Electronic Arts enlisted Bretman Rock for a campaign promoting “The Sims 4” as a “self-discovery tool.”

Electronic Arts enlisted Bretman Rock for a campaign promoting The Sims 4 as a “self-discovery tool.” YPulse told you about Bretman Rock in our roundup of LGBTQ+ influencers brands should know, and the influencer has been making strides as the first gay man on the cover of Playboy Magazine and as the focus of more brand campaigns (Crocs recently tapped him for an exclusive Jibbitz collection). Now, Electronic Arts (EA) is working with the star for The Sims’ “Find Yourselves” international campaign aimed at promoting the ability of The Sims to help players channel every version of themselves. Two ad spots were released featuring multiple sides of Bretman Rock, from Teenage Goth Bretman Rock, to Motherly Chef, Excited Astronaut, and Urban Cowboy. Players are encouraged to take part in the #SimsSelves TikTok challenge by using a branded augmented reality (AR) effect that enables them to try on different Sims personas. #SimsSelves has garnered 11.7B views since launching the first week of December, and more campaign elements will drop across Snapchat, Freeda, BuzzFeed, WattPad, Facebook, Instagram, Hulu, and YouTube until January 3. (Adweek)