Minecraft:Ice Cube Claims Adjuster

Ice Cube Claims Adjuster is a series of videos promoting the release of the Minecraft:Claims Adjuster Add-On, starring the musician and actor Minecraft:Ice Cube. The series revolves around him working as tech support for various Template:MC players, helping with and/or insulting them for various preventable issues. Throughout each episode are various abstract, surrealist gags reliant on stylized special effects, along with a mutiny of puns and inside jokes.Template:TOC limit

Campaign

Template:Expand section Alongside the release of the videos, Minecraft social media accounts initiated a marketing campaign, where fans could get specialized replies by tweeting #CubeClaim and claiming to have an issue with their game. Within just the first day, 28 responses were carried out.<ref>Template:Tweet</ref><ref>Template:Tweet</ref>

Episodes

Ice Cube Claims Adjuster

Summary

Ice Cube is introduced working in an insurance firm, explained by a singing narrator. As Minecraft:Sunny is blown up by a Minecraft:creeper, he smacks the side of a computer placed next to his keyboard. A fire transition leads to Ice Cube speaking directly to the viewer, introducing himself and confirming the jingle's claims about him. He promises to "insure your cubes," giving examples such as Minecraft:Noor riding a Minecraft:happy ghast or Minecraft:Makena gliding into Minecraft:lava. He implies sympathy towards the player for dying, before a Minecraft:skeleton, a Minecraft:chicken, and a window of himself crying appear.

Moving on, he promises that players who have lost items are entitled to earn back their property, which a caption asserts they can't. To get a settlement, they need to send Ice Cube a video with #CubeClaim. From there his chair gets propelled into the air by a stream of Minecraft:experience.

Claim #5827: Sleeping in the Nether

Summary

Ice Cube is standing on the border between a Minecraft:crimson forest and Minecraft:warped forest, while sounds of heavy metal screeching play. This segues to the intro, where Ice Cube drinks from a coffee mug over footage of Minecraft:piglin brutes killing Minecraft:Kai. Minecraft:Larry.exe proceeds to load the claim of the day, coming from a player who lost Minecraft:diamonds from an exploding Minecraft:bed in Minecraft:the Nether. Although appearing sympathetic, Ice Cube proceeds to scold the player, insisting the body doesn't need sleep and that it's an illusion.

Going over to a water cooler filled with coffee, he explicitly says that you shouldn't sleep, because he doesn't. The video begins glitching out, as he begins screaming and transforming into a demonic form in a recording booth. He then denies the claim, but as the outro plays, the corrupted visage of Ice Cube reappears.

Claim #9573: Going AFK

Summary

Ice Cube screams keys from a keyboard, before Minecraft:Zuri kills Minecraft:Efe with a mace over the jingle, which Ice Cube takes delight in. With a voice command, Ice Cube summons Larry.exe, who shows him his claims folder. A player using Zuri says they went away from keyboard for "one second," and got killed by a Minecraft:phantom. Ice Cube says that this is an amateur move, revealing that he plays without ever leaving his keyboard, achieving this by typing with two boards, with their cables tied around his arms. As Larry speaks out garbled gibberish he types, Ice Cube appears in a glass box, and smashes its window open with the word Denied.

Claim #2847: Fell off a Happy Ghast

Summary

An Minecraft:ice block is dropped into a forest and onto Ice Cube's head, remarking in his head that it'll hurt in the morning. After the intro, Ice Cube does a reprise of the interaction with Larry from the prior video, except now they make a sarcastic remark. Larry.exe explains that a Noor fell off his happy ghast, "[forgetting] how gravity work!" Ice Cube chooses to teach him a lesson in how it does, pulling a lever that causes him to fall down into a hole, leading from a Minecraft:mountain, into a Minecraft:cave, into Minecraft:the Nether, into a Minecraft:warped forest, and then back to the Ice Cubicle. The lesson of this stunt is "don't mess with gravity," as Ice Cube proceeds to deny the report by breaking a table with a stamp.

Claim #6452: Dug Straight Down

Summary

Ice Cube beats down on a block of Minecraft:wood on the floor of his Ice Cubicle, attempting to reach out to Greg downstairs, which works. From there, Kai dies. Ice Cube reveals someone died in Minecraft, seemingly surprised, and pulls up the claim without Larry's help. A player is shown to have decided to dig straight down into dirt with a Minecraft:pickaxe, and unwittingly fell right into a Minecraft:lava lake. Ice Cube is quick to condemn this behavior, but explains that if he dug straight down, he would just land on a soft and secure man named Minecraft:Greg. Beating down on Larry's keyboard, several keys fall out, spelling denied.

Credits

Director

Jeffrey Max<ref>Template:Citation</ref>

Director, Social & Influencer

Sean Flanery<ref>Template:Citation</ref>

Senior Social Lead

Anthony Toczek

Senior Manager, Licensing & Partnerships

Rebecca Miller

Senior Creative Director

John Yamamoto

Producer, Franchise Creative & Design

Ani Grey

Senior Art Lead

Joule Garvin

Group Creative Director

EB Davis

Associate Creative Director

Cam Giblin

Design Lead

Forrest Fain

Copywriter

Ted Masterson

Senior Motion Designer

Allan Langer

Executive Producer

Liz Jones

Thomas Martin

Executive Business Director

Ed Davis

Program Director

Grant Skalak

Senior Project Manager

Alex Clewell

Group Strategy Director

Adam Zeller

MD/EP

Dal Wolf

EP

Traci Carlson

Rich Peete

Producer

Melissa Morgan

DP

Mark Jeevaratnam<ref>Template:Citation</ref>

Art Direction

Chris Ahsley

Editor

Joe Stakun<ref>Template:Citation</ref>

Dan Colanduno<ref>Template:Citation</ref>

Post Producer

Joanie Arbogast

Assistant Editor

Evan Smith

Colorist

Bossi Baker<ref name=":locomotive_studio">Template:Cite Instagram</ref>

Music

BUTTER Music and Sound

CCO

Andrew Sherman

EP

Annick Mayer

ECD

Tim Kvasnosky

Sr Producer

Stone Irr

Associate Producer

Kriston Poindexter

Composer

Dan Zank

Commercial Wardrobe Specialist

Kim Chewning<ref>Template:Cite Instagram</ref>

Quotes

Descriptions

"

Minecraft mishaps? Ice Cube is here to help (kinda). Send your Minecraft claims to #CubeClaim and Ice Cube may decide what happens next.

"

"Sleeping? Not recommended. Got a claim to make? Send your claim to #CubeClaim and Ice Cube might take a look."

"

AFK? Not today! Submit your claim to #CubeClaim and Ice Cube may review.

"

Fell off your Happy Ghast? Forgot how gravity works? Shame on you. Submit your claim to #CubeClaim and Ice Cube might review

"

1. 1 rule: Don't dig straight down! Submit your claim to #CubeClaim and Ice Cube might review.

"

Can't outrun the hiss? Better luck next time. Send in your claim to #CubeClaim and Ice Cube might review.

"

Do we have to say it one more time? Denied! Submit your #Cube Claim and you might find out if your claim survives Ice Cube's cold take.

Press

"

Minecraft has named Ice Cube its first-ever "insurance claims adjuster," and his cubicle is colder than most.

"

Ice Cube is the video game’s first-ever Insurance Claims Adjuster in a playful campaign from AKQA. In a series of six social-first films, the rapper and actor—stationed in his “Ice Cubicle”—judges players’ “Cube Claims” with over-the-top rulings, while gaming creators and fans join in by submitting their own mishap stories. The campaign also extends in-game with a Minecraft Marketplace Add-On that lets players recover items after death, blending humor, nostalgia and interactive features to celebrate the chaos and creativity at the heart of Minecraft.

"

Minecraft is a game about creation and destruction. Millions of players spend hours mining, crafting, and collecting, only to have it all come crashing down. To help players reclaim what they have lost, AKQA and Minecraft partnered with the original cube, Ice Cube, for a social-first campaign. Six native films feature Ice Cube in his most unexpected role yet: Minecraft’s first Insurance Claims Adjuster, waiting in his 'Ice Cubicle' to review cube-related mishaps. The campaign launches with a call for the community to submit their own Cube Claims, followed by films featuring five gaming creators and live brand reactions to fan submissions. Each claim is judged by Ice Cube in over-the-top, absurd ways that reflect Minecraft’s quirky, creative spirit.

Trivia

• When Sunny is blown up in the first video, if the viewer looks closely they will see creeper Minecraft:spawn eggs, implying Sunny spawned the creeper.
• In the background of the Ice Cubicle, a poster for Ice Cube's Truth to Power tour can be seen.<ref>Template:Citation</ref>
• Coincidentally, the videos coincided with the release of the film Template:Wikipedia, where Ice Cube also happened to play the main character. This caused some to assume the videos were a self parody.<ref>Template:Citation</ref><ref>Template:Citation</ref><ref>Template:Citation</ref>
• In Fell off a Happy Ghast, a form can be seen written in Minecraft:villager mumbles, referencing the Minecraft:Adjuster mob from the add-on.
• The series was created to appeal to nostalgia for infomercials shared between generations.<ref>Template:Citation</ref> The reason the series was themed around insurance was because of the "absurdity of everything [players] built falling apart."<ref name=":bts">Template:Citation</ref>
  • Across several platforms, the videos are estimated to have been a success, with 54.5 million views, 3.5 million engagements, and $10.7 million in revenue.<ref name=":bts" /><ref name=":locomotive_studio" />

Errors

• In the opening of the fourth video, a Minecraft:TNT block can be seen with the side texture on top.

Gallery

Screenshots

• File:Ice Cube on a phone.png
• File:Ice Cube at work.png
• File:Evil Ice Cube.png
• File:Evil Ice Cube reprise.png
• File:Ice Cube vomits keyboard pieces.png
• File:Zuri maces Efe.png
• File:Going AFK claim.png
• File:Ice Cubicle.png
• File:Larry's Text.png
• File:Two Keyboards.png
• File:Ice Cube falls between worlds.png
• File:Ice Cube falls.png
• File:Ice Cube falls through warped forest.png
• File:Ice Cube hears Greg.png
• File:EXP Throne.png
• File:Denied.png
• File:Glass denied.png
• File:Form Denied.png
• File:Keyboard denial.png

Official artwork

• File:Ice Cube submission.jpeg
• File:Ice Cube in his folder.jpeg
• File:Ice Cube pop-ups.jpeg
• File:Ice Cube holds Denied.jpeg
• File:Angry Ice Cube.jpeg
• File:Ice Cube meets Steve.jpeg
• File:Ice Cube operating system.jpeg
• File:Ice Cube's 3D Maze.jpeg
• File:Ice Cube in a boat.jpeg
• File:Ice Cube burns in the Nether.png
• File:Ice Cube rides denied.png

See also

• Minecraft:Randy Peters Minecraft advertisements, a similar series of comedic ads

References

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