Generation: Gamerz Don’t Believe the Hype!

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OK, in this case you probably can believe the Hype. But I think the hype may be getting a little out of control even though it is about Halo 3. Details of the advertising around the biggest video game title of the
year, Halo 3 were today revealed by Microsoft. The third installment
of the legendary Halo saga, will be available in Europe from 26th
September 2007, exclusively on Xbox 360 and is set to shatter day-one
entertainment sales records. The ad gives consumers reason to “Believe”
in the amazing feats of main character Master Chief and action within
the title, bringing the epic battles to life in the style of a museum
“diorama.”

While the ad hits TV screens on Tuesday 18th
September at 21.35 during ITV1’s coverage of the UEFA Champions League,
would be heroes will get the chance to exclusively view the ad in
Europe first on xbox.com from 17.00 on 14th September.

Certain
to catch the imagination of audiences around the globe, the intention
was to talk to a broader audience than the traditional videogame
advertising. The campaign does not focus on the specifics of the
graphics or gameplay, but instead looks at the themes that lie at the
heart of the tale that spans the entire Halo trilogy. Focusing on
stories of war, duty, sacrifice and most importantly the heroism of
Master Chief as audiences look back on the epic battles of the Halo
games as if we were ourselves living in the 27th century.

Within
the campaign, the most important single execution is the TV, cinema
& online ad "Diorama." The diorama featured in this ad is a 100%
accurate replication of a key moment from a climactic battle taken from
the Halo universe. At over 400 sq ft in surface area, reaching a height
over 12ft above the ground and with each handcrafted human figure
standing 8 inches high, it was large enough to fill an entire studio at
Stan Winston, the Los Angeles modelmakers responsible for the creature
models from films such as Aliens and Jurassic Park. Shooting the 90"
epic took director Rupert Sanders and his team 4 days as the individual
soldier's stories were told, as the camera spanned the landscape
finally resting on the mountain top where Master Chief is depicted
taking the fight to the Covenant enemy.

Stephen McGill, Head of
Gaming and Entertainment, Microsoft UK said “It’s amazing to see such
the legendary world of Halo brought to life in such a creative way
through the construction and filming of this ad. I’m sure the epic
shots and dramatic scenes in the commercial will be a hit with Halo
fans and newcomers to the franchise alike, giving them just a taste of
what they have to look forward to when the game comes out on 25th
September.”

In the campaign, the Diorama is explained to have
been built as a tribute to Master Chief and his heroism, and to be kept
on permanent display in the Museum of Humanity. The museum itself, with
an interactive version of the Diorama amongst other exhibits, can be
visited online at www.xbox.com/halo3 .

It's insanity I'm sure but there's no way to prove it because the whole world is involved! (Are you watching Sony?)

In : PC

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