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It's amazing what a seemingly out-of-place piece of music can do to the mood of an ad. Take this Gears of War 3 trailer, for example. One would expect aggressive music to showcase the gore and graphics, but the calmer, darker Sun Kil Moon song shifts the focus to what the characters see and how they react, and how weary they are of combat. The Gears of War franchise has done this with music before—the first game used Tears for Fears (the Andrews/Jules cover version of "Mad World"), the second DeVotchKa.
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