I've always been a big fan of advertising of games. With the huge budgets and even 'huger' resource of special effects they have at their disposale, it is not surprisingly. However it was left to Call Of Duty: Modern Warfare 3, probably the biggest game of the year, to do something different (refer back to the huge budgets):
In the deathmatch arena of marketing, Call Of Duty has just used the "celebrity" perk. In an attempt at one-upmanship over its Battlefield rival, the team behind Modern Warfare 3 has ahead of tomorrow's launch unveiled "The Veteran & The N00B", a real-world re-enactment of the game's infamously immersive multiplayer mode starring Avatar's Sam Worthington, Moneyball's Jonah Hill and NBA baller Dwight Howard. The nods to the series are plentiful (isn't that a SCAR-H with red-dot sight that Worthington's wielding?) and we particularly like Hill's hapless "Should I have used a knife?" Still, we can't help but feel that if it were really accurate to the game, the veteran wouldn't be played by a chiselled Hollywood star but rather by an oily-faced 13-year-old screaming "You just got pwned!" GQ.com
Brilliant.
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