Explicitly calling out the Big Dogs always takes a little moxie, even when the strategic thinking is as razor sharp as the executions. It’s always refreshing, though, to see an underdog really coming out punching, taking on all the competitors simultaneously, and stirring up the conversation in the category. Love them or hate them, they’ve demanded not just your attention, but your opinion: are you with them, or against them?

Here’s an feisty underdog in the Gaming business, going up against the likes of Zynga and EA. It wants the best talent, and it wants to win that talent over by depositioning all the other key choices they could make. So it produces a recruitment ad, dramatizing your working experiences at the establishment brands, and closing with an appeal from the CEO.

They’re called Kixeye. Keep your eye on them. And have a look at this:

You’ve only got to look at the logo for the thinly veiled Zynga that they characterise first to know that is really leaning into this particular narrative.