The Spot: War's Endgame

The Xbox franchise that changed everything tweaks the formula for its third and final trailer

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.

GENESIS: The Xbox third-person shooter Gears of War, from Epic Games, reinvented video-game advertising. While most war-game ads put hard-driving music over cutscene montages, the trailers for the first two Gears games were single, coherent, 60-second narratives, ultraviolent but much more mournful in tone. By silencing the sounds of battle and laying spare, elegiac songs on top—Gary Jules's version of "Mad World" in the first spot, DeVotchKa's "How It Ends" in the second—the ads evoked a world of loss and destroyed beauty.

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