(Image credit: Aspyre / Hyundai / Burger King / BMW / AI)

With the GTA VI release less than a month away, brands want in on the hype. The problem is that despite the hundreds of fictional brands in Grand Theft Auto, Rockstar doesn't flog in-game advertising or collaborations the way Fortnite does. But that hasn't prevented everyone from BMW to Burger King from 'imagining' themselves in Vice City.

Other games franchises have the most legitimate claim to being part of the moment. The new trailer for Shrek 2 Remastered shows the right way to do it with its fun parody opening. Other brands have managed to forge a visual connection with the game of the decade through subtle, knowing winks. But some attempts to ape the GTA art style feel like the kind of lazy trendjacking that's more likely to attract ridicule than admiration.

There are bound to be many more when the 17 November comes around.…