Direct-response advertising as a genre is especially appealing to parody because it’s “so cheesy,” Mr. Jendrysik said. It is an inside joke that the public gets, he added, even the GameTap target audience of 25- to 35-year-olds, who may be too young to recall the ’70s pioneers like Ronco, K-Tel or Ginsu knives.

Mr. Jendrysik said the spoofs were also a good strategic fit for GameTap, which was introduced nationally last year and is trying to build its subscription base. GameTap offers hundreds of games on demand, he said, but to list all of them would be boring; the “greatest hits” format enables the agency to deliver all that information in an entertaining way. The spots are running at least through the end of the month on national cable networks, including those owned by Turner. The GameTap advertising budget is estimated at $50 million.

“These days you have to figure out a way to break through as unique and differentiated,” said Justin Osmer, MSN senior product manager, “and this is a real fun way to do that.” Read