PDC World Champion Luke Littler stars in chaotic new campaign as Call of Duty cult character invades Sky Sports
Sky Media and Call of Duty have teamed up for the launch of Call of Duty: Black Ops 7, with PDC World Champion and Xbox ambassador, Luke Littler, taking the spotlight in a high-energy campaign blending gaming culture with live sport. At the heart of the campaign is the return of Call of Duty’s iconic character, The Replacer, who crashes Sky Sports in a typically disruptive style. The Replacer, played by Peter Stormare, has the important role of taking over people’s jobs and daily tasks so they have more time to dedicate playing Call of Duty.
Created and produced by Sky Media in collaboration with Mediahub WW on behalf of Activision, the campaign sees The Replacer step into Littler’s world, literally taking over roles from the darts caller, Sky Sports commentator, and even attempting to replace Littler himself. Alongside Sky Sports’ Emma Paton and Wayne Mardle, the campaign delivers a humorous twist on the darts experience, with Littler and The Replacer front and centre of the chaos. Shot at Sky’s studios by the Sky Media Commercial Production team, licenses for both Sky Sports and PDC were agreed, with logos and branding used as part of the production, ensuring authenticity. Camera operators experienced in live darts production, as well as the director who was well versed in both broadcast and commercial work plus an avid darts fan to capture the energy of live sports.
Launched on the 2nd November 2025 across Sky Sports’ live, on-demand and digital platforms as well as via the extensive reach of social channels, the campaign culminates during the Grand Slam of Darts tournament (8–16 November). It features four humorous idents that bring Call of Duty’s trademark humour and intensity to Sky Sports audiences.
Karin Seymour, Client and Media Director at Sky Media, added: “This collaboration showcases Sky Media’s ability to combine world-class creative production with our unrivalled voice in sport. The Replacer has a cult following and seeing him enter the world of darts with Luke Littler makes for a brilliantly entertaining campaign that will be sure to connect with audiences.”
Daniel Green, Vice President, International Marketing at Activision, commented: “Working alongside a genuine Call of Duty fan like Luke Littler and bringing that energy to the Sky Sports audience, as well as to darts fans, has allowed us to create a campaign that is both wildly entertaining and true to the spirit of the game. This unique partnership has enabled us to deliver something truly outstanding in celebration of the biggest Black Ops ever.”
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