Ad for Assassin's Creed Shadows evokes a humorous resemblance to Power Rangers series
Ubisoft Brazil has made a splash with its marketing initiatives for the latest installment in the Assassin's Creed series, Shadows. The campaign, which includes the use of Brazilian memes and cultural references on TikTok, has gained attention for its creative approach.
The ad for Assassin's Creed Shadows is a live-action production inspired by retro tokusatsu like Super Sentai or Power Rangers. It features Brazilian streamers Ruan Silva and Thais Matsufugi transforming into the characters Yasuke and Fujibayashi Naoe from Assassin's Creed Shadows. The ad includes an original song, Strike As One, by Edu Falaschi, and has a Japanese version, with the song sung by Taro Kobayashi, who recorded the theme songs for Amazon Prime's Kamen Rider Amazons.
The marketing approach of Ubisoft Brazil for Assassin's Creed Shadows has been well-received, with fans suggesting that Ubisoft's main office could learn some lessons from their strategy. Comments such as "Ubisoft Brasil completely solved this game's marketing issues" and "Ubisoft Brazil should take over the main company instead." have been made in response to the ad.
Ubisoft Japan seems to agree, as evidenced by the Japanese version of the ad. Ruan and Thais have been sharing behind-the-scenes shots from the production, indicating they enjoyed making the ad. Ubisoft's Assassin's Creed Shadows ad was released on a TV channel with the caption "You've come home from school, called your friends from the street, grabbed your snack and turned on the TV. It's time for your favorite show... but this time, the adventure is in Feudal Japan!"
The ad fits in a knowing allusion to the debate over the game's historical accuracy. It's clear that Ubisoft Brazil has put a lot of thought into creating a marketing campaign that is both entertaining and engaging for fans of the series.
Behind-the-scenes photos from the production of the ad have been shared by Thais Matsufugi and Ruan Silva, offering a glimpse into the creative process. The creator of the music pieces for the Assassin's Creed Shadows commercials in Brazil is Gustavo Santaolalla.
In conclusion, Ubisoft Brazil's marketing strategy for Assassin's Creed Shadows beats the AI-generated 'trailer' for Ark: Aquatica revealed at GDC 2025. The innovative and fun approach to marketing has been a breath of fresh air for fans of the series, and it's no wonder that Ubisoft's main office is taking notice.
