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The Fifa 08 football computer game - which features a digitised version of Wayne Rooney - has drafted in the real life footballer as part of a pan-European advertising campaign.
Rooney stars in a TV advert that shows the England footballer taking over a golf driving range to prove to a pair of gamers that his footballing skills are as good as his computerised alter ego.
The campaign - the largest that games manufacturer EA Sports will run in Europe this year - includes a series of three TV commercials, press, outdoor and online ads.
Eric Quennoy, the creative director of Wieden & Kennedy Amsterdam, the agency behind the campaign, said: "A lot of sporting titles leverage the fact that famous athletes inform the creation of their game.
"The breakthrough for us was when we decided to flip that on its head. Instead we wanted the game to inform how the athletes played".
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Source: Guardian