The Rec Room is encouraging older Gen Z and younger millennials to “Make Room for Play” with its new brand platform and campaign.

Created by Broken Heart Love Affair, the campaign’s hero video, “Claw Game,” features a larger-than-life-sized claw machine lifting people from the mundanity of the day-to-day and plunking them into the games bar, which is owned by Cineplex Entertainment. The 60-second spot was directed by Academy Award winner Joachim Back.

Sara Moore, chief marketing officer at Cineplex, tells strategy the platform aims to reconnect the brand with the younger generation and offer a much-needed escape from the daily grind.

“Gen Z and millennials have no shortage of ways to spend their leisure time and, with today’s economic environment, [they] are being more choiceful with where and how they spend their dollars,” she says. “The campaign seeks to shift the perception that The Rec Room is a place reserved for special occasions only, to being a destination for everyday fun and social gatherings.”

The spot opens with people aimlessly going about their days – scrolling through social media, doing laundry, grocery shopping and more – when suddenly, a giant mechanical claw (an arcade staple) lifts them out of their routine. Hundreds of oversized claws whisk them across the city before gently depositing them outside a Rec Room location.

The spot launched on Oct. 17 and is part of a campaign that includes social, digital, out-of-home and in-venue ads at Cineplex locations.

Moore says consumer research revealed high awareness of The Rec Room and its offerings of gaming, food and beverage, as well as live entertainment. She adds, however, that there is an opportunity to increase brand equity, frequency of visits, as well as build an emotional connection and present a viable option for consumers to spend their free time and dollars.

“‘Claw Game’ is more insight-driven, highlighting a common tension among the target demographic and showcasing how The Rec Room is a solve,” Moore says. “The campaign is an evolution from previously communicating what The Rec Room is, to now highlighting how The Rec Room can be a welcome break from the routines of adult life.”

The Rec Room has 10 locations across Canada, while new openings are planned for Vancouver and Montreal in late fall.