In the past, the world of game promotion—whether in Japan, the US, or right here at home—relied almost entirely on weekly or monthly gaming magazines. These publications were our primary source for news on upcoming titles and deep-dive features. However, in an era where information travels at lightning speed—where a sneeze at the North Pole can be known globally in seconds—the media industry has had to adapt its advertising strategies. Japan is already renowned for its unconventional marketing, and one of the most eccentric examples is the promotion for Dragon Quest VII Reimagined. The ad, titled 'Les Bressac' (meaning 'The Church'), took a surprisingly horror-centric approach. This left many fans wondering: why would such a dark advertisement be released on Christmas Day? Let’s dive in and find the answer
The video tells the story of Les Bressac, a village shrouded in thick fog from Dragon Quest VII. It unfolds like a psychological thriller, centered around a chilling mystery involving a priest who is secretly a demon. The narrative begins as we enter this mist-covered village, finding the inhabitants paralyzed by fear. Upon investigation, we learn of sightings—a monster clad in priestly robes lurking within the church. Driven by curiosity, we uncover the grim reality: the priest is indeed a demon in disguise. Our mission is to unearth the truth behind this horror before the terrified villagers take matters into their own hands and burn the priest alive. This is the dark premise presented in the clip, which naturally leads to the baffling question: What on earth does any of this have to do with Christmas?
As for the answer, the creators of the Dragon Quest VII promotion didn't provide a direct explanation—they even disabled the comments section to keep the mystery alive. However, those who have played the game would immediately see the connection to Christmas. Christmas celebrates the birth of Jesus Christ, who, as history tells us, was eventually persecuted and crucified for sins He did not commit—essentially, He was framed. The 'Les Bressac' arc in Dragon Quest VII mirrors this theme of wrongful persecution. In this story, the true priest is cursed by a demon to look like a monster, while the demon itself disguises as the priest to deceive the village. Ignorant of the truth, the villagers prepare to burn the 'monster' priest alive. Our task is to defeat the real demon before it's too late. The marketing team cleverly used this parallel between the priest’s plight and the story of Jesus to create a puzzling, high-concept advertisement that left everyone talking
The marketing strategy for Dragon Quest VII Reimagined is truly brilliant. The ads are designed to pique the curiosity of newcomers, leaving them wondering, 'What’s the connection to Christmas?' Meanwhile, long-time fans and the dev team act as the bridge, sharing the lore and explaining the significance to those who are new to the series. It’s a clever way to generate organic word-of-mouth buzz. If this has caught your interest, Dragon Quest VII Reimagined is set to launch on February 5, 2026. Get ready!
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