Luke Littler Retires
Miai Brand Partnerships Limited
Client: Score More with Xbox
We teamed up with Xbox and Luke “The Nuke” Littler to create a playful fake retirement story - all to reveal the one thing he really, really loves: playing EA SPORTS FC™ 26 on Xbox. The teaser film saw Luke hang up his darts, sparking intrigue across the press and his fanbase. The hero film then featured Luke in his “retirement home” - it had the usual knitting, puzzles and board games until legendary darts referee Russ Bray called out “Game On!” and Luke and his buddies headed off to play FC26 on Xbox This campaign taps into the Gen Z-led micro-retirement trend, while staying true to Luke’s authentic passion for gaming, already part of his own story.