Cex – Gets the Irresistible Touch

Cex – Gets the Irresistible Touch

Irresistible worked with innovations and social agency Strange Thoughts to bring to life a complete cross-media campaign for Cex [the games and gadgets exchange store]. This campaign includes Cex’s first ever TV spots, an extended online cut and a print campaign which continued the stories of the key characters.

With the simple and clear message that Cex can’t tell you how to spend your money, but they can buy your games and gadgets, this sparked creative executions that show a series of millennials selling their tech to Cex in order to pursue of their madcap dreams. The campaign was designed to have legs, allowing the exploration of the base idea infinitely, tuning up or down the extremity depending on the platform.


/ Included the first ever TV spots for Cex.

/ More than 400 props were sourced for the shoot.

/ The exterior shoot day was on winter solstice with the least number of daylight hours in the year.

/ The waterskiing location was so cold that the lake was completely frozen over the week prior to the shoot.

/ Assets for all deliverables for all platforms were captured over a 2 day period.

/ The entire campaign was delivered for the cost of a digital ad.

The TV campaign goes live today positioned between shows popular with primarily millennial gamers & tech addicts such as The Inbetweeners and The Walking Dead.

See the extended digital version below.

/ Heads of department:
Producer – Faye Wilkinson
Director – Paul Maynard
DOP – Keidrych Wasley
1st AD – Tristan Hefele
Art Director – Chloe Brady
Stylist – Bella Buckland
Hair & Make Up – Sara Bowden
Photography – Phillip Suddick
Editor – Luke (1000) Aldrich
VFX – Peter Welton
Sound – Gustaf Jackson
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