Hasta La Creative!

New York agency Untitled have launched a new campaign for mobile game Game of War, notable for the absence of Kate Upton.

Instead, the agency enlisted UFC fighter Conor McGregor for a series of new ads promoting the game. It’s a large change in approach for the brand, who previously relied on Upton’s sex appeal for virality (with one spot, “Empire,” racking up almost 25 million views). In the 30-second “Prepare For War!” he introduces himself as a “fighter,” “warrior,” and “hero” while simultaneously defeating an opponent in the ring and playing Game of War. A 60-second spot sees him distractedly playing the game while ignoring an interviewer, while “Challenge!” sees him directly challenging gamers to take him on in Game of War. McGregor’s acting skills (or lack therof) are similar to Upton’s, but his UFC celebrity (and/or epic tattoos) make him a more natural selection for the brand. Still, it seems unlikely that the new spots can approach the millions of views Upton generated for the brand.