AFK Arena "Cheat on your RPG" by Wieden & Kennedy London

Elijah Wood panders to a needy orc to promote mobile RPG game AFK Arena.

The first ad shows Lord of the Rings actor Wood as he is caught "cheating" on a seven-foot orc by playing with a new RPG game, prompting the creature to bash through the front door in grief. The second spot finds Wood as he's caught uttering the name "Belinda" in front of his fictitious friend.

It was created by Hannah Fortune and Chelsea Thorley, and directed by Nick Ball through Blink.


Creative directors
Executive creative directors
Group account director
Account director
Account manager
Chief strategy officer
Comms planning director
TV producer
Design director
Lead designer
Business affairs
Production company
Executive producer
Managing director
Production company producer
Production manager
Production designer

Become a member of Campaign from just £88 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member