Ubisoft had a lot of stuffing going on this year: retro intro videos, dancing, some French dudes, some more dancing, some "bros" making shadow puppets and finally, dancing. However, they kicked things off with a bang with the introduction... of Mr. Caffeine.
Personally, I had never heard of Mr. Caffeine and had assumed he was some kind of stand-up comic. Seeing as how his Twitter feed is less than a day old, I'm assuming he's a manufactured personality by Ubisoft to spice shit up. And guess what? For the first time in marketing history, they were right.
Mr. Caffeine was amazing. All the hate is reminding me of the "Butt Out!" team from South Park, the "cool" guys who did an anti-smoking assembly. Mr. C was nowhere near as cheesy or shitty.
I will secede only one aspect of Mr. Caffeine, and that's his actual existence. In retrospect, it's completely weird that, instead of bringing out developers (which, granted, they did), they decided to invent an intermediary as opposed to getting Joel McHale again or... Stephen Colbert or something. However, once they went through with the decision to build him (they had the technology, you know) it appears they made the right choice.
The E3 conferences have run the gamut, from Microsoft's hipster 360 reveal to Sony's spreadsheet conferences to Konami's "mirrion twoops". Most times it's either genuinely exciting, boring, or just plain embarrassing. Amazingly, by some strange magic I don't fully understand, Mr. Caffeine managed to completely avoid the "embarrassing" spectrum, and I think I know why: he himself was excited for the products he was pimping, not in a marketing, I'm-getting-paid-for-this way, but in a much more genuine way. Calling random strangers, even podcast personalities, friends is always awkward and slightly embarrassing, but that was exactly what he was going for: he was joking around, having fun and being pleasant overall. The doodly-doodly parts were funny to me, because it seemed like a natural thing to do: your friend would make a similar joke, and you'd believe it. All of these descriptions can be summed up in one word: personality. Unlike every other presenter during E3, he brought a personality with him, one that was simply relaxed and free.
Regardless of all y'all haters say, I loved Mr. Caffeine, and I honestly want him back for next year. Ubisoft, you've accidentally discovered magic in your marketing lab; don't squander it.