Microsoft Marketing Über Alles!

The new "We Are ODST" ad above for Halo: ODST is another confirmation on what I have been saying since the start of this gen; the people at Microsoft's marketing department know their shit. I remember the initial Xbox 360 TV-ads and how unique and hip they were with the amazing slogan of "Jump in!" but the real works of advertising genius were in my opinion the "Starry Night" and "Believe" ads that were made for Halo 3. These ad were not game ads per say since no gameplay was actually shown and many people complained about this but what those people didn't understand is that these guys at Microsoft were not interested in the game per say - they were instead interested in myth-making. This approach worked too since Halo 3 is among the highest selling console exclusives this generation with 10 million units sold and going, these numbers can only be achieved if you managed to penetrate the mainstream.

The slogan "Finish the Fight" is among the strongest and most subtle ways to confront the consumers. I personally have missed the whole Halo spectacle and not finished any of the games - since I think the games are pretty sucky except the first - but even I feel a sensation that I should go and finish the fight when I see these ads. It doesn't end there, the "Believe" ads compliment this idea that you need to do what is needed as Master Chief by telling different stories from old veterans about Master Chief and how they were waiting for him and how he was their only hope. Once again the ads urge you to go and become Master Chief or all these old soldiers will not be alive unless you finish the fight. Like I mentioned all of this is simple myth-making; taking a few strong and emotional cues and repeating them over and over until they become almost myths within society. Brilliant marketing in other words or you could even call it Joseph Goebbels' inspired propaganda.

Now we have the "We Are ODST" ad which once again shows off the supremacy of Microsoft marketing compared to say Sony or Nintendo. Here they're building a war movie mentality of the squad and how sacred it is, the fall of brothers in arms and how the end of a battle is a start of yet another. All with extremely high production values that really get your blood pumping and have more in common with a Hollywood production rather than a game. All of this makes me suspect that Don Draper from Mad Men is working at Microsoft's marketing department. I mean the level of money, talent and heart put into these ads is not something you see every day in game commercials so it really stand out. It is also an important indication that gaming as an industry is going forward and being taken more seriously, these quality ads don't come cheap. Below I linked to my favorite Halo ads to showcase my point in that these marketing guys and girls at Microsoft get it.

"Starry Night" Trailer
"The Hunted" TV Commerical
"Gravesite" TV Commerical
"Believe" - TV Commercial