When people hear the term “in-game advertising,” they usually think of virtual billboards, sports arena sponsorships, or product logos discreetly placed in the background. Safe. Predictable. Forgettable.
But every so often, a brand takes a very different route. Instead of blending in, they lean into the absurd. They place something so unexpected into the game world that you can’t ignore it, and, oddly enough, it works.
From medieval vending machines to mid-match snack prompts, these are the ads that make players pause, laugh, take a screenshot, and tell someone about it. They’re unconventional, sometimes absurd, and yet they find a way to fit into the game world just enough to work.
Here’s a countdown of some of the strangest in-game ads to ever appear, and the strategic genius behind them.
Old Spice’s Muscle Makeover in Fortnite
Old Spice isn’t shy about leaning into exaggerated masculinity, but in Fortnite, they took it up a notch. Players could unlock a skin that turned their avatars into moustachioed, muscle-bound caricatures straight out of a vintage fitness poster. The pack even came with “smell-good” weapons and over-the-top emotes.
Why it worked:
- It matched the chaos: Fortnite thrives on outrageous crossovers, from Marvel superheroes to Ariana Grande’s concerts. Old Spice’s humorous exaggeration fit right in.
- Storytelling continuity: The skin was a natural extension of their long-running “The Man Your Man Could Smell Like” persona, keeping brand tone consistent across platforms.
- The psychology: Customization is identity in gaming. By making the ad an optional skin, Old Spice turned it into self-expression, not interruption.
- The results: Online searches for Old Spice jumped 15% during the campaign, with a 10% lift in sales in key regions.
Lay’s Snack Attack in Rocket League
Rocket League is a game of intensity, fast cars, aerial stunts, and last-second goals. In the middle of that energy, the arena announcer would drop a quick line: “Craving some Lay’s? Grab a chip!” No pop-ups, no blocking screens, just a light, timely nudge.
Why it worked:
- Triggered cravings at the right moment: High-adrenaline activities make snack food more appealing. The timing wasn’t random; it tapped into a real psychological cue.
- Low friction: Because it was just audio, it didn’t take players out of the moment.
- Social currency: It was funny enough to make players mention it on streams, adding free word-of-mouth exposure.
- Impact: Lay’s recorded a 22% boost in brand sentiment among surveyed players.
Honda Smart Pass in Animal Crossing
In the calm, slow-paced world of Animal Crossing, Honda introduced a “Smart Pass” players could buy in-game, unlocking branded rewards like miniature Honda vehicles and themed décor. It was a soft sell, but cleverly tied to Honda’s real-world tech.
Why it worked:
- Integration over interruption: It felt like just another collectible item rather than a forced ad.
- Positive emotional context: Associating with a cozy, feel-good game gave Honda a “warm” brand perception boost.
- The psychology: In behavioral marketing, positive priming matters; people remember brands more fondly when they’re experienced during moments of relaxation.
- The data: Players who redeemed the pass were 25% more likely to search for Honda models afterward.
Snickers’ Hunger Break in Counter-Strike: Global Offensive
Snickers injected their famous “You’re not you when you’re hungry” campaign into the competitive arena of CS: GO. During matches, players would sometimes see a quick in-game gag, maybe a kill feed message suggesting a teammate had been replaced by a hungry impostor.
Why it worked:
- Pattern disruption: Competitive shooters demand concentration. A small, unexpected moment stands out without derailing the game.
- Humor + relatability: Every gamer knows the feeling of making bad plays because they’re tired or hungry.
- Multi-channel tie-in: It linked seamlessly to Snickers’ offline ads, reinforcing the core brand message.
- The numbers: This execution delivered 30% higher ad recall than standard in-game banners.
Pepsi’s Time-Travel Vending Machine in Skyrim
In a game set in a medieval, dragon-filled fantasy world, players stumbled upon something truly bizarre: a glowing vending machine selling Pepsi and Now & Later candies. It was completely out of place… and that was the point.
Why it worked:
- The absurdity factor: The contrast between the gritty, medieval setting and a modern soda machine made it impossible to ignore.
- Shareability: Players rushed to screenshot and post it, turning the ad into a viral talking point.
- Brand positioning: By owning the joke, Pepsi came across as playful and self-aware.
- The payoff: The placement generated thousands of forum threads, Reddit posts, and TikTok clips, extending reach far beyond the actual player base.
Why Weird Ads Work
Looking at these examples, there’s a clear formula behind their success.
First, they deliver surprise, breaking player expectations so the brand instantly stands out and sticks in memory. They also show strong tone alignment, meaning even the strangest ideas feel right when they match the game’s personality and the culture of its players.
Crucially, they create minimal disruption; players are far more willing to embrace branded moments when they don’t interrupt the flow of gameplay.
Add in emotional resonance, whether through humor, novelty, or sheer absurdity, and you have the ingredients for deeper, longer-lasting recall.
Finally, the most successful campaigns have data to prove ROI, showing measurable lifts in searches, sales, or sentiment that validate the creative risk.
Final Take
Weird in-game ads succeed because they live at the intersection of creativity and timing. They don’t just push a product; they become part of the gaming story players tell their friends.
The real lesson? In an environment where players can and will ignore traditional ads, taking a calculated creative risk can pay off. Sometimes, the stranger the idea, the stronger the impact.
At Neo, we believe this kind of creativity, rooted in audience insight, designed for the right moment, and measured for real-world impact, is what separates good campaigns from the ones people talk about long after they log off.
