10 greatest gaming ad campaigns of the last decade

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Monday, May 23, 2011
EDITOR'S NOTEfrom Layton Shumway

Watch along with Josh as he breaks down his favorite video-game commercials. I'd never seen a couple of these before. We've come a long way from some of the awful ads of the '80s and '90s.

5. Ratchet & Clank -- Weapons and gadgets not fit for this world

Weapons of mass destruction are no laughing matter. Or are they? These ads forget all about the phrase "do not try this at home" and show us that heavy artillery can be downright hilarious in the hands of a few bored idiots. Thanks to Insomniac Games, Sony Computer Entertainment, and some prolific advertising minds, tons of these "home movies" are floating around YouTube. And they all put America's Funniest Home Videos to absolute shame.

4. Nintendo Wii -- Who are you?

This ad always brings back memories of when Super Mario Bros. 3 launched here in the States. As a kid, how big of a deal was it when a new Mario title launched? Huge. And when that day came, was I able to handle the excitement as I waited in class for the bell to ring? Just barely. And when I was finally on my way, did I imagine all the awesome adventures I would enjoy once I stepped into those famous blue overalls? You betcha. It's all here, and it's all beautifully shot. Enjoy.

3. Xbox -- Play more

This commercial was banned not long after it aired. Other than that, I'm going to keep my mouth shut. I'd hate to ruin it for those who haven't seen this work of pure brilliance.

2. Halo: Reach -- Deliver hope/Birth of a Spartan

I’ll admit it -- if I were locked away for the rest of my life with only one gaming series to play, it would not be Halo. That said, the Halo franchise does have, hands down, the greatest advertising of any video-game series ever. The first of these ads tells in 60 seconds -- and with more emotion -- the same story that takes every alien invasion flick nearly two hours. The second packs more adrenaline and testosterone into two minutes and 30 seconds than Michael Bay ever did -- all without one single explosion.

1. Halo 3 -- Believe

I said it once and I'll say it again: The Halo franchise has the greatest video-game advertising of all time.

Airing on September 11, 2007, the first of the "Believe" ads showed elderly war veterans recounting their experiences of fighting alongside Master Chief, also known as John 117. The next two show the construction and a cinematic tour of a monument within the Halo universe, which was built as a memorial to Master Chief and to humanity itself.

The documentary style of the first two gives the campaign a level of believability that makes the viewer wonder if what they are seeing is actually real. What's more impressive about the monument itself is that it was actually built by hand, just as they showed in the documentary. Resembling an oversized diorama, it stretched more than 1,200 square feet wide and stood over 12 feet tall. The "Believe" website then allowed users to tour the monument for themselves and pay their respects to the soldiers who fought for the survival of all mankind. 

Finally, the last ad in the series is a traditional commercial that depicts the monument in a more artistic light. The final five seconds never fail to give me chills.

There's my list. Think I missed one? Were there any you hadn't seen? Any that you hated? Loved? Please leave your comments below.

And just for good measure, here's a little something that should blow just about anybody's mind:

 
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Comments (11)
Justme
May 23, 2011

Right on, Josh!  The "Believe" campaign was absolutely incredible.  Too bad the game itself failed to deliver the intense emotion of the commercials.

Default_picture
May 23, 2011

The Halo commercials almost makes me forget that Microsoft destroyed my love of console gaming and is why I skipped this generation of consoles.  

100media_imag0065
May 24, 2011

I never liked any of the Halo commercials, they were too...I don't know. I can't explain it. However, the CoD commercial is one of my favorites. Even though I am not really a fan of the series, that commercial absolutely nailed why I love video games. You can replace the word "Soldier" with anything, and it would still ring true. I play video games so I can be the super hero that saves the world, or the detective that solves the crime.

I play video games to be the soldier who saves the US, or the space marine who saves the galaxy. That Black Ops commercial absolutely nailed it.

Default_picture
May 24, 2011

I always felt the Modern Warfare commercials trivialized the work of our soldiers, implying that anyone can do what they do. I understand the ad's message--that anyone can play as a soldier, but it could be easily (very easily) misinterpreted.

Itsame_
May 24, 2011
I love that Zelda commercial, but it needs more hadoken. Nice article Josh!
Lolface
May 25, 2011

Is it wierd that the Zelda commercial gave me flashbacks of the "Ninja Rap?" Good list though. Just saw that Xbox - Play more commercia, and it blew my mind. That was some wierd stuff.

Anyway, there is one commercial I think you missed (or maybe you just didn't like it enough to include it). It's the banned Xbox 360 commercial called "Standoff" http://www.youtube.com/watch?v=CoA5mC5FgIw

And for more Japanese wierdness, there is the Biohazard 2 commercial, directed by George Romero http://www.youtube.com/watch?v=1487KWly7Eo&feature=related

Default_picture
May 25, 2011

Hmm... a lot of Sony. That's fine, they're good ads, just surprising.

Default_picture
June 01, 2011

I'm a big fan of the Halo ads. Actuallly, I just like good video game ads in general!

Default_picture
June 01, 2011

I always liked the Gears of War ads. I've even downloaded all the songs used in them!

Default_picture
April 14, 2012

hi...i like the play the Xbox live, and also i got excited about watching that honorable Xbox video...

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