Game mocks influencer culture as Inbetweeners’ Jay ‘sells out’ just in time for Christmas
Retailer Game has kicked off its Christmas campaign with a perhaps too transparent sponsored YouTube video featuring comic and Inbetweeners star James Buckley.
Buckley, on his gaming channel ‘Completed It Mate’, tells viewers: “I've sold out to Game. So if you’re wondering why I’m on telly all the time holding up games – it’s because they're paying me to.”
With influencer transparency coming under the eye of the ASA, Buckley sells out by holding up games, pointing at said games and forcing smiles, in true influencer style in the video titled 'Game paid me to make this'.
The creative will be followed with individual offer ads on his channel and select TV slots. 101 London, the agency behind the campaign claims it represents a shift in advertising with the “filmed in bedroom, direct to camera,” video trope YouTubers are well known for, making to it into a conventional TV ad.
The campaign steps away from the Christmas-themed schlock other retailers will no doubt adopt with later stages of the creative looking to recruit addition Game ‘Sell Outs’.
Content created with:
101 London
Find out more