![]() “’The Vet and the Noob’ is almost a literal realization of that objective,” says Cole. The only way to make significant gains on an already huge gaming audience is to draw in new players, while being mindful of the sensibilities of millions of hardcore existing fans. The previous record holder: 2009’s Call of Duty Modern Warfare 2. That title was reported to be the biggest entertainment launch in history when sales topped $650 million within five days of launch and sales climbed to $1 billion faster than any other game. “They didn’t want to just exceed last year’s results,” says Cole “they wanted to crush them.” And these weren’t just any results 2010’s Black Ops put the game franchise in the record books. The business goals for the MW3 launch were unsubtle, and daunting, says 72andSunny cofounder and chief creative officer, Glenn Cole. last year via a much-discussed spot for Call of Duty Black Ops, which featured everyday people (and a few celebs) immersed in battle. The MW3 campaign is a continuation of the “There’s a Soldier in all of Us” positioning, introduced by TBWA/Chiat/Day L.A. It’s an accessible narrative for the real newbies in the audience, but the sequences also provide layers of meaning for COD vets–Hill’s uniform patches, for example, change through the spot as they do in the game, and he makes the common noob mistake of using an RPG in a small space Worthington uses the surface-to-air missile turrets that skilled players can access in the game. As the armed action progresses, through a Berlin skyscraper, the streets of Paris, and the interior of an airborne plane, Hill acquires skills, and ultimately, veteran status and swagger. The film begins with Hill ( Get Him to The Greek, Superbad, Moneyball) bumbling through a burned-out New York war zone, with Worthington ( Avatar, Clash of the Titans) as the battle-hardened foil. ![]() The launch campaign centers on a 90-second trailer based on the veteran/newbie premise, starring Sam Worthington and Jonah Hill and directed by Peter Berg.
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