i'd like to teach the world to game, in perfect harmony

If you've been to the cinema recently, there's a good chance you've seen this whilst waiting for the main feature. You can't help but love it - a subverting of GTA-style gaming in order to tell Coke's happy ending, set to that great song from Bugsy Malone. It's cool to see a brand reaching out to popular culture and remixing it for its own purposes, rather than trying to fit in or keep up with the crowd. It fits in but stands out, and reminds us that most people playing the game are living vicariously through it from the comfort of their sofa. I wonder if GTA were smart enough to be up for this, if there's some pre-existing relationship, or if Coke just bought a slice of them in order to make it happen?