Benedict Cumberbatch becomes World of Tanks holiday ambassador in new festive campaign

Benedict Cumberbatch has been announced as the new Holiday Ambassador for World of Tanks, fronting a Christmas-themed campaign that introduces a distinctive advert and an in-game event.

The partnership was revealed in the game’s latest promotional video, which features the actor in an unusual narrative centred on a supernatural therapist guiding a reserved character named Sebastian, played by Robert Emms.

The story focuses on eccentric interactions with a group of lively patients rather than traditional festive themes or the game’s usual armoured warfare imagery.

The behind-the-scenes footage shows Cumberbatch adopting a theatrical approach that departs from the action-driven style used in previous celebrity appearances for the franchise. Fans have noted Emms’ performance as well, recognising him from his role as Lonni in Andor.

The advert supports Holiday Ops 2026, an event running from December 5 2025 to January 12 2026. Wargaming describes the update as “a magical winter adventure filled with festive missions, dazzling rewards, and holiday surprises”.

Within the game, players will receive missions from Cumberbatch’s character and will be able to unlock him as a fully voiced tank commander.

The promotion aims to draw attention to the season’s update in a way that differs from standard gameplay marketing, with the creative approach prompting discussion among viewers. According to community reactions, the campaign has succeeded in generating wider interest in the event.

Holiday Ops remains a staple of the annual calendar for long-term players, offering themed environments, cosmetic items and seasonal objectives.