US, writing on Kotaku’s comments thread. Trade specialists they ain’t. But we think they sum it all up rather well: “Serious question: Can you imagine any American company executives doing this? You have to love the British.”; “Could this be the best thing to ever come out of the gaming industry ever? Erm, yes.”
“It was brilliant fun, great to be involved with and I felt happy to be part of such a funny, inventive and entertaining video. “Atari did our own choreography and I must say it was excellent! There’s not too much to running though! The bottle of Vodka that Jeremy Wigmore brought with him helped me through… Only kidding. I thought the boyband was great and David Yarnton and the gang did an excellent job. It was a genuine classic.” Lee Kirton, Atari
MCV AWARDS 09: THE CAST THE BOYBAND
GUITAR HERO
David Yarnton.............................Nintendo
Ian McClellan.............................Activision
Martyn Gibbs........................Gamestation
Gary Sims...................................Activision
John Clark ..........................................Sega
Keith Cox....................................Activision
Michael Rawlinson .........................ELSPA
Ian Hollamby ....................................GAME
Murray Pannell ..............................Ubisoft ROCK BAND RACING DRIVER
Keith Ramsdale......................................EA
Jeremy Wigmore................Codemasters
Simon Smith-Wright .............................EA Penny Humphrey...................................EA
FIFA Shaun White ...........................................EA
HIGH SCHOOL MUSICAL
Dan Holman............................................EA
Keely Brenner .................................Disney
FAMILY TRAINER
MCV READER
David Miller.........................................Atari
Rob Cooper.....................................Ubisoft
Lee Kirton ...........................................Atari DSI AND PSP PLAYERS FALLOUT 3
Don Mcabe........................................CHIPS
Sean Brennan ............................Bethesda
Rob Saunders .............................Nintendo
“I loved it, though I would like to see the director’s uncut version! It is easy to mock, but it wasn’t easy. I had to learn the moves, then try and remember them while stopping myself from singing. All the while the camera stares at you – with Martyn Gibbs and John Clark sniggering in the background. That’s without mentioning being in a cheerleading outfit, desperately trying to hide your bum and other assets with 2 pom poms. Honestly, I would like to see other people try it. Mind you, now I’m picturing John Clark in a cheerleading outfit…” Keely Brenner, Disney