Posted by tobi — 12:31 PM Dec 13
I know this ad is being played up and down on TV and cinema but it should be mentioned here anyways. Microsoft, after about a decade of failed attempts, finally figured out how to properly advertise a computer game. No longer is the most professional part about a game ad the last scene: “Rated M for Mature” .
The mistake, or so it seems now, was that advertisers tried to convoy either the gameplay or the graphical prowess in the 30 second segments which both leave most people bewildered. Good modern games are a form of story telling however; They establish a fictive setting which you uncover as the story goes on, not unlike popular fiction books.
“Mad world” manages to combine a graphical showcase with a hint of gameplay and, more importantly, it tells you about the setting of the game. You know that this is a hostile planet. That a war is being fought. Everything is destroyed. One side does not look human. The situation is obviously hopeless. The mood and grim.
Marcus Fenix, the protagonist, however seems to be on top of things. He has a legitimate claim on the title of most bad ass digital action hero ever. As it turns out this title has to be attributed to Coal Train, a character who joins your squad in the second act of Gears of war.
You basically want to run to the closest EB games and pick it up to see how things go by yourself.
It definitely helps that Gears is clearly one of the best games ever made. Its always a lot easier to advertise a good product.
Articles
Damien McKenna 13 Dec 13:29
That’s a good use of a really great song. Good ad.
James MacAulay 13 Dec 15:38
I finally played this game. God, it’s amazing. It’s really taken the next step in convincing you that your avatar actually has mass that he needs to heave around the game world. In the same way that Doom introduced the bobbing weapon sprite, the “roadie run” in Gears of War especially makes you feel like you’re living in the bones of that lumbering body on the screen. The controller rumble is done excellently as well.
rick 13 Dec 16:12
IIRC that movie is all in-engine, as well as the cut scenes from the game. The Unreal 3 engine rocks.
Simon Ask Ulsnes 15 Dec 15:05
Nice ad, it aired here in Denmark as well. The only thing that bothers me is that that song is from Donnie Darko, one of my favourite movies of all time, and I find it somehow inappropriate to use it in a violent game. It sure does fit the mood well, though. It’s a nice contrast with such a calm song and a very action-packed theme. Video games are approaching art status, I like that.
- Simon
Harry Roberts 28 Dec 19:18
I want to comment on the “violent game” remark. But first I want to say this: The commercial for “Gears of War” rivals the famous Apple computer ad by Ridley Scott. That was ground-breaking and I think this is too. Gary Jules’ passionate rendition of the Tears for Fears song is stunning (as it was in Donnie Darko (one of my favorites too). The emotion of the character is beautifully presented. I’ve watched it dozens of times. It leaves me wanting more. Now, in my opinion, there is NO VIOLENCE in this game. Just as there is NO VIOLENCE in any movie, novel or any other fantastic media. This media may present the DEPICTION of violence, but not violence itself. People react strongly when they witness violence; it can harm the psyche. Watching the depiction of violence has no harmful effect on you at all. Luckily you don’t have to accept my word on this. The Surgeon General of the USA did the definitive study on this subject. You can read the conclusions yourself. That study (actually more than one) is considered the most comprehensive ever done. However, I think they should have differentiated between fantasy and reality, as in story images verses news images. Even so, they did not find a firm connection between media violence and violent behavior. But why then do intelligent people continue to insist there is a connection? That imagined connection is, I think, one of those counterintuitive blocks we stumble upon in life – things that must be true, but aren’t. Our ego seeks to make them true, no matter what the facts say. So, let’s spread the word: there is no violence in novels, games or movies (unless, of course, I have to smack you upside your head for talking). Harry