What if we told you a noodle brand just came to the rescue of gamers suffering from headset-induced skull pressure? That’s exactly the kind of absurd idea that Nissin Foods do Brasil, in collaboration with Dentsu Creative, has embraced with its latest marketing stunt: the UFOAM.
It’s a foam cushion shaped like a UFO, supposedly designed to relieve the weight of gaming headsets on players’ heads. The name? A play on both “UFO” and “foam.” The result? A fake solution to a real problem—delivered with a wink to the gaming community and a whole lot of style.
Presented in a launch video that parodies the high-gloss aesthetic of Apple ads, UFOAM introduces the fictional technology “APHC 2.0” (Absorption du Poids du Headset sur le Crâne). The tone is proudly ridiculous, the visuals are polished, and the brand message is refreshingly clear: we’re not taking ourselves seriously, but we are speaking the gamers’ language.
The best part? This ridiculous product actually exists. Nissin made it real using 3D printing and shared the design file online for free. Anyone can download it and print their own version at home. It’s an open-source joke—but one that invites genuine participation and creativity from the community it targets.
Launched under the slogan “For the love of super intense gamers”, the campaign quickly caught fire on social media, thanks to influential streamers like Brino and Gustavo Minerva. Minerva, known for joking about his “dented skull” after marathon gaming sessions, showcased the UFOAM in humorous livestreams that resonated with fans across Brazil.
The buzz? Real. The product? Mostly useless. But the connection with the audience? Spot on.
By parodying the world of over-engineered tech gadgets, Nissin managed to create more than just a gag—it built a moment of shared humor and brand engagement. In a time when gamers are bombarded with “innovations,” the UFOAM works because it doesn’t try to solve a problem. It celebrates it.
To take the joke even further, Nissin hosted a live activation at XDome Arena in São Paulo on March 29 and 30. Dozens of gaming stations were set up so visitors could actually test the UFOAM in “real-world” conditions. It’s goofy, it’s playful—and it shows how a noodle brand can earn cultural capital without selling anything serious at all.
And if you loved this kind of offbeat brand activation, you might also remember Pizza Hut’s 3D-printed pizza warmer, powered by the heat from a PlayStation 5 console. Because in the world of gaming, ridiculous ideas often make the most delicious marketing.
