Whenever I see marketers attempt to imitate the video game culture I get annoyed because typically it usually depicts a very non-realistic or cliched image of video games and the players. I read an article a long time ago, maybe on Slate, speaking to this, specifically the tendency to characterize video game players as these real life Bart Simpsons frenetically pounding away on the controller, when in reality most players behave almost the exact opposite. My irritation doesn't stem from the inaccuracy per se, but rather in the case of commercials, the laziness of the creative department that created the ad, because it shows that they didn't really do their research. And consequently, for me as a consumer it can be a huge turn off. This ad below created for Toyota is terrific because whoever generated it did their research, and as a result becomes instantly relatable and more importantly, relevant. Spoofing the insanely popular massive multiplayer online game World of Warcraft (WoW), the commercial nails spot on the players voices and vernacular. In addition, it also plays a sly homage to the now infamous Leroy "incident" which adds a further sense of authenticity to the commercial.
[youtube=http://www.youtube.com/watch?v=Kg7HqqMRZ2I]
Tangentially, it's interesting that the medium of a video game is used to pitch a truck--a product typically aimed towards the non-video game crowd, in terms of simplified demographic stereotypes. That said, in my experience with online gaming, there is quite a sizable if not dominant contingent of Southern, car and truck obsessed mid-20s to early 30s guys playing these games.