The commercial you see above is not the first time Activision‘s marketing team has elected to run live-action, star-studded commercials for their Call of Duty brand. Call of Duty: Black Ops featured a “Soldier in All of Us” campaign that saw the likes of Jimmy Kimmel and Kobe Bryant.
Now, for Call of Duty: Modern Warfare 3, Activision has gathered Jonah Hill, Sam Worthington, and Dwight Howard. The premise is that Avatar marine Sam Worthington takes Jonah Hill from “n00b” to “Vet” status over the course of several engagements. It’s partially funny for the same reason that the original campaign was funny; Jonah Hill, like Kimmel and Bryant, has never been seen firing rockets, tossing grenades or performing “action stunts.”
Okay, so, the commercial is clever, absolutely. But, man, I hate when actual forms of marketing and copy use the word “n00b.” I hate it even more when I hear someone verbally speak it, rather than when it pops onto my screen after failing another rocket jump in Team Fortress 2. It’s just so awkward to hear someone physically talk in leet speak.
Then again, maybe I’m just crazy. This commercial launched on Friday the 4th of this month. Call of Duty: Modern Warfare 3 is set to hit retail tomorrow, November 8th, for the Xbox 360, PlayStation 3 and PC platforms.
Do you prefer this year’s commercial over last year’s “Soldier in All of Us” campaign?