Ex-U.S. Paratrooper Rips 'Hideous' Ad for 'Modern Warfare 3'

D.B. Grady says celebrated spot 'trivializes combat and sanitizes war'

Hit refresh on your social media strategies. Head to Social Media Week in NYC this April 9–11 for campaign insights, content inspiration and new industry connections. Register before March 4 to save 20% on your pass.

Author and former U.S. Army paratrooper D.B. Grady lays down some heavy fire in The Atlantic, blasting 72andSunny's hugely popular Call of Duty: Modern Warfare 3 ad with Sam Worthington and Jonah Hill as hideous, tasteless, and perhaps even "deliberately offensive." Combining slapstick with state-of-the-art effects, the spot shows the combat-zone coming-of-age of "the Noob," played by Hill, and closes with the tagline, "There's a solider in all of us." It ranked among last year's most shared ads, with more than 20 million YouTube views.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in