VML launches parallel realities with Alienware

There is a theory that beyond the reality we live in, just on the other side of what we can see and experience, lie countless parallel worlds, dimensions, and possibilities waiting to be discovered and explored. We just need a way to access and unlock them.

In 2025, Alienware wanted to reinforce its status as the premium PC gaming experience. So rather than focus solely on product, technology, or specs; Alienware positioned itself as the ultimate portal to these alternate realities, represented by the games that are played on Alienware PCs.

It’s a compelling idea for their audience. Gamers tend to be explorers and experience-seekers. By positioning Alienware as the wormhole they need to access these alternate, and very real “gaming realities” they were providing gamers with a tantalising way to add even more adventure to their lives.

But to make this phenomenon feel real, Alienware couldn’t fake it.

So Alienware in partnership with VML launched Parallel Realities, a deliberately disruptive campaign designed to establish their premise and create intrigue and talk value.

They collaborated with culturally ubiquitous brands Ford, and Wendy's, to “glitch” their own commercials with Alienware content. These glitches gave audiences a glimpse into other dimensions, featuring game titles from Bethesda Softworks. And Alienware was positioned as the only portal that could grant them access.

This strategy of eerie, did-I-just-see-that disruption is what it takes to break through with discerning gamers. The goal is to drive audiences to question what is real and show them that Alienware is an otherworldly and innovative force in PC gaming.

Gerri Tunnell, Chief Marketing Officer, Dell Technologies: “Gamers are smart, passionate and often ahead of the curve when it comes to adopting the latest and greatest technologies. Our relationship with them runs deep. With this new campaign, we embraced the idea that the games they play are not just entertainment but actual realities. Alienware is positioned as the ultimate portal to these worlds, offering gamers the most immersive and innovative way to truly enter them.”