Archives par mot-clé : video

South Korea’s defense minister suggests bringing back tactical US nuclear weapons

South Korea’s defense minister on Monday said it was worth reviewing the redeployment of American tactical nuclear weapons to the Korean Peninsula to guard against the North, a step that analysts warn would sharply increase the risk of an accidental conflict.

As concern over Korea deepened following North Korea’s huge nuclear test Sunday, Nikki Haley, the U.S. ambassador to the United Nations, said the regime of North Korean leader Kim Jong Un was “begging for war.”

Here in Seoul, the Defense Ministry warned that Pyongyang might be preparing to launch another missile into the Pacific Ocean, perhaps an intercontinental ballistic missile theoretically capable of reaching the mainland United States.

President Trump and his South Korean counterpart, Moon Jae-in, spoke on the phone for 40 minutes Monday night, Korean time — some 34 hours after the nuclear test and more than 24 hours after Trump took to Twitter to criticize Moon’s “talk of appeasement.”

The two agreed to remove the limit on allowed payloads for South Korean missiles — something Seoul had been pushing for — as a way to increase deterrence against North Korea, according to a statement from South Korea’s Blue House.

They agreed as well to work together to punish North Korea for Sunday’s nuclear test, pledging “to strengthen joint military capabilities,” a White House statement said, and to “maximize pressure on North Korea using all means at their disposal.”

In a later phone call, Trump and German Chancellor Angela Merkel “reaffirmed” the necessity of coordinating a response at the United Nations.

At a U.N. Security Council meeting, Haley pressed for the “strongest possible” sanctions against the North. The administration plans to circulate a new sanctions draft this week. Haley did not spell out how she would overcome the objections of veto-wielding permanent members China and Russia. 

But she cautioned, “War is never something the United States wants. We don’t want it now. But our country’s patience is not unlimited. We will defend our allies and our territory.”

Haley ruled out the “freeze for freeze” proposal backed by China and Russia, which would suspend U.S. joint military exercises with South Korea in return for suspension of North Korean nuclear and missile tests.

“When a rogue regime has a nuclear weapon and an ICBM pointed at you, you do not take steps to lower your guard. No one would do that. We certainly won’t,” she said.

Instead, she reiterated a White House threat from Sunday to cut off trade with any countries that also trade with North Korea. That would presumably include China, with which the United States had nearly $650 billion worth of trade in goods and services last year.

“The United States will look at every country that does business with North Korea as a country that is giving aid to their reckless and dangerous nuclear intentions,” she said.

Her remarks appeared to be unpersuasive. “China will never allow chaos and war” in Korea, said Liu Jieyi, the Chinese ambassador to the United Nations. Sanctions alone will not solve the crisis, said Russia’s U.N. ambassador, Vassily Nebenzia.

Earlier Monday, South Korean Defense Minister Song Young-moo said that he asked his American counterpart, Jim Mattis, during talks at the Pentagon last week that strategic assets such as  U.S. aircraft carriers, nuclear submarines and B-52 bombers be sent to South Korea more regularly.

“I told him that it would be good for strategic assets to be sent regularly to the Korean Peninsula and that some South Korean lawmakers and media are strongly pushing for tactical nuclear weapons [to be redeployed],” Song told a parliamentary hearing on North Korea’s nuclear test, without disclosing Mattis’s response. 

A poll that YTN, a cable news channel, commissioned in ­August found that 68 percent of respondents said they supported bringing tactical nuclear weapons back to South Korea.

“The redeployment of tactical nuclear weapons is an alternative worth a full review,” Song said, echoing a position closely associated with conservatives in South Korea but not with progressives like Moon, who was elected president in May after vowing to engage with the North.

The United States had about 100 nuclear-armed weapons, including short-range artillery, stationed in South Korea until 1991. Then President George H.W. Bush signed the Presidential Nuclear Initiatives and withdrew all tactical nuclear weapons that had been deployed abroad.

Shortly afterward, the two Koreas signed an agreement committing to making the peninsula free of nuclear weapons — a deal that North Korea violated by developing its own nuclear arms. But Pyongyang has maintained that Seoul has also broken its promise because remaining under the U.S. nuclear umbrella is tantamount, it says, to having such weapons.

After the defense minister spoke at the hearing, the South Korean president’s office said that it was not considering redeploying tactical nuclear weapons. “Our government’s firm stance on the nuclear-free peninsula remains unchanged,” said Kim Dong-jo, a spokesman for Moon.

Military experts in the United States are almost universally opposed to the idea of deploying strategic or tactical weapons in South Korea.  

“The thing that most concerns me about redeployment is that it introduces more room for miscalculation or unintended escalation,” said Catherine Dill of the Center for Nonproliferation Studies in Monterey, Calif. 

In that situation, the ability to react more quickly could be a negative factor.

From the perspective of the military alliance between the United States and South Korea, having long-range ballistic missiles or strategic bombers is “perfectly sufficient” to continue to deter North Korea, Dill said.

As alliance partners, the U.S. and South Korean militaries work in close cooperation, regularly conducting drills together. This includes sending “strategic assets” such as bombers stationed on the Pacific island of Guam over South Korea on a regular basis, and having submarines make port calls during exercises.

As the North Korean threat has increased this year, the United States has sent F-35 stealth aircraft and other strike fighters on flyovers across the southern half of the peninsula in a not-so-thinly veiled warning to Kim. The U.S. Pacific Command even released photos last week of B-1B Lancers dropping bombs on a range on the southern side of the demilitarized zone that separates the two Koreas.

But a growing number of policy­makers in Seoul say that Guam is too far away and that, if the South comes under attack from North Korea, it can’t wait the two-plus hours it would take American bombers to arrive from their base in the Pacific. 

“We need these strategic or tactical assets that can destroy North Korea’s nuclear-capable missiles before they can inflict harm on us,” said Chun Yung-woo, a former South Korean national security adviser. 

“Right now they can retaliate, but by that time, tens of thousands of people might have been killed,” Chun said. “We need a first layer of offensive weapons stationed closer to North Korea’s nuclear and missile sites.”

Jon Wolfsthal, a nuclear expert who served on President Barack Obama’s National Security Council, said that in the South Korean context, “strategic assets” are all about giving “a tangible sense of reassurance” to the government in Seoul.

“The reassurance bucket is bottomless,” Wolfsthal said. “You can pour stuff into it and it’s never going to fill up.”

South Korean officials have been asking for fighter jets and ballistic missile-equipped submarines to be based on the peninsula, and have long wanted B-1Bs and B-52s to land rather than just fly over — all to give a greater sense of U.S. commitment to South Korea.

But there are good logistical reasons that can’t happen, ­Wolfsthal said. For one, South Korea doesn’t have airstrips long enough for big, heavy B-52s, and second, the United States does not want its high-tech fighter jets sitting within North Korean artillery range.

South Korea has been flexing its military muscles in response to North Korea’s provocations, practicing at dawn Monday for strikes on the North Korean nuclear test site at Punggye-ri.

The South Korean air force will stage a live-fire drill, launching Taurus air-to-surface guided missiles from F-15K fighter jets, later this month, the Defense Ministry said Monday. The missiles have a range of 300 miles — enough to carry out precision strikes on North Korea’s key nuclear and missile sites.

The ministry also said it had seen signs of preparation for another North Korean ballistic missile launch, and South Korea’s national intelligence service told lawmakers that it could be another intercontinental ballistic missile.

Yoonjung Seo in Seoul and Anne Gearan in Washington contributed
to this report.

Hurricane Irma strengthens; Florida and Puerto Rico prepare

(CNN)Hurricane Irma strengthened to a Category 4 storm Monday afternoon, churning west in the Atlantic Ocean and prompting emergency declarations in Florida and Puerto Rico.

    A string of Caribbean islands are now under hurricane warnings, including Antigua, Barbuda, Anguilla, Montserrat, St. Kitts, Nevis, Saba, St. Eustatius, St. Martin/Sint Maarten and St. Barts, the hurricane center said. ‘);$vidEndSlate.removeClass(‘video__end-slate–inactive’).addClass(‘video__end-slate–active’);}};CNN.autoPlayVideoExist = (CNN.autoPlayVideoExist === true) ? true : false;var configObj = {thumb: ‘none’,video: ‘weather/2017/09/03/hurricane-irma-update.cnn’,width: ‘100%’,height: ‘100%’,section: ‘domestic’,profile: ‘expansion’,network: ‘cnn’,markupId: ‘body-text_21’,adsection: ‘cnn.com_us_extreme_weather_inpage’,frameWidth: ‘100%’,frameHeight: ‘100%’,posterImageOverride: 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Pixability’s MD on alleviating the walled gardens ‘tension’ and solving marketing industry needs

The power players Google, Facebook and Twitter are quite comfortable in their walled gardens, reaching mass consumers across various platforms, at a phenomenal scale. Brands and advertisers have to play nice, but how can they get the most bang for their buck?

Video advertising technology company, Pixability plays the middleman between the two by helping brands and agencies choose the best platforms for their campaign needs. But as Chris Bennett, managing director at Pixability explains, handling the relationship between the two has inherent complexities.

“On the one hand, we are solving a marketing issue for brands, but then, equally, on the flip side, we are continually talking to our platform partners like Google, YouTube and Facebook to understand how they are solving some of these industry needs,” he says.

The fact that these platforms “won’t necessarily play nicely with each other” is fueling the tension, according to Bennett. He says Pixability helps brands by stepping in, independently, to “look at the best way of connecting and engaging with consumers irrespective of which platform it is”.

Another source of tension is how brands tackle everyday business challenges alongside wider industry issues. In a bid to show some transparency, Facebook and Google agreed to third-party verification of its metrics in February this year. But, for Bennett, while walled gardens are notorious for being “coy and cagey” about allowing advertisers to scrutinize their buy, the truth is in the numbers.

Referring to Pixability’s latest report findings on walled gardens, he says: “The viewability on the walled gardens is two times higher than the open web. When it is scrutinised, it is as strong as you would expect.”

And despite concerns about the “murky media supply chain”, online advertising spend is still on the up, with two-thirds of advertisers committed to increasing online ad spend. In a study published by the Guardian, Facebook and Google attracted one-fifth of global advertising spend last year – almost double the figure of five years ago.

The conversation then turns to the issue of brand safety and the role of machine learning. Earlier this year, the screws tightened on Google following revelations of ads appearing alongside inappropriate content on YouTube. For Bennett, the human eye is a crucial part of the campaign process.

“We use machine-learning tools to interrogate the YouTube ecosystem to identify the highest quality brand-safe content but then, before we push any campaign live on behalf of a client, we will always have a human pair of eyes look over channels and placements to make sure that what the machine has told us is reflective of what the brand requires,” he explains.

Increasingly, brands are starting to show an appetite for implementing machine-learning techniques to enhance their campaign performances. The Drum’s report on machine-learning in April highlighted the increasing importance of data scientists in the near future to make sense of all the data generated from brands. Is this something Bennett is seeing too?

Bennett says he was surprised to see a senior agency executive 12 months ago at a data conference in Europe and asked her why she was spending three days of her time there. She responded by saying her biggest challenge in the back-end of 2016 into 2017 was to hire 100 data scientists for her company’s business through the European market.

For Bennett, this says it all in terms of the shift that is happening towards more data-driven techniques. He also sees it as a big part of Pixability’s future.

“Data science is an important part of our business and I don’t see that changing. I only see it getting bigger in the future. We have data from YouTube going back nine years and that pool of data gets bigger on an hour-by-hour basis.”

Finally, when asked what more the tech giants could be doing to alleviate advertiser and brand concerns around the walled gardens, Bennett has this to say: “I think demonstrating a real appetite to solve advertising concerns around these issues – like standardisation of some metrics around video views – can only help the media planning process and can only bring them closer to their customers.

“These companies are very advertiser-friendly already. They do a lot for clients. I think there’s tension between maintaining platform-specific data inside the walls – which I don’t see changing any time soon – while still leaning into industry issues such as viewability and brand safety. That’s where we are going to, increasingly, see them play friendly,” he concludes.

Following the furor around misreported figures, Facebook has released new metrics to give advertisers more insight into consumer behaviour. Read about it here.

Video: UFC 215: Johnson vs Borg, Nunes vs Shevchenko full Countdown show

UFC 215 is approaching, and Zuffa has released their traditional Countdown show to preview the event. Demetrious Johnson vs Ray Borg and Amanda Nunes vs Valentina Shevchenko 2 were focused on, as the two top bouts on this upcoming PPV.

It does a good job of marketing the historical moment Johnson is chasing as he tries to break Anderson Silva’s record, while also giving a background introduction to Borg for the fans who may not know him as much.

Borg is a huge underdog to the current top pound-for-pound fighter, and is standing at +867 by the oddsmakers. They try to hype up Borg’s chances by saying he’s under the top strategists at JacksonWink. While it is indeed one of the best camps in the world, it wouldn’t be really be a new thing as Johnson has already won twice against that team in the past.

Watch the full episode below:

Video: 1980s BMW E30 3 Series Commercial Footage Looks Great

The BMW E30 3 Series might not need commercials today as everyone knows everything about the iconic model but that wasn’t always the case. Back in the 1980s when it initially came out, the new Bimmer needed a proper marketing campaign to make it visible for potential customers. Since these are the 80s we’re talking about, the commercials that were brought to life and aired on TV definitely seem to have been put together by the same team that shot Miami Vice.

All the action footage, the music in the background and the fashion shown in the 6-minute video posted below definitely gave us an 80s feeling, the only thing missing being a neon-lid sign and maybe some footage from inside a club, to check out those crazy dance moves everyone seemed to do. Apparently, the footage you’re about to watch was aired throughout 1986 and it includes all types of BMW E30 3 Series models, from sedans to convertibles and even the legendary BMW E30 M3.

E30 BMW 320is1 750x500

Furthermore, we also get to watch one of the first all-wheel drive cars BMW ever made in action on some snowy mountain slopes, the BMW E30 325iX. It used a Viscous coupling in the center and rear differentials. The transfer case had a 37:63 (front-back) torque split due to the planetary gear. When one axle spins quicker than the other, the shear force of the silicone fluid increases as the VC slips. This would instantly transfer up to 80% of the available torque to the gripping axle, meaning you could get out of some rather tricky situations without any electronic nannies.

In the end though, not every single shot in this video was done to showcase a feature of the car and some were just done to present the beautiful design the Bimmer had in the first place. In doing so, we’re all reminded of what passed as beautiful back in the 80s and some of us might just get a terrible case of nostalgia. You have been warned!

Short-form video: The next big thing in digital marketing

FACT: A millennial isn’t likely to commit to watching a video that stretches on for longer than a couple of minutes.

So used to having everything on-demand, the millennial doesn’t want to spend time on long adverts. Today’s younger audiences record their TV shows so they can skip through the breaks, wince when they have to watch a full advertisement on YouTube, and at last count – in April – consume 10 billion 10-second Snapchat videos a day. In February, it was eight billion videos.

Recent data from AOL suggests that 52 percent of young people aged between 18 and 24 prefer short-form video content in advertisements. It’s no surprise therefore that short-form videos, like catnip to today’s consumer, represent the future of content marketing.

Convince Convert managing editor Jess Ostroff claims, “Nobody has time these days. In the attention economy, less is more”.

To remain on-trend, brands need to consider realigning marketing budgets to include this new style of snackable video content.

snapchat

Snapchat helped jettison the snackable video form to stardom. Source: Shutterstock

It all began with Vine. In early 2013, Vine introduced the six-second video, challenging people to tell a story and make others laugh in a matter of seconds. Vine has since shuttered, but its short-form video legacy lives on.

Lean in 15 was set up by Joe Wicks (‘The Body Coach’) with aims to encourage people to eat more healthily from simply following a 15-second video. Wicks has now built an entire brand from these videos, including many very successful cookbooks. His website claims over a million books have been sold.

SEE ALSO: Leaks of Facebook’s content moderation policies reveal company’s shortfalls

Anish Patel, writing for Venture Beat, says, “easy access to video tools is generating ground-breaking new opportunities for brands and quickly becoming a must-have for any digital marketing strategy.”

The Shorty Awards even have a section for the “best use of short-form video”, which last year was won by Orange is the New Black’s Tap That Glass countdown videos to promote their fifth season. The videos are around five seconds long and allow viewers to feel as if they are interacting intimately with the characters from the previous four seasons.

Marketing company Sip Creatives now offers short-form videos as a part of their services, claiming that the videos, “tell a story and create brand loyalty. Major brands, such as Dunkin’ Donuts, Trident gum, Sonos, Mountain Dew, Adidas, Oreos and Lowe’s, are taking short-form video very seriously”.

instagramupdate

Source: Instagram

A recent study by Canada-based software company Vidyard shows that 35 percent of businesses are using intermediate or advanced analytics to measure video performance and that 56 percent of all videos published in the last year were less than two minutes long.

SEE ALSO: Twitter disappoints by announcing users can no longer ‘Do it for the Vine’

The study also quoted advice from the experts. Hubspot co-founder and CEO Brian Halligan said: “Fifty percent of your content in 2017 should be video. Stop looking for that blogger, start looking for that videographer.”

Social media guru Marc Zuckerberg weighed in too, saying: “Video is a mega trend, in a decade, video will look like as big a shift in the way we share and communicate as mobile has been.”

Dog’s Trust, an animal welfare society in the UK, are one of the brands who have embraced this new trend. Their most recent advert  was viewed over a million times on YouTube alone and lasted only 40 seconds. Similarly, last year they broadcast a successful advert which, again, runs at 40 seconds and gained over a million views.

They later released a “long version” of the video at exactly one minute. The fact that one minute was classed as a “long version” says a lot about the way companies are thinking about advertising via video. As Ostroff hit the nail on the head when she said, “less is more”.

SEE ALSO: VSStory: Powering communications through ecosystems

And it’s not just video.

Companies have cottoned on to the ever-increasing popularity of GIFs as well and are using these in place of traditional advertisement. In the same vein as short-form video, GIFs are used widely by millennials to communicate, averaging a mere two to six soundless seconds.

Recently Amit Fulay, who developed Google’s new software Allo, created a GIF as a means of promotion. He shared the GIF via Twitter to announce the release of Allo.

Along with the appetite of the online consumer, brands and companies are constantly evolving. With studies like IT and networking leader Cisco’s recent Visual Networking Index predicting that by 2020, 80 percent of the world’s Internet traffic will be video, it’s probably reasonable to assume most, if not all, marketing strategies will include impactful short-form adverts.

Of course, the success of these will continue to be determined by the stories they tell. Understanding what makes compelling content will remain the biggest challenge yet for brands.

SEE ALSO: RealNetworks banks on faster Internet speeds for video success

Speaking to Marketing Interactive, Miguel Bernas, vice-president of digital marketing at Singapore’s Mediacorp, calls this “the age of choice when it comes to content consumption”.

Ogilvy Mather Singapore’s senior consultant Yeong Yee says to stand out, brand marketers should start thinking like publishers when creating media, meaning placing themselves in the shoes of the consumer and telling a story where, “the brand is no longer the ‘hero’, the audience is.”

Trump is expected to phase out DACA program, although decision is not finalized

President Trump is expected to phase out the Obama-era program that grants work permits to about 800,000 undocumented immigrants brought to the United States as children, but delay its end for six months to give Congress time to pass legislation to replace it, according to multiple people briefed on the president’s discussions.

Trump’s plan remains fluid and could change, however, and administration officials stressed Sunday evening that the president has not finalized his decision. The White House has scheduled an announcement for Tuesday.

Trump has been wrestling over the future of the Deferred Action for Childhood Arrivals (DACA) program since the start of his presidency, and he has been known to change his mind about difficult policy issues until the moment he makes public a decision.

Politico first reported Sunday evening that Trump had decided to end the DACA program.

Two people briefed on Trump’s deliberations and a third person with knowledge of the internal discussions said that the White House is preparing to slowly phase out the program so Congress could pass legislation for an alternative program to help the program’s recipients, known as “Dreamers.” All of these people spoke on the condition of anonymity because of the sensitivity of the discussions.

Many questions remain about how the policy would be implemented, including how long after Trump’s announcement current DACA beneficiaries would have to renew their protected status.

Should Trump move forward with this decision, he would effectively be buying time and punting responsibility to Congress to determine the fate of the Dreamers. There is a consensus view among many of his top advisers that the DACA program, which President Barack Obama created by executive action, would not stand up in a court of law.

Attorney General Jeff Sessions, senior policy adviser Stephen Miller and recently departed chief White House strategist Stephen K. Bannon have advocated a hard-line immigration stance with the president, including ending DACA.

During the campaign, Trump vowed to end DACA immediately. But he has since voiced sympathy for the program’s beneficiaries, many of whom immigrated to the United States as young children and have lived here for most of their lives.

“We love the Dreamers,” Trump told reporters Friday in the Oval Office. “We think the Dreamers are terrific.”

Surrogates for Trump said Sunday that American workers would benefit from an end to the DACA program, which has let undocumented children work and study in the United States without fear of deportation, but congressional Republicans urged the White House to leave the program intact.

Trump “wants to do what’s fair to the American worker, what’s fair to people in this country who are competing for jobs and other benefits,” counselor to the president Kellyanne Conway said Sunday on “Fox Friends.” She said the president’s decision should be viewed as part of an “entire economic and domestic agenda” that includes an end to sanctuary cities, increased border security and constructing a wall along the southern border.

Young immigrants and supporters attend a rally in Los Angeles on Saturday in support of the Deferred Action for Childhood Arrivals program. (Frederic J. Brown/AFP/Getty Images)

“He says we have to keep people and poison out of our communities. People who are coming here illegally and competing for those jobs,” Conway said.

In an appearance on “Fox News Sunday,” Treasury Secretary Steven Mnuchin said he was “less concerned about the economic impact” of ending the DACA program because “we’ll make sure that we have plenty of workers in this economy. We want to put more people back to work.”

Neither Conway nor Mnuchin specified what Trump will say when he addresses the future of the DACA program Tuesday.

As a candidate, Trump promised to end the program, but he has never acted on that promise. Instead, he has several times expressed sympathy for the plight of DACA recipients — and eschewed signing draft executive orders presented to him that would end the program.

Congressional pushback to reports Trump may end the DACA program continued unabated through the weekend, as lawmakers implored the president to leave the program alone.

“It would be the right thing to do to go back on that promise,” Sen. Jeff Flake (R-Ariz.) said of Trump’s DACA campaign pledge on CNN’s “State of the Union.” “This is one that he ought to ignore.”

Flake has long criticized Trump, but their relationship has deteriorated in recent weeks after the president endorsed his 2018 primary challenger Kelli Ward. On Sunday, Flake also voiced skepticism about the idea that Congress might barter with Trump to get him to leave the DACA program intact by funding his much-desired border wall. “If he’s talking about a solitary, brick-and-mortar, 2,000-mile edifice on the border, then no, nobody ought to support that,” Flake said.

Flake is not the only member of Congress attempting to stand in between the president and the DACA program. Those urging the president to let DACA survive include House Speaker Paul D. Ryan (R-Wis.) and conservative senators like Orrin G. Hatch (R-Utah), who have implored Trump to give Congress a chance to address the program in law.

Tackling immigration is not easy for Congress, where many conservatives argue that more must be done to secure the border before addressing programs to streamline entry for immigrants or legalize the undocumented. Previous efforts to combine immigration and border enforcement initiatives have failed, even when Democrats had congressional majorities.

Still, the sympathetic cases of DACA recipients have inspired lawmakers from various corners of Congress to sponsor legislation to legalize their status. Their support raises the possibility that a handful of Republicans could join congressional Democrats to get a bill over the finish line.

But Conway suggested that even growing sympathy for DACA recipients — including Trump’s own sympathies — would not change his mind about ending the program.

“I do want to remind everyone that President Trump was able to take issues that were languishing in low single digits, if not an asterisk in the polls in terms of what’s most important to you — trade, illegal immigration — and he was able to expand them into an entire message of fairness,” Conway said.

Seoul responds to North Korea’s nuclear test with drills to wipe out Kim

Seoul, South Korea (CNN)South Korea sent a message to the North with a series of live-fire drills Monday that it said were a « show of willingness » to wipe out Kim Jong Un’s regime.

Square Enix marketing VP hopes Life is Strange promo evokes ’emotion and spirit’ rare in video game ads

Games publisher Square Enix is rolling out an ad campaign promoting the latest game in its critically-acclaimed Life is Strange series – and it is hoping to make viewers cry.

The three-minute trailer called ‘An Open Letter’ was created to elicit an emotional response in viewers around the concept of friendship, seeing members of the public discuss candidly what is so special about those closest to them.

Discussing the evocative campaign, Jon Brooke, vice president for brand marketing at Square Enix, said: « I wanted to capture the emotion and spirit of Life is Strange in a way that you don’t usually see in video game advertising. As a game, it braves to be different, harnessing emotions rarely seen in video games and I wanted the advertising to match this.

“I am really pleased with how it turned out. It’s designed to remind us that life is all about our relationships and a strong friendship can change everything. I hope everyone can relate to that.”

The campaign was developed by creative agency, Ralph, which sourced best friends and dug out their most compelling stories.

Ralph’s creative director Gregor Stevenson, added: “We took a risk with this strategy and we wouldn’t have achieved the emotion within the video had we not chosen some extraordinary people willing to open their hearts on camera.

“The raw intensity of their reactions as they read their best friends’ innermost thoughts is what we wanted to capture from the start. And that’s what we got. Our goal was to portray each friendship in an engaging and empathetic way, whilst reflecting the authenticity and uniqueness of the characters in the game.”