Komplett.no started out by selling PCs and gaming equipment and has for a long time been preferred by gamers. This time they wanted to reach a bigger audience, without pushing the gamers away.
Looking into this brief we saw a big gap between “non-gamers” and “gamers”. There is a lack of understanding, replaced by all these complaints about never quitting when they’re asked to. It made it crystal clear that the non-gamers have no idea what it means for a gamer to quit in the middle of a game. That’s why we decided to take a stand for every gamer out there, and create some kind of understanding, by showing the non-gamers exactly how it feels.
By tapping into the gap between the two, the film has continued to create a lot of conversations online, where gamers are tagging non-gamers and parents and spouses are apologetic tagging the gamer in their house.