Ad of the Day: Activision

Sam Worthington and Jonah Hill are the vet and the noob in 72andsunny's explosive 'Call of Duty: Modern Warfare 3' spot

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

Activision's Call of Duty franchise is putting its stamp on video-game advertising by rethinking one of the oldest tricks in the book—the celebrity endorsement.

Normally, if you're a big enough star, you have little choice but to play yourself in ads. But the fluid nature of identity in gaming offers some wiggle room. Celebrities can play characters in a gaming spot, and it doesn't seem forced or weird—in fact, it's strangely thrilling. In the gaming universe, they, like us, are both player and character simultaneously—themselves, yet not themselves.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in