Category Archives: Dig Dug

A most gruesome death

Atari’s Epic Dig Dug Commercial of 1982

As part of a marketing push (an area where CEO Ray Kassar excelled at), Atari created a two-minute ad for arcade game Dig Dug. The funny thing about all this hoopla is that Atari hadn’t actually made the game: it was licensed by the company from Namco for release in North America. 

Dig Dug, an arcade video game by Atari and Namco, 1982

Dig Dug gameplay

 

The longer ad ran in theatres during the summer of 1982, while a shorter 30 second version ran on TV. Originally, 60′s singing and dancing sensation Chubby Checker (The Twist) was to sing the catchy theme song in the ad, but Atari ultimately went with a younger singer, perhaps for reasons of demographics. You can hear Chubby’s version here on the Atari Museum Public Group on Facebook. The song was posted by Matt Osborne, the son of Don Osborne, who was Atari’s VP of Marketing at the time. Upon listening to it, I’m sure you’ll agree that Atari made a huge mistake not going with Chubby.

As for the visuals, the various special effects in the ad were handled by production designer Jim Spencer and crew, who among other projects had the effects-laden movie Poltergeist under their belt. They would subsequently work on films like Innerspace and Gremlins.

Created by advertising agency Young & Rubicam and directed by Manny Perez, the spot would go on to snag a 1983 Clio award in the Cinema and Advertising category. It might not be high art, but at least it reflects the most important aspect of the video game it’s shilling: it’s a lot of fun.

For more information on the history of Atari, consult your local Dot Eaters Bitstory. 

 Sources:

Atari Coin Connection, “Dig Dug Meets Clio”, pg. 2, Aug 1983
Atari Museum Public Group, Facebook
1982 Entertainment Tonight segment on the making of Dig Dug ad