The ax-wielding, screen shattering marketing campaign aims to rid the internet of boring browsers, burying them one-by-one
OSLO, Norway – November 28, 2023 – Are you still using that generic, boring, weak-featured browser that came pre-installed on your laptop or device? Then run for cover, because Opera GX – the browser for gamers – and Eric André, comedian, actor and host of The Eric Andre Show, are on a rampage to bury boring browsers once and for all.
In an exclusive new campaign, an ax-wielding Eric Andre mashes and smashes his way through the most uninspiring, outdated browsers on the internet. Does Eric’s chaotic cull put your current browser in a body bag? Find out in the Bury Boring video.
“Pre-installed browsers are the worst. They’re clunky, un-customizable resource hogs that come already loaded on everyone’s desktops and devices – basically, the antithesis of Opera GX. This campaign, by way of Eric André, inspires you to question whether the browser you’re using is actually good or just some BS your system tray inherited. Our money is on the latter,” said Auryn Hiscock, Creative Lead, Opera GX.
Benny Bentham, Creative Director, Waste Creative, added: “The “Bury Boring” concept set out to take an axe to boring browsers. And a chainsaw. And a hammer. And we did it by putting Eric’s anarchic personality front and centre to land our message. The film is horror -anarchy- lols-weirdness all rolled into one. Just like Eric. And the result is anything but boring.”
Compared to Eric’s body bag of boring browsers, Opera GX manifests a variety of next-level features that would put any other generic browser to shame. These include enhanced customization options as well as features like GX Corner, which provides quick access to gaming news, deals, and releases. From improvements such as faster web loading and the ability to control system resources like CPU, RAM, and network usage, to the integration of apps like Discord, Twitch, Facebook Messenger, WhatsApp, Telegram, and Instagram, users are afforded a truly seamless multitasking experience free of annoying lags and other hindrances of older, stale browsers. In short, Opera GX takes your current browser and stomps it into the dirt.
Far from boring, Opera GX allows users to completely customize their entire browsing experience by transforming the way Opera GX looks, sounds, and behaves with various unique and visually appealing MODS with their own sound and video effects. Plus, users ready to join Eric as he bashes and mashes his way through everything boring can check out the custom “GX Man” MOD – a unique browser customization based on Eric Andre’s “GX Man” character. Available free on the GX store, the MOD reflects Eric’s unique style and zero tolerance for boring. With his ax and sledge hammer, GX Man Eric is hell bent on burying all that is boring.
Ready to bury boring and join the Opera GX revolution? Want to bear witness to the destructive final outcome of Eric’s rampage? Visit www.opera.com/gx/bury-boring
About Opera GX
Since its inception in 2019, Opera GX has quickly become the browser of choice for millions of gamers seeking a more custom internet experience. Along with countless customization options including color themes, sound effects, background music, and a gaming-inspired design, GX includes CPU, RAM and Network Bandwidth limiters that make the browser less resource-hungry and leave more of the computer’s resources for gaming. The browser also includes a Hot Tabs Killer feature, which lets users kill the most resource-draining tabs, and GX Cleaner to purge those old unwanted files.
About Waste Creative
Waste is a fan-first creative agency founded in 2006. We connect entertainment brands with their fans, to drive creativity, culture and commercial success. A virtuous circle we call ‘Brands powering fans, powering brands’.
Our clients include the mobile gaming giant, Supercell (Clash of Clans, Brawl Stars) for whom we oversee player acquisition and retention, built around community listening and high-speed, high-quality content creation. We also work with the mighty Nintendo, creating TV, OOH and integrated marketing campaigns, for both hardware and software. Other notable clients include Google, Epic Games, Riot Games (League of Legends), Warner Brothers, Verizon Media and Zynga.
We recently became part of the Keywords family, an international technical and creative services provider to the entertainment industry. We employ 87+ wasters globally, covering strategy, creative, social, content, experiential, OOH, and TV. Our HQ is in London, we’ve recently opened up a new office in Tokyo, Japan.
Our approach to everything is shaped by The Waste Way (our company values), and an entrepreneurial spirit. It’s seen us win 100+ awards, including being named Content Marketing Agency and Digital Industries (DADI) Agency of the Year by The Drum, and we now rank 10th in The Drum’s World Creative Rankings of the UK’s most awarded agencies. We were one of Campaign’s Best Places to Work in 2021 as well as 2022, and one of the UK’s 100 Best Small Companies to Work For, as accredited by Best Companies. Our work has won us awards from shows including Art Directors Club, BIMA, D&AD, Clio, Design Week, The Drum, Marketing Week Masters, and The Webby Awards.
We brew our own craft beer, the Waste Pale Ale, a favourite with clients and fans. A couple of years ago, we started our own animation production company, This Thing of Ours, which has since won a D&AD Graphite Pencil and Motionographer Award amongst others. We also support the UK based gaming charity, SpecialEffect.