War, Children, It’s Just A Shot Away


Sam Machkovech of The Atlantic doesn’t care for the TBWA\Chiat\Day-produced commercial above.

I couldn’t have asked for a more disappointing game-related ad. These aren’t the video games I play. Even at their highest levels of action and violence, video games play like sophisticated games of Cops & Robbers. They’re silly; they require colorful, funny-shaped controllers; they stay decidedly in the domain of detached fiction.
This ad equips people with real guns and simulates real-life, no-CGI combat. The thud of recoil, the screams of rockets, the dust of explosions… and the look of exasperation on that little, shotgun-wielding girl. The only things missing are the dead bodies on the receiving ends of each bullet and blast.

I’m not a gamer, so it’s all a blur to me. But I do like the multimillion dollar soundtrack.
[UPDATE] According to Variety, “Black Ops,” is the seventh installment in Activison Blizzard’s “Call of Duty” franchise, which has earned $4 billion to date. So that explains their rich taste in music.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Disc golfer. Fan of Kurt Vonnegut, community radio and wolves in the wild. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.