• by Fern Siegel , February 9, 2026

PHYND, the free cloud gaming platform via Smart TVs, teamed with Marshawn Lynch, the former Seattle Seahawks running back now involved in sports ownership.

The 30-second spot, which debuted during pre-game Super Bowl, has a simple message for gamers: “No console. No cost. No BS.” The work will stream on Samsung and LG Smart TVs, as well as digital and social.

PHYND launches on Samsung TV first, then LG TVs early this year. More device partnerships will be announced later.  

Quirk Creative produced the campaign, which is positioned as subscription-free gaming on smart TVs people already have.

Titled “Gaming Without the BS,” the creative uses humor and a bottom-line message: gaming should be barrier-free. The pitch: Forget downloads or monthly fees. Turn on the TV and just play. 

“Concepting for this project was like a puzzle. How do we make the “I’m just here so I don’t get fined” moment fit with the game-play? How do we present PHYND as an alternative to console-based gaming without sounding salesy? It started coming together when we thought about why Lynch’s “I’m just here so I don’t get fined” moment was so impactful. It was a refusal to put up with bullshit. And that’s the same thing that makes PHYND revolutionary in the gaming space,” Emily Draper, creative director, Quirk Creative, told Agency Daily.

“It’s so fun to break the rules. That’s what this spot is all about ... a call to do things on your own terms. Even if that thing is playing video games on your smart TV.” 

Animated game characters are featured in an ad built around Lynch's personality.

André Swanston, PHYND CEO, added: “The economics of gaming are broken — players spend more but somehow games studios make less. This campaign is our way of saying the future of gaming is on your screen.”

Quirk's creative work also includes Ruggable, First Leaf, a wine subscription service, Harry's and Power Crunch.