World of Tanks, the popular multiplayer PC game, launched an ad campaign in which a “veteran” gamer is repeatedly attacked by children in a virtual environment. “Stop getting owned by kids”, created by MullenLowe Group UK, is aimed at older gamers who tend to play on smartphones instead of consoles.

The work is led by the insight that a person’s reaction times get slower as they get older, therefore are at a disadvantage compared with younger gamers, and depicts a thirty-something man waking up in different gaming environments and being continuously defeated by children with super-fast reflexes.