Peter Stormare Helps Call of Duty Fans Avoid Responsibilities with Return of The Replacer

No need to ever hit pause while playing your favourite game. Call of Duty's The Replacer is back to help fans avoid their responsibilities so they can play even more Call of Duty. And he’s about to be everywhere!

Introduced in 2013, The Replacer became a cultural phenomenon, helping gamers get back to their games. In honour of Call of Duty: Black Ops 6, launching October 25th, Activision and agency 72andSunny brought back the beloved Replacer in a bigger way than ever before by having him take over pop culture and helping some of the most visible Call of Duty fans sneak away to play.

To launch the new campaign, The Replacer debuted in a :60s spot during Sunday Night Football (September 29th). Played perfectly by actor Peter Stormare, the spot shows The Replacer subbing into a variety of different scenarios, including a father at family dinner (even flirting with mom!), a local firefighter helping rescue a cat from a tree, and even the Pope in Rome, letting those gamers get back to Call of Duty. 

The Replacer now also kicks off an ambitious media tour, stepping into the shoes of COD’s biggest and most famous fans, so they can get time to play the highly-anticipated Black Ops 6. Taking over culture throughout the month of October, The Replacer will be replacing religious leaders, political pundits, athletes, musicians, fashionistas, streamers, TikTok stars, sports broadcasters and news anchors. To give you a sneak preview, eagle eyed fans can find The Replacer making appearances as:

• Canelo’s Trainer
• People’s Sexiest Man
• A ESPN MNCD anchor
• Shopping at Complex Sneaker Shopping
• As a part of the Alpine F1 team
• Jacob Emrani billboards around LA
• And a ton more

In total, The Replacer will have almost 30 unique spots across culture in bespoke media placement hyper targeted to audiences and cultural verticals, all the way up to the game’s launch. There will then be a Replacer Cultural long form, capturing everywhere he went in culture.

“The launch of The Replacer campaign marks a new chapter for Call of Duty: Black Ops 6, taking it to an unprecedented level of cultural relevance. Our goal was to craft a campaign that resonates with our players’ passion and the commitment they wish they could dedicate to the game. By bringing The Replacer into the everyday lives of both ordinary people and cultural icons, we’re underscoring a universal truth: whether you’re a casual gamer or a celebrity, everyone craves more time for Call of Duty. This campaign is a tribute to our community, celebrating that when Call of Duty calls, everything else can wait.” said Tyler Bahl, CMO, Activision.

“He’s not just a brand icon. He’s a brand hero. Someone who rescues you from your daily whatnots so you can play Call of Duty. And he’s back, but like never before. The Replacer will show up in unexpected ways across entertainment, sports and culture, surprising you where you least expect it in true media integrations like we’ve never seen before.” said Zach Hidler, ECD, 72andSunny.

The campaign will be live globally in 30 different markets across, EMEA, LATAM and APAC on TV, print, OOH, premium streaming services and paid social.