Theo Shakes X Currys/Google Gemini

Theo Shakes Stars in Creative Gemini Campaign with Select to Search

Sometimes the best product placement is the one everyone notices—and that's exactly the joke. Comedy creator Theo Shakes teamed up with Google Gemini and Currys to create a witty campaign that playfully mocked the over-the-top product placements often seen in action spy films.

Using Gemini's Select to Search feature as the centrepiece of the skit, Theo transformed a familiar cinematic trope into an entertaining piece of branded content that felt completely authentic to his signature comedy style. Rather than forcing the product into the story, the campaign leaned into the joke, making the feature part of the punchline while naturally demonstrating its real-world use.

The result was a campaign that balanced humour with product education, showing how creator-led content can make technology feel engaging, memorable and genuinely useful. By building on a format audiences already recognise, Theo delivered a video that resonated with viewers while seamlessly showcasing Gemini's capabilities.

At Sharper, we're always excited to help creators collaborate with innovative brands in ways that feel true to their personalities and audiences. Theo's campaign with Google Gemini and Currys is a great example of how creative storytelling and comedy can elevate branded content beyond traditional advertising.