For Square/Enix's Hitman, a video game where players must assassinate given targets without getting caught, Omelet LA spent the first half of the year building a campaign that kills (literally! … well, digitally, anyway). And it used that campaign to build actual gaming content.
In March, for the game's release, Hitman built pre-rolls that let you murder the ad. The spot, titled "The Wolfshark," featured the aforementioned ("TV's King of Corruption!") and featured a "Kill this ad in…" button where "Skip ad" normally is.
When clicked, The Wolfshark gets murdered, followed by the hashtag #HitHappens.
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