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We Happy Few – We Happy Few: Haworth Labs: Introducing Joy

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This creepy-but-cool trailer for a dystopian video game questions whether we want a nice life - or a real life.

Set in a retrofuturistic 1960s England, We Happy Few sees players navigate the narratives of three citizens trying to escape from a lifetime of cheerful denial. The game trailer, created by Kickstand, is at first glance a typical 'happy pills' prescription ad - but towards the end we get a glimpse of the grim reality that lies beneath. Is that a dog, or...

The spot was directed by Wheeler Sparks through Lonely Standard.

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