Trivia Crack, the global mobile gaming platform from Buenos Aires-based Etermax is out with a new campaign—with a focus on English-speaking countries—that celebrates the “passion” people display when they guess the wrong answer while playing.  

The “passion” displayed in the ads is outrage and anger—nobody likes being wrong. But the ad’s voiceover cleverly flips the script, suggesting that players are “overjoyed,” not at losing but by the fact that they learned something new. Even if they learned it the hard way. 

The campaign , titled, “You Don’t Lose, You Learn,” was developed by Gut Buenos Aires. 

 In one scene, “Sophie,” (pictured above) is described as “glowing with happiness after discovering that avocados are actually fruits. What a revelation.” 

“The Etermax team proved to be brave by supporting a campaign that shows how much users love their product by showing how mad it makes them,” the agency stated.  

The campaign will run on digital channels and Trivia Crack’s social platforms managed by The 3Hundred agency during the second half of 2024.