The best way to get eyes on any product is through ads, and the video game industry is no different. While everything is mass-produced now and instantly accessible, there have been times in video game history where ads were intentionally vague. Not much was known about what we were even seeing or what kind of game we were going to get.
These were always the best ads. The intrigue, the mystery, the reveal. It was an art unto itself, and we’re going to discuss some of the best video game ad campaigns in history.
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Our criteria will be campaigns that instantly got big-time attention, whether it be for games that would become huge or ones that would disappear just as fast.
10Super Smash Bros.
So Happy Together
Super Smash Bros
Super Smash Broswas a watershed moment in gaming, and it all started with this incredible commercial that told you the party gaming landscape was about to become a thing.
The hilarious image of theseiconic charactersprancing along until they just start beating the hell out of each other is genius, and the quick cuts to the actual gameplay tells the players watching that this isn’t just a spoof, but a full-fledged video game that will let us play as our favorite characters in a true slugfest.
We don’t get clever game ads like this too often anymore, and this is one that sticks with us over two decades later.
9Dante’s Inferno
Go To Hell
Dante’s Inferno
Dante’s Inferno may not have set the video game world on fire, but that didn’t stop it from having an incredible ad campaign.
I remember being back in college in 2010 and this commercial would play nonstop, constantly drawing my intrigue.
The song, “Ain’t No Sunshine” by Bill Withers, brings an incredible atmosphere to the commercial, lending a desperation to the character of Dante, whowe can see literally going to hell.
There is no gameplay in this commercial and yet, you know exactly what this game is going to be — Dante traveling to Hell for his love, demons of all kinds standing in his way.
It’s just 30 seconds, but it sets a mood and an atmosphere that was impossible not to notice. It also didn’t hurt that this ad was played during the Super Bowl. The game itself was also a solid, God of War meets Devil May Cry action romp that deserves a bit more love than it got.
8Lost Odyssey
The Old Becomes New
Lost Odyssey
Lost Odysseyis the forgotten gem of the JRPG golden era, but it had one hell of a debut. With a 1:30-second commercial, Lost Odyssey burst onto the scene as the immediate “next big thing” for anyone that was a fan of Square Enix at the time.
Of course, this wasn’t Square Enix, it was Mistwalker, but they knew who their audience and nailed it with this dazzling commercial.
One of the key parts of the ad campaign was the use of “White Rabbit” by Jefferson Airplane.
I had never heard the song before this commercial, and immediately, it grips you to the screen and builds to the song’s thrilling finale, which coincides withall kinds of JRPG goodnessflashing across the screen.
At that point, you don’t even know what kind of game it is, but you know it’s epic and you want it. That’s all this ad campaign needed to do, and it did it perfectly.
7Call of Duty: Black Ops
Soldier In All Of Us
Call of Duty: Black Ops
The original Call of Duty: Black Ops was the start of a new chapter of the already wildly successful mega-franchise, and while the talk of “the same thing over and over” would echo throughout the internet halls, the machine kept churning.
One thing that garnered hype for the new game was this epic commercial, featuring multiple celebrities like Kobe Bryant and Jimmy Kimmel.
It managed to do something that is certainly not easy to do these days and that is make war funny. It showed normal people and celebrities picking up machine guns and blowing up helicopters, and it all culminates with the iconic chef at the end dual wielding pistols and reloading as the phrase “There’s a soldier in all of us” appears.
Just like that, whoever saw that commercial that owned or knew someone with a video game console was in. It also had “Gimme Shelter” by The Rolling Stones playing over it, which, according to media history, automatically makes something awesome.
6Kingdom Hearts
A Team-Up For The Ages
Kingdom Hearts
Kingdom Heartsis one of those games that must’ve been impossible to create an ad for. Do you cater to the Disney crowd or theFinal Fantasy crowd?
It’s an impossible question as both were at the top of their game in the early 2000s, yet, they managed to knock it out of the park with this commercial.
The song playing immediately gives the feeling that this won’t be as kid-friendly as it seems, so that gets the Final Fantasy fans stirring. Then, the Disney characters start appearing, and you’re able to see how the Disney fans got hooked.
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It all wraps up with the ominous Ansem appearing and, despite what every part of your gamer soul told you, you knew there was magic to be found in this game.
Long Live Play
This commercial was brilliant in its simplicity. It’s all the iconic SONY characters you may imagine hanging out in a bar.
From Solid Snake to Nathan Drake and everyone in between, these characters talk about all the moments they’ve been through.
You’re not sure where it’s going until the end, when it becomes clear they’re talking about the player.
There is incredible voice acting throughout the commercial too, bringing your favorite characters to life, and it’s a funny but charming tribute to the player who has taken the adventures with all of these icons.
4Metal Gear Solid
Gaming Cinema Is Born
Metal Gear Solid
Metal Gear Solidis one of the mostwell-known gaming franchisesof all-time, and part of the popularity started with this commercial.
In 1998, games simply didn’t look like this, and they certainly didn’t present themselves with this level of maturity.
This was a movie in video game form, and when it aired on TV back then in between episodes of Dragonball Z, I remember just thinking, “What is that, and why don’t I have a PlayStation yet?”
It was a system seller in every sense of the word, and this commercial engaged the gaming minds of millions and led to our enduring fandom to this day.
Life’s Short, Play More
When Xbox came onto the scene, Nintendo and Sony were at the top of their game. Microsoft needed to make a statement with its new console, and this commercial set the tone.
It shows a baby being born then being flung through time, aging, naked until he lands as an old man in the grave. It’s hilarious, disturbing, and compelling all in one.
It showcased an attitude from Xbox that would define them as the champions of their era, and this commercial, being one of the first viral commercials in a pre-Youtube era, was a big reason why.
2Nintendo Wii
We Would Like To Play
The Nintendo Wii was a breakthrough moment in gaming. It brought us off our couches and actually required some hand-eye coordination and athletic ability to play video games for the first time ever.
This ad campaign was a perfect way to jump into the era of the Wii. It was weird, awkward, and then incredibly engaging.
Which is a pretty good way to describe what playing the Wii was like. This commercial defined an evolution in gaming that we’re still seeing make an impact today with the VR landscape.
1Gears of War
Gears of War
Gears of Warcame out in 2006, and Xbox had its next killer app on hand. System seller, best in the series, whatever you want to call it — the superlatives are backed up.
The way it initially gained hype was through this incredible commercial, with Gary Jule’s cover of Mad World playing in the background, setting a melancholy tone as you see the devastation of the Locusts amidst the struggle of humanity.
It’s intimate and terrifying, somber and exciting; it hits every single note that the series was about to deliver and hits them with incredible precision.
I saw this commercial when it was released, and I still vividly remember the image of Marcus encountering the hulking Locust at the end.
It’s all any of my friends could talk about after we saw it, and that feeling was shared by tons of gamers around the world.
It truly was the greatest video game commercial ever, and everything since has yet to reach its heights.
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