Luke Littler nukes his career for Xbox

This new campaign for Xbox features darts superstar Luke Littler, who won the Darts World Championships at the age of just 17 and is the BBC’s reigning Young Sports Personality of the Year, as he hangs up his darts to spend more time "doing something that I really, really love". 

Created by brand partnership specialist Miai+ and directed by Jack Hartley through Common People Films, the two-minute spot sees Luke with a group of fellow Xbox fans and retirees, including YouTuber Angry Ginge in an explosive cameo, as it becomes clear that they have 'retired' to play FC26 on Xbox

The campaign taps into the Gen Z-led 'micro-retirement' trend, which involves taking career breaks to pursue your passions. The creative idea also plays on a broader conversation around Littler’s retirement date, as well as capitalising on his well-known passion for gaming, which he recently showcased on his 18th birthday by streaming footage of himself playing FC on Xbox.

“Micro-retirement is a big trend among Gen Z," said Oliver Wiltshire, Partnerships Director at Miai+ Brand Partnerships. "Along with the cultural conversation around Luke’s career and his love of gaming, we felt we could create the perfect storm with this campaign. Gen Z isn't waiting until 65 to retire - they're doing it in their 20s with short, intentional breaks from work to reset and pursue passion projects. This isn’t laziness; it's life-first thinking and a radical redefinition of success, all captured in a film that reflects the wit and creative artistry of Luke himself.”