Ad of the Day: Call of Duty: Black Ops II

72andsunny blurs the line between war and entertainment in an audacious new campaign

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

The link between war-themed video games and the living, breathing military is an uneasy one. War is not entertainment, after all, and packaging it as such is always hazardous and requires a deft touch. If your game or ad isn't enough like real war, then you're seen as trivializing or sanitizing combat (as in Jonah Hill and Sam Worthington's goofy ads for Call of Duty: Modern Warfare 3). If it's too much like real war, you're being insensitive to soldiers and their families (see EA's Medal of Honor, which let you play as a Taliban fighter).

Which brings us to 72andsunny's new work for Activision's Call of Duty: Black Ops II.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in