YouTubers The Sidemen have partnered with gaming and Twitch personality, Sketch, to launch Best Cereal’s latest digital content.

In partnership with creative production company, After Party Studios, the spot, which marks Sketch’s first appearance in an advertisement, will be featured across the social channels of Best Cereal, the Sidemen and Sketch, collectively reaching over 30 million followers.

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Showcasing Sketch’s signature offbeat humour and catchphrase “whats up brother”, the advert shows him leaving his usual gaming setup to check into a luxurious London hotel, where he humorously orders a mysterious item from a bellboy.

As a result, the bellboy ultimately presents him with the Best cereal he had requested.

After Party Studios Co-Founder, Ben Doyle, said: “Sketch’s iconic status and ‘what’s up brother’ catchphrase, which set the internet ablaze in recent weeks, made him a natural fit for Best Breakfasts and this project. With such a prolific and dedicated following, it was really important for us to lean into everything that Sketch’s audience love about him to make sure we created something that is not only nuanced and authentic, but unexpected and entertaining.”

The Sidemen’s Manager and Co-Founder of Arcade Media, Jordan Schwarzenberger, added: “No matter what we throw at After Party Studios they always deliver time and time again. We had such a short window with Sketch to do something with the Sidemen, and starring in Best Breakfasts new cereal ad felt the best way to have impact. Another genius idea from Ben and executed to perfection. Can’t wait to see the audiences reaction”

The sketch builds on the success of After Party Studios’ previous work for Best Cereal, featuring darts sensation Luke Littler.