The spot, created by Trailer Park Group, chronicles an over the top advertising pitch.
Dave star Lil Dicky (aka Dave Burd) and rapper GaTa turned the tables when they hijacked Microsoft’s advertising pitch briefing.
Microsoft’s Xbox Game Pass subscription service is mostly known for console games, but it also has a portfolio of PC games available. The spot "PC Game Pass at the Game Awards" shows Microsoft unveiling PC: PC Game Pass. Lil Dicky and GaTa meet with agency execs, who want them to perform a branded rap. The duo refuse but embark on a brainstorming session.
Burg suggests GaTa leak the list of upcoming PC titles for the service. GaTa sends the tweet without getting approval from the execs. The tweet was released in real-time during The Game Awards on December 9.
GaTa later throws out the idea to call the service "PC Game Pass," and proposes the company partner with video game streamers like gaming group 100 Thieves.
"Are we really going to make an ad for The Game Awards and you’re not gonna rap in it at all?" one exec asks, to which Burg replies, "I mean, if I could get away with that."
The spot is particularly meta as Burg previously was an account director and copywriter at Goodby Silverstein & Partners.