“Working in collaboration with UNILAD served as the perfect platform on which to promote our hit film, ‘Dirty Grandpa’. Their tone of voice, audience and ability to constantly push the boundaries of viral content made them the ideal partner for us. They knew exactly what we needed and delivered on all fronts from design all the way through to implementation and above all, exceeded our expectations.”

Lionsgate wanted to…

… promote their hit new film – Dirty Grandpa.


To achieve maximum impact and engagement, we created a stunt starring Barry Newton, from TV prank show, Off Their Rockers, to portray a real-life ‘dirty grandpa’.

We recruited Barry via UNILAD Talent and created a video of him busking on the streets of central London with his version of grime and rap songs.

We seeded the videos over a two-week period along with our hero content featuring Barry busking on Oxford Street.


The hero content went viral within hours of filming and the rap-busking was picked up by several UK publishers including The Evening Standard, Mail Online, NME and Capital Radio.

How we packaged it…

Old Guy Raps 50 Cent And Skepta

Old man raps 50 Cent and Skepta. This is hilarious.Credit: @lionsgateuk #DirtyGrandpa in cinemas Jan 25

Posted by UNILAD on Wednesday, 13 January 2016

What they said…

 “My night instantly improved after watching this ” – Amber Perry

 “😍😍😍best thing ever I LOVE this song hahaha” – Valentina Flores Vallado

I don’t know what’s funnier his rap or the public’s reaction LMAO” – Kevin Cohlan