Gaming

This week we've been chasing down information regarding TBWA\Chiat\Day's campaign work for Infinity Ward and Activision-Blizzard's latest game title, Modern Warfare 2 — which, according to some predictions, could be the highest grossing entertainment release of all time. That means it would be bigger than Halo 3, Grand Theft Auto IV, and Dark Knight. Word on the street is last Monday, Activision-Blizzard (the game's publisher) pulled the plug on Chiat's campaign, calling it too racy, graphic.

Various sources have confirmed the same story, both noting that an outside agency has been called in to cut together some in-game clips for the national campaign that will effectively replace Chiat's. That shop: LA based Ant Farm, we're told.

The game launches next Tuesday, November 10, and according to GameStop has the most pre-orders of any game, ever. Activision is predictably giddy as well, with Chief Executive Officer Bobby Kotick reiterating that it could outsell all other entertainment titles before it.

So the question arises: what kind of campaign is needed. Considering this is a holiday game, we're presuming many pre-teens will be asking for it as gifts. That means their parents probably won't but it if all they see are gory ads.

Even still, as recently as this summer, Acti-Blizzard (nickname) CEO Brad Jakeman was all about the agency's work — which was handed to TBWA after a review including Razorfish and Droga5. Per AdAge: "We believe the idea that TBWA presented to us delivers on that goal," said Mr. Jakeman. "What we liked most about the TBWA campaign is that it's an idea that's big enough to be articulated in lots of different kind of media ... that is always the acid test for a great idea."

Well, not anymore. There's no verdict on exactly what lead up to Acti-Blizzard cutting the work. They have yet to respond, and from what we hear Chiat has moved on from taking our calls to calling us mean names. We miss you Chiat, can't we make amends?

The Martin Agency produced the work you've already seen (video after the jump). It targets gamers old and young by pulling on the trash talking heart-strings of humorously immature kidults who will gladly drop $60 for a taste of modern carnage.

More: "Obama's In Game Advertising"

continued...

From time to time a gaming device comes along that pushes the envelope on our perceptions of what it means to be entertained. Yesterday XBOX launched the next took in product integration that has potential to turn your client's products into transcendent tools they use in their entertainment experiences.

First thing, watch the video above. It's a trailer for Project Natal which was announced at E3 — the biggest gaming event of the year. Natal is basically a combo camera/scanner/audio system that can recognize your face, voice and body movements then translate them into actions.

For example, you're playing a boxing game — rather than pressing the A button, then B plus up for a left punch, upper cut combo — you punch the air with your left hand and follow up with that uppercut. Again, the video above shows you how this works.

The product integration is what you should be really stoked about though. In the clip, a kid holds up his skateboard, the XBOX scans it, and then he uses that board in the game. In his living room, the kid is standing on that deck.

Off the top of my head, let's say you represent Nike which is launching a new skate shoe. But how to get 15 year olds to buy it...Well why not offer secret levels in the new Tony Hawk game for people who use the new shoe while playing?

Since the unit can scan pretty much anything (or, will apparently be able to), the potential for integration is wide open. Tell us what you think (oh, and it won't be available until 2010).

More: "MindShare Paid For A Bunch Of BS"

Check out Obama's in game advertising in Xbox's Burnout Paradise. There is some speculation that the captured images are actually photoshopped, but no one is certain. Looks darn good though and the idea of political advertising making a play into gaming? Sick.

More: Screw Vista. Microsoft's Next Big Thing.

Check out the latest Wii ad, here. Just watch it. It's totally fun. Not sure if this is the work of Karmarama who picked up the account after Leo Burnett UK resigned in 2007.

[source]