GTA VI has not even been released yet, but the game is already being used as advertising by other companies.
In recent weeks, one thing has begun to attract attention on social networks: brands that have no direct relationship with GTA VI have started publishing ads with an aesthetic that immediately resembles Rockstar's new game.
Hyundai, BMW, Mercedes-Benz, Yamaha, Burger King, T-Mobile, Turtle Beach, Paris FC and PSG are among the companies mentioned in this movement.
The pattern repeats itself: neon pink, blue or turquoise, palm trees, sunset, strong lighting, cars and that tropical look that today was practically associated with the new Vice City.
And the most curious detail is that we're not talking about contracts announced with Rockstar.
There is no confirmation so far that these companies have purchased a GTA VI license to do these campaigns. What is happening is simpler: the brands realized that a certain aesthetic is already recognized by the public and are using this association in their own networks.
It is a way to take advantage of the subject of the moment without necessarily putting “GTA VI” in advertising.
The very analysis that raised the movement points out that this wave gained strength just after the disclosures related to the album and the artists of GTA VI, when the visual identity of the game again appeared on a large scale on social networks.
What about Monster?
Monster got into this argument, too.
Monster Energy Ultra Vice Guava has a tropical visual identity and colors that resemble the universe of Vice City. The campaign uses elements such as pink, green, palm trees and an aesthetic focused on Miami and the young audience.
But there's an important difference here.
Ultra Vice Guava didn't show up now because of GTA VI. The product campaign had already been developed and has creative works documented before this current marketing wave involving the game. There is also no confirmed partnership between Monster and Rockstar.
So, in that case, you can't say that Monster is running an official GTA VI campaign.
What we can say is that the product fits perfectly in the aesthetics that the public today associates with Vice City, and that naturally ended up generating comparisons.
And that's just the interesting point of the whole story.
Rockstar doesn't have to pay for other brands to talk about GTA VI
When a brand publishes an art with pink, turquoise, palm trees and a sports car, it does not need to explain the reference.
The public understands.
It's like what happens when a company takes advantage of a sports event, a meme or some event that's dominating the networks. The mark enters the conversation while the subject is still hot.
In the case of GTA VI, the scale is much larger.
The game transformed the aesthetics of Vice City into a recognisable identity even for people who do not follow news about games.
Except Rockstar's doing the opposite.
While other companies are bringing Vice City elements to their campaigns, Rockstar is bringing Vice City into real life.
On September 22, a huge sign with the phrase “Welcome to Vice City” was installed on the roof of the Kaseya Center, Miami Heat arena.
The letters, in pink and white and accompanied by symbol VI, were raised to the top of the stadium. The position was chosen to give enormous visibility, including to those arriving in the city by the airport.
And it wasn't cheap action.
The deal released involves approximately $975,000 paid to Miami-Dade County.
To understand the size of the action, just look at the place.
The Kaseya Center is located in Downtown Miami and is one of the city's best known spots. Now, anyone passing through the region can literally find the name of the fictional city of GTA stamped on one of Miami's major stadiums.
And the Kaseya Center is not the only movement
Local documents and information also show that other areas of the region are being involved in marketing actions.
Miami-Dade even discussed a campaign that could lead GTA's identity to such points as Miami International Airport and Metromover stations. The idea is to transform parts of the city's infrastructure into spaces related to the GTA VI campaign.
Miami Beach also approved an own deal related to the advertising of the game. According to local records, the action can represent at least US$ 3 million, with an expected period between October 15 and December 31, 2026.
I mean, we're not just talking about a billboard.
The strategy is beginning to occupy stadiums, streets, transportation and public spaces of a city that served as inspiration for Vice City.
And there's an irony in all this
Rockstar created a fake Miami.
Now you're paying to put this fake Miami inside the real Miami.
And other companies are taking advantage of the same aesthetic to draw attention to their own products.
In the end, GTA VI became much more than a game that is coming.
It became a cultural reference even before the launch.
And it's almost two months before the official release, scheduled for November 19, 2026.
The question now is not just what Rockstar is going to reveal about GTA VI.
That's how many other brands will still try to hitch a ride to this hype by November.
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