Giant swings over NYC represent 'Power of Play'

It's a commercial, yes, but while some complain they've watched the ad more than once without understanding what the product is or does, it's garnering praise for its sheer exuberance. A visual reminder of the simple joys in a big way, it's actually for a mobile gaming platform called Papaya. Gaming platforms are understandably careful in their promotional approach amid concerns over addiction, distraction, and over-spending. Papaya describes itself thus: "We’re the leading skill-based gaming company in the US. We enhance classic games, with live play, fresh challenges, and twenty million tournaments a day". Old favourites like Solitaire and Bingo are given new edge - some would say monetisation - with Papaya's introduction of competitive tournaments. The concept is, says the platform, to remind people of the power of play. Your thoughts?

Keywords: Papaya 'Swing', mobile gaming, director Nicolai Fuglsig, You’re the Goods agency