With nearly 2.5 Million views after a little less than 3 days on the web and on the eve of it's release, the new Call of Duty: Modern Warfare 3 spot can already be claimed as a viral success. However, it is almost expected for a highly anticipated video game of this caliber. So, the instant intrigue and popularity isn't all that rare. But beyond the cultish culture of gamers, what makes this spot a stand out? It's clearly the Celebrity Endorsement that Activision continue to employ. From AdWeek:
There's a solid strategic underpinning to the pairing. Activision says it wants to crush the sales figures of last year's Black Ops title, which itself was staggeringly popular. To do so, it needs to attract plenty of new players, while obviously not alienating the more experienced gamers. Worthington and Hill are perfect for this challenge—the Avatar stud teaching the Knocked Up slacker to toughen up. The humor is nicely woven in, giving way to an epic ending that's expertly executed. (Visually, the spot is as impressive throughout as any video-game advertising you'll see.)
This spot is good, with a great use of celebrity power and contradiction to create interest. However, it should be noted that while visually, it's more stunning, it pales in comparison to the spot that was created for Call of Duty: Black Ops' last year. That spot included celebrity endorsements from Kobe Bryant and Jimmy Kimmel – not to mention a slew of regular joes/gamers. Despite that, the cameo of Dwight Howard rolling across the screen was pretty spectacular.
Video games are becoming a constant for actors, where they are actually part of the game, and for all celebrities when it comes to introducing them to new audiences through Celebrity Endorsements. Celebrity Pitch featured an article about Video Game Celebrity Endorsement from EA Sports for FIFA Soccer 12 just this October (See: "Steve Nash, Hope Solo, Landon Donovan, Tim Lincecum PLAY"). Looking for more to come as video games try to break new ground and find new fans.