Cellular recreation maker Scopely continues to trot out Hollywood celebrities and wacky situations to advertise its blockbuster hit Monopoly Go!, with the most recent advertisements paying homage to traditional ‘90s sitcoms.

Jake Johnson (The New Woman) and Sunita Mani (Glow) star in a sequence of vignettes which can be comically overstuffed with well-worn style tropes. Put together for spit takes, response photographs, and sight gags, together with characters who shamelessly mug for the digital camera and break the fourth wall.  

The 2 actors share the display with an animated Mr. Monopoly, voiced by Will Ferrell, in content material that comes from indie company Omelet. The brand new work, with the tagline “The Cube Life,” leans into the intentional silliness of old-school TV sequence whereas including a up to date edginess that targets millennials.

“We wished a enjoyable wrapper that we may use to effectively and affordably create this kaleidoscopic content material,” Jimmy Barker, Omelet’s artistic director, instructed ADWEEK. “The madcap power of a ‘90s sitcom—earnest whereas it’s additionally absurd—aligns completely with the sort of humor and surprising high quality that that you must seize consideration on the web.”

Monopoly Go!, by design, places gamers in outlandish conditions, like baking billion-dollar desserts collectively or charging hire to a partner. In that approach, it’s a non secular cousin to sitcoms, sharing core qualities like “friendships, household dynamics” and “light-hearted, aggressive relationships,” in accordance with Jamie Berger, senior vp of promoting for Monopoly Go! at Scopely.

Other than being a “excellent playground” for Mr. Monopoly, the sitcom format offers the model “a common language,” Berger stated. “We’ve got a really world viewers, and ’90s sitcoms are immediately recognizable and instantly partaking to millennials all over the world.”

Tacky love letter

The nostalgic advertisements, set within the recreation’s GoVille universe, characteristic a pun-heavy theme track meant to be “a saxophone-filled love letter to ‘90s overly sentimental,100% tacky” intros, per Barker.

The content material is constructed round a story however contains phone-screen photographs and product particulars, aiming to be a stable “consumer acquisition” instrument.

“Our gamers are sensible, they don’t want a step-by-step walk-through,” Berger stated. “They need to be entertained, so we targeted on storytelling that brings the enjoyment of the sport to life.”