A wine brand is attempting to bridge the gap between digital battlefields and romantic dinners this Valentine’s Day by offering a literal “sub” for gamers. Apothic Wines has announced a new campaign, The Designated Player, which aims to solve the scheduling conflict between a high-stakes gaming session and a high-stakes date night.
The core of the promotion involves hiring Timmy2Cans, a streamer well-known for his riot-shield antics in Call of Duty: Warzone, to act as a stand-in. The idea is that the winner can step away from their PC or console to focus on their partner, while Timmy2Cans joins their squad to ensure the team isn’t left shorthanded during the holiday.
To enter, couples are being asked to submit a short video explaining what a win would mean for their relationship—and their gaming group. The grand prize is valued at over $5,000, including a luxury hotel stay and the aforementioned professional “designated player” for at least an hour of gameplay.
The campaign highlights a phenomenon Apothic calls “Stubbing” (Stream-snubbing), a gaming-specific evolution of “phubbing.” It describes that all-too-familiar moment when “one more match” inadvertently turns into several hours of ignored text messages and cold dinners.
Marshall Dawson, Vice President of Marketing at Apothic, said in a statement:
“At Apothic, we exist to transform the ordinary and challenge conventional wisdom. Designated Player proves you can be there for your partner and your squad. Timmy2Cans keeps gameplay moving for at least an hour while the winner steps away to transform an ordinary Valentine’s night — on Apothic. It’s our way of celebrating connection, without missing a moment that matters.”
While the prospect of a professional streamer covering your shift in Warzone is a novel marketing hook, those in the community will likely approach the choice of “designated player” with a raised eyebrow. Timmy2Cans is a divisive figure, frequently the subject of “exposed” videos and community debates regarding his boisterous trolling style. Whether a squad actually wants a high-profile “troll” filling in for their friend – even if it is for a luxury date – is a question only the winner’s teammates can answer.
Entries for the experience are open until 8 February via the official campaign website.
