Peter Stormare as "The Replacer" Takes Over Sky Sports News in Black Ops 6 Campaign

Sky Media and Call of Duty® have joined forces to launch "The Replacer" campaign, an innovative and entertaining promotion for the highly anticipated release of Call of Duty: Black Ops 6, featuring actor Peter Stormare. Running from the 14th to the 27th October 2024, the campaign sees Stormare, known for his iconic role as "The Replacer" from previous Call of Duty marketing, taking over Sky Sports News as its regular presenters are replaced on air so they can play Black Ops 6.

Designed to build excitement and drive pre-orders for the new Call of Duty game, "The Replacer" campaign taps into the crossover appeal of sports and gaming, merging two fan-favourite worlds with a humorous twist.

Peter Stormare leads the campaign with his signature deadpan delivery, taking over from Sky Sports News presenters Mike Wedderburn and Hayley McQueen, who are humorously replaced in the ads. The campaign leverages Premier League broadcasts and Sky Sports News to reach both core gamers and casual sports fans. Ads will be featured prominently during Premier League matches including Chelsea vs. Newcastle, with 3x20” spots airing during live broadcasts. Additionally, 2x20” ads will run across BVOD platforms, including Sky Go, to ensure the campaign reaches a wide audience across both traditional and digital platforms.

"This campaign represents a close collaboration between Sky Media, Call of Duty, and our creative partners to integrate 'The Replacer' into the heart of Sky Sports News," said Jason Hughes, head of creative solution at Sky Media. "By bringing Peter Stormare into the studio to 'replace' our familiar presenters, we’re able to create something truly unique that will resonate with both sports and gaming audiences. We're excited to see how fans react to this fun takeover."

The concept was developed by Sky Media’s in-house creative team, utilizing Sky Sports News talent and studio space, with creative contributions from 72andSunny, a Los Angeles-based agency known for its work with Activision. The media planning and buying was handled by UM/Media Hub.

"Partnering with Sky Media has allowed us to bring Call of Duty into a new arena," said Daniel Green, vice president, marketing, Activision Blizzard. "Sky Sports News is an iconic platform, and with Peter Stormare at the helm as 'The Replacer,' we’re able to connect with our audience in an innovative and engaging way. We’re confident this campaign will build even more excitement and anticipation ahead of the game’s release."