Halo 3 Ad - “Believe”
Videogame ads are so cliche. There are usually two types: 1) Noisy ones that throw everything and the kitchen sink down your throat at once, more is good mentality 2) Suspense thrillers that look and feel like movie trailers, deep baritone voices with a lot of fades to black.
The Halo ad is striking because there is not much kinetic action, only potential energy. Long cuts with little or no movements from the action figures. Instead the camera floats around the stillness of action. Mid-explosions in their ball-like ready-to-blow-everything-to-pieces stage is always a cool effect. The detail of the scenery only sells the game even more. The music and the “character’s” faces are extremely powerful. Dare I say, even more heroic than human faces.
Watch it - more info on ad - via HD for Indies
Update: Interesting Wikipedia entry on the marketing. (Thanks Morey). Directed by Rupert Sanders.
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The remark about “potential energy” is well phrased since it’s exactly what makes the piano melody so effective. The whole campaign for the game is absolutely brilliant. Someone (probably the ad agency) posted a brilliant recap on Wikipedia: http://en.wikipedia.org/wiki/Marketing_for_Halo_3