Helghast in HD – Killzone 2 Ads Hit TV

Posted by Scott Steinberg // VP of Product Marketing

Thank you all for your support and confidence in Killzone 2. Its debut starts a relentless flood of AAA exclusives on the PlayStation 3 – a line up that I consider to be our strongest yet. And I am confident this game will inspire many of you who've been waiting for the right time to buy a PS3. It is a true testament to what "Only on PlayStation" means.

We're excited the promise of Killzone 2 has been realized and has exceeded expectations due to the tireless efforts and dedication of Guerrilla Games. I can't thank the development team enough for remaining true to the vision and producing one of the most impressive games in recent memory – on any platform. The pre-order numbers only reinforce your great enthusiasm for the game and we're pleased the game reviews show the same.

[Zeus Lee]

Eh.

[UNCyrus]

I like how the teaser starts at the sniper's eye, and ends at the enemy's eye... great headshot..

[Sasanova]

i just shat bricks

[Liquid Dust]

Gorgeous

this is pretty cool too--> "At the risk of stating the obvious – the Killzone 2 engine is phenomenally powerful. To offer you some insight into the technology behind this game, we will release a playable version of this in-engine ad vignette on the PlayStation Network coming in March. You’ll be able to control the camera and hear director commentary on how the production was completed using only the game’s technology. The project codename is “Killzone in 4-D” – hope you can check it out. "

[Rikyfree]

Ummm, Feline. It's all in game.

[arika]

i believe its going to work. for a mere 35 seconds it was able to show off the unparalleled graphics engine in the game like water effect, destructible environment, particle effect, details on every soldier on the battlefield and the overall feel of war in your face and i love the quote on the end "WAR.PERFECTED!" perfection indeed!

[no-spin]

Korn "Freak on a leash" music video
sweet

[Elimin8]

FPS Perfected

[Grooski]

Feline, Gears 2 commercials were nothing but CGI and look how well that sold.

[Lifendz]

now just get a PSN ad out that states the service is 100% free and you'll be in business. Again, like the ad and hope to see it during Family Guy, South Park, Seinfeld, and various MTV shows and on ESPN. Basically any channel that has a show with a demographic similar to the gaming demographic.

[darthv72]

is that some sort of dig to "combat evolved"?

[Blaze929]

...what in the world was THAT!?

[IzKyD1331]

It would have been smarter if they had a note that says "The following consists of in-game footage" or something, or else everyone will just assume their showing CGI footage

[CrimsonFox13]

Yeah. If they had either someone saying "The following is all in-game graphics" or had the text pop up during the commercial, it would sell more. I mean, everyone wants to play a game with near-CGI quality graphics, right?

[xwabbit]

Its was good but Ima be honest.... it didn't really hype me :/. I love this game 4 sure and its freaking amazing cus i played the demo but if I didn't know anything about that game and i see that commercial i dk... i wouldn't feel that hyped about getting it. It was good but I'm sure it could of been better if M$ had a hold of it.

[bpac123456789]

This ad fails. It's too impressive anyone who hasn't heard of Killzone 2 will think it's nothing but CGI, and the trailer will get nothing more than a "that's cool" from most people.
They need to show realtime gameplay because slowed down it looks like a cutscene. Or they need to put at the beggining "actual gameplay," better yet they should have this at the bottom of the screen the entire time.
- I hope sony has another trailer.

p.s: yes, all of us on n4g know it's real time and is actually what the game looks like, but nobody else knows that and that's going to hurt sony.

[Cronnie]

720p version on YouTube here;
http://www.youtube.com/watc...

Source;
http://www.gamersdigest.net...

[alster23]

war, war has changed

war, war never changes

war, war has perfected

[MNicholas]

that these are in-game graphics and not CGI.

[Lich120]

I think the thing is they couldn't claim it was in game (even though the graphics are very similar to that) because they added rendering effects and the scene was staged. That is, you won't see anything like that in game. Just like gears commercials were similar to in game but were clearly staged.

[Cicinho]

Yeah because the first gears commercial really didn't help that or the mad world song. All them people where just going to buy it anyway...

This was the first good ps3 ad I have seen. Much improved on those pathetic LBP excuses...

[N4360G]

Awesome ad,Killzone 2 is going to be sweet,only 7 days left!!

[ProperFunked]

god plz no!!!, no more hardcore music backing war video games, its done and dead. no more "let the bodies hit the floor"(i know thats not korn's song) crap, cant stand that shiz anymore my god!!!!, where the creativtiy, ballet of death was one of the best ive seen, other then that i only hear the same sh*tty song being used over and over for every damn video game video(well not all but you get what im saying), its sad.

[majorsuave]

Looks damn good. I wish it will be ported to PC.

Yep, no matter how hard I want, I just can't bring myself to play a shooter without a mouse and a keyboard.

[Parapraxis]

BOOM! HEADSHOT!
Very nice teaser ad, can't wait to see more.

[edhe]

This is far better tha the other one i've seen which was helghast people ou and about.. maybe for a drink, not sure.

However they need to angle it more to the casual to get some market buy-in like what feline said - notes about it being in game, opint out the multiplayer, and show more than grey & brown for god's sake.

[ECKOo9]

This is coming from a huge Metal Gear Solid fan with a love for long drawn out story telling cut scenes. This had none of that and it still caught my attention, impressive and strangely elegant. The casual market doesn't know what the hell CGI or pre-rendered even means in gaming terms, while these are in game, people are stupid and they will buy it not even knowing that this is what the game actually looks like.

[christian hour]

Haha boom headshot is right.

I'm just curious! But is the bullet in the ad not cg? Because in the demo of seen things rounder and larger than that bullet was and even they up cloce, you could see the blockiness, but that bullet up that close was just as beautiful as a much bigger helghast up near your face. It had to have been cg, no way they fit that much detail into that tiny bullet. It just doesnt ad up.

Now i'm not naysaying killzone 2's graphics. THey're amazing, best i've ever seen this console generation, and no doubt a showcase of the ps3's power, but that bullet just seems too good... Ya know? Even walls close up in the game don't look as good as that bullet.

What i'm really trying to say is, This game looks amazing, every inch of it is as detailed as a stanley kubrik film. But this ad doesn't show that off I do not think, and there was no need to a (possibly) CG bullet. If i'm wrong and thats how detailed the bullets are in game, i'll retract my statement. but i felt the need to say it... cos i had a few pints down the local... and then a few joints... and thats what i'm blaming this on. haha.

[Playa7970]

nice.. awesome......

[foo]

hope this isnt the only one they're putting out

[Parapraxis]

They have an "ad campaign" for KZ2, that means there will be lots of different ads in different media outlets....in most cases, lol never count out Sony though when it comes to shoddy advertising as of late. I kid , I kid.
I am pretty sure there'll be several TV spots alone.

[Marcelles25]

sony sucks at advertising thats a really good commercial but if they should of put at the beggining "what can you get when you cross a next-gen console with a next-gen game" then be like "This and roll the commercial that would of been awesome

[Erotic Sheep]

"what can you get when you cross a next-gen console with a next-gen game"

Wow.. dont ever go in marketing. Really that sounds just horrible :|

[christian hour]

It might have worked in the early to mid nineties!

"what can you get when you cross a next-gen console with a next-gen game"

A TOTALLY RAD 3D VIRTUAL REALITY EXPERIENCE!

[Marcelles25]

yeah it is pretty cheesy
what about just "these are real time graphics"
then role the clip Yeah?

[christian hour]

how about "Prepare to have your mind raped by glorious HD visuals... at last! ... ... In the ear!" haha. Thats why i don't work in advertising :P

[Zeus Lee]

1)It doesn't show the gameplay.

2)It doesn't notify the consumer whether the game is out or is coming out.

3)It puts the player identity in the wrong hands,i.e where is Sev?Rico?

4)It's too short.

Anyways,I expected Sony to drop the ball with the official Ad,and here we are...

[Fishy Fingers]

Everyone is so damn negative ;)

[Parapraxis]

Why not just edit your first post (which is rubbish BTW) and say this?
As for your numerical breakdown, let me clarify for you.

1)It does show the gameplay, from the perspective of a bullet.

2)That will most likely be added at the end of the commercial.

3)That is Sev.

4)It's a teaser.

Dropped the ball eh? From the sounds of it you wouldn't be happy with any ad, no matter how "epic" it was.

[thor]

Reasons the ad is great:

1) It looks awesome

2) It hints at the gameplay, whilst getting you intrigued as to what the game is about

3) It gets Killzone out there to the masses - they might not have heard about it at all. Just think - YOU have seen and played more KZ2 than 99% of people out there - think what they are going to feel when they try out the demo because they saw the name on TV.

I also think that it will probably be modified in different forms, and there will be other adverts to say when the release date is. Seriously, the #1 most important thing is getting it out there. After that, it's just making it look pretty. And it is pretty.

[Chris399]

Just Master Chief (sorry, but as a half-Native American, I find the name odd - I know it comes from "master" and "chief" military slang, but it just sounds ridiculous) standing all stoic and silent. At least this commercial was rendered with the tech that you will see in game.

Cool ad. I liked it very much.

[Karum]

I agree, the only 2 things that need added are the release date and a message, somewhere stating that it is hpw the game actually looks and not "graphics representative of gameplay" like other games do.

[Millah]

Um great game ads rarely actually show gameplay buddy. Halo 3 and Gears of War 1 are 2 prime examples.

[Rikyfree]

@ Para- That's not Sev, it's Narville. Check the hair.

[Parapraxis]

My bad Rikyfree...I guess I'm 3/4 lol.
To the millions of people out there though who are not already following KZ2 to the extent more "hardcore" fans are, whether or not it's the lead character will be of little to no concern.

This ad is intended to pique interest, and in my opinion it does that very well.

[Gambit07]

I think you guys forgot a lil CGI trailer for FF7.

[ECKOo9]

while all the things you are pointing out are good to gamers. The casual gamer consumer person doesn't give a flying f about any of those things and all they car about is cool. And that trailer is pretty f'n cool!

[Fishy Fingers]

Amazing! Really nice.

Reminds me of a KORN music video, forget which one.

[Parapraxis]

That would be the "Freak on a Leash" music video. ;)
And yes, It reminds me of that as well, which is loads of awesome.

[hardcorehippiez]

and yea the artwork for that video was created by spawns artist tod mcparland .

[JD_Shadow]

Here:

[dalibor]

He also created Venom from the Spider-man universe if ya didn't know.

[techie]

"To offer you some insight into the technology behind this game, we will release a playable version of this in-engine ad vignette on the PlayStation Network coming in March. You’ll be able to control the camera and hear director commentary on how the production was completed using only the game’s technology. The project codename is “Killzone in 4-D” – hope you can check it out."

:O :O :O

[Fishy Fingers]

"4D"... LOL... brings back some memories.

Sounds kick ass though, I'll be downloading for sure.

[INehalemEXI]

sweet.

[Zeus Lee]

http://www.youtube.com/watc...

Notice how they answer questions with the Ad rather than raise them....

[thor]

Raising questions is what you WANT to do in an ad.

The most successful adverts are the ones that are weird, that you remember, even those that have little bearing on the product itself. Not ones that tell you everything about it. People will now take a look at KZ2. When they're in the shop, they'll see KZ2 on the shelf and consider it. They'll search the web for trailers and gameplay videos.

Most advertising works by simply making you choose, subconsciously, that particular product when you might buy something else. If you go out to buy a game, are you going to buy some random game you've never heard of, or Killzone 2 which you saw that advert for? You'd at least consider Killzone 2, and when it says "5/5 stars" on the front, you are very likely to buy it.

Edit: I seem to be getting disagrees. If you manage to raise the question in somebody's head, "What is Killzone 2?", then your ad has succeeded. As soon as they see it on the shelf they can find out. Then they will probably buy it.

[Parapraxis]

uhhhg...your first comment was "eh"
People hit disagree because it's a stupid comment that says nothing. Why didn't you just post "FIRST!!!" and get it over with.

If you have no comment, don't take the 1st one which is usually the most focused comment on any article.

[DARKDRAGON254]

umm that didnt answer a question. All it did was show some cutscenes and a tiny bit of gameplay of people running shooting screaming and an explosion.

[DARKDRAGON254]

I agree. I have several friends here in NY that work at the 2nd largest Ad agency in the world(Publicis). You do want curiousity. Remember the first tv spot for the Matrix? All it showed was Neo dodging bullets and it said "What is the Matrix?" That was it.

[Beg For Mercy]

sony always goes for the very artistic high class approach

[MrJack]

Really shows off the graphics! And 35 seconds isn't too short!

[Lord Shuhei Yoshida]

Excellent.Another great commercial for another AAA game found exclusively on the Playstation 3.

Soon it will begin again...the rise of anti-PS3 articles will rise and fail against the Killzone 2 onslaught

May the CELL be with you

[Sir Ken_Kutaragi]

.____....____....____
|.......|...|................ .|
|____|...|____....____|
|...................|........ .|
|............____|...____| ;-P

PLAYSTATION®3 + KILLZONE 2™

Yep, i bet the PS3 hate will get worse from now on...just like when MGS4 + LBP + R2 came out. Oh well i'll/we can enjoy these AMAZING games ;-P while they talk CR*P!!!
;)

[IzKyD1331]

It's almost over for the 360

[Cronnie]

Available on YouTube in 720p;
http://www.youtube.com/watc...

Source;
http://www.gamersdigest.net...

[she00win99]

the killzone spanish Ad is great too
http://www.wisevid.com/view...

[silverchode]

its was surprisingly quite good

[Jerk120]

Sucky game, sucky ad, sucky console.

Sony needs to DROP IT.

This gen belongs to the Xbox and it doesn't matter what crappy game Sony pulls out of their ass because none of them will change that.

But, hey, you can hope, right?

Just like you always have.

[Obama]

The only thing u are able to covey is that you like to suck a lot.

[Kratos19]

"This gen belongs to the Xbox"

^That made me laugh. What crap.

[Lord Shuhei Yoshida]

Thank you President Obama.I'm glad I supported the right candidate and the right console

[Pennywise]

Only thing that needs to drop is YOUR BUBBLES!

[queerbearandchicken]

lets get him down to 1 bubble!

[cmrbe]

tells the truth.

[Obama]

Bubble to you all except to that d!ck.

[dkgshiz]

The ad was on Comedy Central.

[Karum]

I think if you're into games at all that this ad will get you curious.

[Zeus Lee]

Are you honestly trying to label me a non-Sony fan?

Jesus Christ,take a look at my damn comment history.This Ad does not succeed in selling Killzone 2,period.The blame rests solely on Sony's marketing department,disagree all you want,but if there's 1 thing I've learned this generation is just how crucial marketing is in selling games.

[Parapraxis]

No, you're labelling yourself as a fool. =)

[thor]

I take it you're a marketing expert, then.

Tell me, what other ad would have been more effective?

Could you create a better ad yourself?

Actual gameplay doesn't work in general because, as exciting as it may be, it actually has a lot of nothing happening and a good section of gameplay would take up quite some time to show in an ad. Furthermore, if you show just gameplay without changing the camera angles and mixing it up a bit, it looks a bit lacklustre. So the only ads with gameplay you will find use very short clips of stuff exploding and people shooting all put together. At least this ad is inventive. There are 1000s of ads like this (in terms of general style), so they must work or they wouldn't be used.

[Giriath]

Of course the ad does not succeed in selling Killzone 2. It hasn't been released yet. I think I'm going to have to agree with Parapraxis and label you as a fool.

[evrfighter]

ah but the ad HAS been released someone just said they saw it on comedy central. I agree with zeus though this ad doesn't even pique my interest. If a person has to research a game to see gameplay because a commercial won't show it where do you think their going to go?

Thats right youtube. all will be lost when their looking at dull colors at youtube quality.

[Omega4]

Wow that was actually decent, for once

[eagle21]

Feb. 27th! :)

[Rythrine]

That ad kinda reminded me of the beginning and ending scene of the movie "Wanted" :)

Whew, just a couple of days left. Perfect timing for releasing this game on a Friday, too. No work the following day. It'll be a Killzone weekend.

[Microsoft Xbox 360]

"At the risk of stating the obvious – the Killzone 2 engine is phenomenally powerful. To offer you some insight into the technology behind this game, we will release a playable version of this in-engine ad vignette on the PlayStation Network coming in March. You’ll be able to control the camera and hear director commentary on how the production was completed using only the game’s technology. The project codename is “Killzone in 4-D” – hope you can check it out."

Read that. Damn that trailer looked CGI, no joke. Its realtime and we are going to be able to control it in March. Awesome.

[Hallucinate]

i think it is CGI..not sure though

[Pennywise]

HALLUCINATE. ...... .. . . Get real. That is the in game engine. I know people will assume that is CGI, but this engine is AMAZING.

So... you are wrong assuming that.

[kickaski]

that is the most amazing text i have read in like a few years. IN PS3 I TRUST!

[Hallucinate]

lol apparently..look at all those disagrees =D

[dan88123]

yay!

[silvacrest]

i liked it

still...i wanna be overwhelmed with killzone ads

[slave2Dcontroller]

PISS POOR! sure it looks cool but where is the rest of it? (hit disagree now) Where is the gameplay? People need to see how awsome it is! This just isn't just some game for PS3, It is THEE most highly anticipated PS3 exclusive of 2009!

People NEED to see this game in action, Not no damn teaser! This is something you show in mid dev cycle of a game like they are doing with Uncharted2 and GOW3.

This game is 8DAYS AWAY, not a year! Way to muck up something that is so EASILY marketable to the masses. Its not like LBP where it was hard to describe what kind of game it was, which i still dont see where all the confusion layed. ITS A PLATFORMER! Killzone is Sony's flagship title of 09 and this is the treatment it gets? I'm callin lame on this one, Sony fan or not!

At any rate, Sony needs their ass kicked for this, but C'MON February 27th, I want my Killzone2!!!

[Hallucinate]

actually gameplay woulda just been mindless..they would see it and thats it..at least with this it grabs your attention..gameplay never sells a game when it comes to TV adverts.that said..i cant tell if this is in engine and touched up a bit in 'videoshop' (if that even exsist) or is it CGI?

[bnaked]

You are a noob! There is no game ad out there, which shows many gameplay szenes..

[slave2Dcontroller]

disagree on your comment, I am going to verbally disagree with you. In my first paragraph I mentioned it looked cool but where is the rest of it. By that I meant they should've followed what the ad already intels and THEN go show some game play.

I think the ad was a mixture of In game footage and a CGI bullet.

@bnaked-2.2 you have been a member of this site for what.. 4 days... NOOB? talk to me in a year now bgone.

[iHEARTboobs]

“Every single frame of this commercial was directly rendered on a PS3 without the need for additional tweaking or touching up. We’re very proud that our game engine technology has reached the point where we don’t have to resort to software pre-rendering,” said Hermen Hulst, Managing Director. “In that regard it is a testament to our commitment to deliver on what we promise. What you see is what you get.”
-From an official SCEA press release
http://playstationlifestyle...

edit: Probably not, but not every game has to drive that message home. To me, it looked awesome. That would be enough to generate my interest and want to further investigate the game. Might not be the "perfect" ad but it serves a purpose.

[slave2Dcontroller]

Yes! but is the average consumer watching the ad on TV gonna know that?! Thats the point I'm trying to hammer home.

[Lord Shuhei Yoshida]

Hahahahaha success for Sony and failure for Microsoft

http://www.n4g.com/xbox360/...

[Jerk120]

I wonder if you'll still be saying that when Forza 3 wipes the floor with Gran Turismo 5s face.

Yup, Gran Turismo has always been the superior game.

Wait, what? That's not true? Critic opinions say so? Well, damn.

You wanna take down my bubbles? GO FOR IT.

It doesn't take much effort to make a new account.

You'll NEVER shut me up.

There will always be people that will tell the truth how it is, people like me.

[smokey_vols]

Silly boy, everyone knows GT5 is going to be KING of racing games.

[pwnsause]

highly doubt that will ever happen. That is why they released a prologue so that they can receieve feedback from the community on what they want, what they dont want and what to fix.

[Queers of War]

how would that be possible when forza and its sh*t graphics are on 2 disks, only 400 cars, going up against gt5s photo realistic graphics and 900 cars?

and i should add that gt2 had more cars than forza 3 will have XD

[Microsoft Xbox 360]

Forza 3 is an arcade racer. GT5 is a simulator. GT5 has physics and graphic realism. Forza has the realistic features of a turd.

[Lord Shuhei Yoshida]

Hahahaha you puppet

Forza 3 is not competing against Gran Turismo.Forza 3 is competing against Mario Kart Wii and Calling All Cars XD

[jBat17]

but it doesn't matter.. you can't drive because all you can see are jaggies.. that's one ugly game.. GT4 on the ps2 had better graphics than that POS

[MerkinMax]

Have this statement at the beginning. "The following footage is in-game, none of that pre-rendered bullsh!t" Well, maybe minus the stuff after the comma ;) Oh, and the "War Perfected" slogan has just climbed it's way to top of my list, and now is along side "Combat Evolved"

[Zeus Lee]

Yes I could,are you paying?

It's easy to disagree with the truth,so I'll step away from this topic.We'll talk about Killzone 2 again once the sales numbers are in,since you're so sure this Ad works?

See ya later!

[Spike47]

Notice I said "teaser". Funny how some complain about it not showing gameplay. All of a sudden Killzone 2 becomes an exception to where it has to show gameplay.

[gauravraw]

M playing it right now. Skirmish mode is just too amazing, m not even touching the SP for now.

[OOG]

better then the other ones that have been posted here... but still isnt enough for new customers.... they ads seem more for the people aware of the game....

yes the ad may spark some interest... but it doesnt really spark much interest....because it just doesnt offer any major interest.....

ah well hopfully they will figure it out....

ill have my copy anyway lol

[Zeus Lee]

It's nice to know there's at least 1 Sony fan that can think logically about the Ad and what Sony's marketing SHOULD have done with Killzone 2.

Anyways,I'm off.Like I said above,see you guys when the numbers are in.

[WhittO]

it was a great ad, wish they would show that here in the UK but we just have that "heart beat" one that doesnt show off the games graphics at all really.

Still atleast they are advertising it !! I have seen like 4 ads in the last day which is more than i have seen in the last 5 months!
(1 for LBP and 3 for Killzone, that were actually on channels people watch haha)

[bigjclassic]

they need to play the hell outta this ad during WWE.

[JD_Shadow]

I'll add to this:

Would it be nice if Sony and Killzone 2 would to be an official sponsor for the upcoming Wrestlemania 25? THAT would be awesome to see them do. The name plastered right on the WWE's cornerstone PPV, especially the 25th anniversary of the event. Like, everytime they do the advert to tell everyone about when WM25 is coming during RAW, SD, or ECW, Killzone 2 would be mentioned because it's sponsoring the event.

That would give it a HELL of a lot of advertising.

[Pennywise]

That was one sweet commercial.

[Grooski]

This is a good ad - Sony starting to be redeemed with their marketing. Now run it until we are sick of it.

[Aeroglyphics]

As a K2 fan I love the ad. As a consumer I didn't get any information that would make this game stand out. Are those the game graphics? As a consumer I was not told. Is it a FPS? Not told that either. There just isn't enough information shown or given. I realize that game play from Killzone is very violent and not acceptable for TV ads, but at least show the characters running around without the shooting. I know that Gears and Halo both had ads without game play, but that only worked because everyone knew what those games were. Killzone 2 isn't a household name yet like the other two. Unless they have other TV ads that actually show game play Sony have just shot themselves in the foot again. Sigh

[Hallucinate]

see those questions you asked right there? yea looks like the ad succeded

[Aeroglyphics]

Yeah except most "average" consumers don't know the answers and won't try to find them either. Not to mention most will just think this is bad pre-rendered cgi and not pay the ad the attention it deserves.

[Hallucinate]

although your probably right..but the point of commercials is to get people to remember the product..and well yea hopfully this works..they should really put "in game" at the bottom

[maverick1191]

its funny how sleipnir says all this stuff and then just gets owned by everyone hes such a fanboy he clearly is jealous no game on xbox competes he cant even name them and dont say gears yes its good graphically but it doesnt have the gameplay to beat killzone 2 i feel sorry for you sleipnir you dont care about what you say and you lose bubbles i'll give you a bubble oh no my finger pressed on - a bubble sorry troll

[TheMART]

I think the video that was released on PSN also with all the different death falling helghasts on that music would have been more impressive and had shown more about the game and its main thing the great death animations and how enemies drop to the floor.

Why not that one?

[Microsoft Xbox 360]

I can agree with you on that. That's the Ballet of Death trailer.

[dazzalfc]

That trailer has been shown in the UK on the odd occassion. It was on last night after a movie on Sky Movies (forget which movie channel) and i've spotted it on the sports channels of a night time once or twice. So it is out there :)

[maverick1191]

thats got a couple of thousand more sales nice ad looks better than the UK one over here sony are making the ads count ive seen tons of Kz2 ads and LBP ads this week i hope they keep this going well done GG and sony

[Bathyj]

"a relentless flood"

Nice.

And not that anoying flood either with no hit responses, like shooting a bag of water.

[James Vanderbeek]

very good ad.. and guess what guys?? we get to play this in march.. read the full article.. i cant wait to check this out..

"To offer you some insight into the technology behind this game, we will release a playable version of this in-engine ad vignette on the PlayStation Network coming in March. You’ll be able to control the camera and hear director commentary on how the production was completed using only the game’s technology. The project codename is “Killzone in 4-D” – hope you can check it out."

[SRuN4]

Doesn't matter how good or bad the ad is, it's more about how many times are the masses going to see the ad in a given day, what networks is the ad going to be on and how much is the marketing budget for this game? If nobody sees the ad it doesnt matter how good or bad it is.

[Premonition]

Nice commercial but why is it that sony never puts a release date on there, I mean i would since its a pretty big release. It might boost sales even more if the general public knew when this game was be release.

[doctorstrange]

i loved it but i wonder if people will get it

[Mr PS3]

.

[zainkool]

Great ad, can't wait to see the ad on tv

[RedVsBlue]

If Sony wants this game to succeed past fan boys. They need to air this during 24, Chuck, Lost, Heroes, Supernatural, Battlestar Galactica etc but they are to cheap for that. Last year Chuck pretty much promoted Call Of Duty & the XBOX 360. Lets see Chuck & Morgan play KIllzone

[FPShooter]

I like this trailer. hope it shows up everywhere

[Jamaicangmr]

Oh Sony's Marketing department does exsist i actually thought it was a myth or a urban legend like the lock nest monster or something.

Good job guys very nice add. Now go forth an make everyone sick of seeing it.

[Mc187]

Can't wait to download it later tonight.

[weezy12]

i like the trailer i guess but i mean the fact that he says no music a catchy tune is good advertising and gets name recognition think "im a mercenary" mercs two isnt as good of a game but im saying give us a tune to remember gears 1 as much as i openly dislike microsoft and their business practices gears 1 had mad world i just want everything possible to be done for this game to be recognized and sell but i still have friends that own a ps3 that i tell to dl the demo who cant because it on the European and they arnt willing to make an account to try out a game they have never heard of or seen and here we are 8 days before release i want to see a commercial during every mtv show comedy central show in the middle of sports center after kobe drops 60 on the hornets tomorrow and cp3 has a triple double i want to see kobes game winner sponsored by killzone lol im goin a lil over board but you guys know what i mean i thought they were going all out and the only commercials i have seen are on the internet and the best one the super bowl ad turned out to be fake i was soo pumped just because it was gonna be seen by every male in america but da well im rambling but im right as always lol jk

[RedVsBlue]

Microsoft does it best though Jamaicangmr, Sony needs at look at how Microsoft does it

[Jamaicangmr]

Yeah i'd have to agree case in point the adds for the 1st Gears. That add was very memorable an very well done. I don't expect Sony to do the same a they did with Halo 3. I just want them to put as much muscle as they did behind say God of War 2.

Here's to Sony really pushing Killzone 2 down consumers throats.

[Jsynn7]

This commercial is cool BUT I believe it's being shown at the wrong time. This commercial should be shown after a few other, more detailed and longer KZ2 commercials have been shown (i.e. in-game gameplay, date of release, etc.) the time for teasers is past with this game. There are a billion different vid clips on this that could be showcased in commercials that would stun the public at large. None the less, this commercial is pretty hot. Hopefully, Sony will release more commercials for KZ2 especially now the game is moving into the home stretch. Sony should break out the fireworks, beautiful, high-kicking, dancing girls, and bears on tricycles to finally give this game that final huge marketing push. M$ did with Gears and Halo and look how they turned out. Sony should be shouting from the highest mountain top and let the world know that KZ2 is coming and it's gonna change the face of not only FPS's, but gaming in general.

[tordavis]

HE SAID 4D!! HE SAID IT!! 4D!!!

:)

[Edit] HOLY SH!T! Sweet commercial!

[soljah]

there's a rumor going around that gamestop is now putting limits on kill zone 2 pre orders 2 per customer.
after all this wait for the game release and sony can't meet demand
wtf sony not enough copies on lunch that stinks the game went gold over a month ago

[DragonWarrior46534]

I hope its on tna wrestling tonight.

[DJ]

WHAT?! That's gotta be an industry first.

[aj2009]

tell the folks the commercial is in-game, IN THE COMMERCIAL. not everybody reads the playstation blog website. I don't care how you do it, as long as it's tasteful.

[cmrbe]

for what its suppose to do. I think this ad's purpose is to

1. Raise peoples interest in KZ2, especially those that don't know about it.

2. Showcase what GG have been striving all along to recreate. Which is prefect war. Chaotic, messy, gritty and intense.

3. Showcase KZ2 visuals starting with the facial animation to water effects to destructible environments.

My only problem with the Ad is Sony didn't put a message on it that says its completely in-game. It looks too amazing and as such most people will think that they are not in-game. In this case i agree with Zeus Lee.

[Magic_The_Celt]

Wow that was amazing

if i saw that on TV and hadnt considered killzone 2 before..

[cmrbe]

Sony didn't put a text over voice over stating thats its all in-game is beyond me.

[Magic_The_Celt]

Yeah i thought that

id have "All In-game Footage"

[syphenlimit]

It's an effective ad, because of what it doesn't tell you. It's also really direct, just following the path of the round to its point of impact, while offering a look at what's going on all around. So, you do learn a lot about the game, even without direct-feed gameplay clips being interspersed.
Plus, there's no trickery, as that's all game tech, and importantly, it does a good job of portraying and delivering the fundamentals of the Killzone brand to the viewer.

Nice tagline for the media campaign, too. People will remember that, I believe, when they are out shopping, particularly because the phrase appears a few seconds later just as you think the ad's done, in silver grey ably standing out against the golden yellow of the Killzone logo.

[Figboy]

It was a creative use of 35 seconds, that's for sure, and it showed us a few things:

1) It looks really cool. In game graphics or not, it's the ART DESIGN that will get viewers attention.

Maybe it's because I'm old, but it simply amazes me that we are even at a point in gaming where we are arguing over whether or not they confirm it's in game, and not CGI. Just a GENERATION ago, it was painfully obvious when a game was rendering in game, and when they were using CGI. I remember reading constant stories all over the net about how companies like Activision released bull-trailers showing CG, and not in game.

2) It is rated "M" for Mature. So no whiny parents can complain about it being marketed towards kids.

3) It is only on Playstation 3.

4) It is also network enabled (as the Playstation Network logo is clearly evident in the "Only on Playstation" label).

I think some folks that are disappointed with the trailer are simply too much of a gamer to take it for what it is. Let me explain, US (all of us), are used to seeing gameplay footage. At this stage in the game, many a gamer is jaded, and MUST see in game, actual gameplay before they are even REMOTELY impressed by a game.

The masses DO NOT think this way. If it looks cool, they will go for it. How many movies have kickass trailers, only to be utter tripe in quality, and yet score big at the box office anyway?

Stepping away and looking at this as a non-gamer, this is what I would think of the Killzone 2 trailer.

Visuals: "That looks really cool" (it doesn't matter if it's in game or not, the art design is strong, the Helghast standing out the most).

Content: "That sniper just shot a bullet past a horde of enemies, through some columns, and into the dome of an enemy. BADASS! I would like to do that too."

Platform: "It's only on the Playstation 3. I have one, so I'll buy this game, or at least rent it, read reviews on it." or

"It's only on the Playstation 3. I don't own a Playstation 3, but this looks really cool, so I'll read up on it, and see if it's worth getting a PS3 for."

I think the ad succeeds in getting people interested about the game.

It was artsy, visually striking, and cool looking. Pretty much sums up the PS3 as a WHOLE. lol.

I don't fault anyone who is disappointed with the trailer, but we are a gaming culture spoiled by gameplay videos. The average gamer that doesn't peruse websites every day for gaming news are probably unaware of the hype and drama surrounding Killzone 2, or MOST games for that matter.

Considering that this ad will be aired multiple times before AND after Killzone 2 hits store shelves next week, the little details about it will start to seep in, and the consumer may begin to realize, or at least question, if the game actually has visuals like that. Once they look up some reviews, or check it out in stores (most stores will demo the game when it releases. at least, the store across the street does; they are currently demoing SFIV), and confirm.

If there is one game that could sell on graphics power alone, it's Killzone 2. The fact that the gameplay is equally as strong simply means the graphics whores in us all won't be shafted in the gameplay department either. You CAN have both graphics and gameplay in a game, despite what many like to spout off at every opportunity when a visually impressive game is revealed.

EDIT - by the way, i just checked the PSN, and the TV spot is available for download in 720p and 1080p. i'm in Los Angeles, and it's about 2:45pm right now, for reference. i don't know when the PSN updates everywhere else.

[thor]

Wow... very well said - have a bubble!

[Hallucinate]

it so rare to find some one who isnt self obsorbed and knows how advertising words =D..but your missing one thing..it HAS to say in game cause some people will think its prerended... and for the people that dont think.. well it would still be good to see a 'in game footage' at the bottom

[nycredude]

I think this ad is a great idea. Show it enough times a week before the games drops, get people who otherwise don't know about the game interested, then drop the hammer (demo a day before release in us) and instantly get more sales! I don't know how anyone who sees this (hints graphics; gameplay or cgi?), then plays the the demo (confirms graphics AND gameplay), can NOT be impressed and tempted to buy the game?!

[_Q_]

I like the slogan too. I think it'll intrigue some folks.

[Hercules]

30secs for a tv ad is not short at all, i thought it was the average time (correct me if im wrong please) but this is just precious, notice the water and how bullets firing are reflected, man this game looks so cool, oh well

happy gaming!!

uncharted2 ftw!!!

[abczby]

Come on you morons, you are all complaining that they didn't put "The following is all in-game footage" at the beginning like a bunch a little b*tches, and you know why it doesn't matter, it because first off, people who aren't absolutely obsessed with video games aren't going to sit there and say to themselves after watching that trailer "OMG IT DIDN'T SaYZ I-GaMEE FOoTAGE it MUsT bE A BAd GaM3!" Normal people will see that trailer and say "wow that was awesome", and second off, that wasn't in-game footage, the bullet was far more detailed than the ones in-game. All the character models and environments were made with the in-game ones, but parts of it clearly weren't.

[redsquad]

Don't know about the bullet.. this quote seems to suggest that EVERYTHING we see is in-game.

"...we will release a playable version of this in-engine ad vignette on the PlayStation Network coming in March. You’ll be able to control the camera and hear director commentary on how the production was completed using only the game’s technology. The project codename is “Killzone in 4-D” – hope you can check it out."

[shadow2797]

For the most part, I agree with you. I don't think people on here can accurately place themselves in the shoes of the casual gamer half as well as they think they can.

However, that last sentence bothers me. This trailer is "in-engine", but that doesn't mean the same as "in-game". The bullet in the trailer was rendered with the Killzone engine, just like everything else in the ad, and it runs through the engine. It's not prerendered. But that doesn't mean that every bullet fired in the actual game is rendered with that level of detail. That would be a waste of resources. I don't know which "other parts" you're referring to, but it's been stated a couple of times that everything in the ad is "in-engine". Believe it or not.

[cmrbe]

Look, this ad looks CGI. Sure most of us that know this game knows that its not. But most people that haven't seen KZ2 before which is the main audiance of this ad don't know this. This ad would have been super effective for those that don't know about KZ2 if it was stated that its all in game.

[redsquad]

Sublime! If they ever make a KILLZONE movie they needn't bother with actors - Just do the whole thing with the engine!!!;)

Looking forward to the 'interactive' download they mentioned too!

[bviperz]

ad to me. I fully expect follow-ups to this bad boy!

[Man_of_the_year]

Would someone PLEASE tell HipHopGamer that THIS is how you make a GREAT COMMERCIAL.

This is a commercial worthy of actually being aired during a superbowl.

Good job Sony. Excellent commercial.

[NateNater]

That could very well be the best video game advertisement iv'e ever seen! Except, where is the release date mentioned?

[thereapersson]

No CGI used here! Amazing!

I especially like how detailed the textures were, such as the facial texture on Sev. You can see the pores in his face!

[GEESE]

Don't hate on me, I'm a ps3 owner (don't have 360 either) but the soldiers don't look like that in game (ISA). I'm not so sure that's real time?
I'm not trolling...tell me its real time....please?
I mean, that wall damage debris does not look that detailed in game.

[redsquad]

"In-engine ad vignette" is mentioned in the write-up. If there's to be a downloadable version we can 'manipulate' then it must be all real time!

[Trebius]

I like this ad. It would definitely be better if they had placed a text on the bottom that mentioned it's actual in-engine footage. In any case i think it'll get the point across.

They have an Ad, thats all that matters, now i hope they run the ad on EVERY major channel during prime time.

[redsquad]

Thinking about it, Sony can't put an "in-game footage" caption as this specific scene won't be in the game.
On the other hand, if they put "in-engine footage", the general public might not have the foggiest idea what a 'game engine' actually is and just be confused by the statement.

[jmare]

For those who are b1tching about the commercial: Shut the fvck up! It is called a teaser for a reason and the most successful teaser ad of this generation was the "mad world" ad for gears 1. Take another look at it, not one single second of gameplay and it was still enough to propel gears to stardom. The same concept applies to the Killzone ad.

[Says you]

Commercials unlike most XBox 360 games that uses CGI like Gears of War and using toys like Halo 3 and I thought you XBox 360 fans are all about gameplay then why would Microsoft use touched up commercials like Gears of War and Gears of War 2 and use toys in Halo 3 commercial?.

[ELite_Ghost]

that was intense...

[ballsofsteel]

while a lot of people might complain that there was not info on the game or gameplay footage ads aren't meant to tell you about a game anymore they are just suppose to get you interested. i remember the great gears of war and halo 3 commercial they were really effective because they were unique and got 360 owner interest which made them look on the internet to find out about the game. now a day information is a couple clicks of a keyboard and mouse away so anyone who see's this ad and wants to find out more will be bombarded with tons of 9.0+ reviews glowing about how good KZ2 is

[denied]

why? cuz its to f'ing AWESOME to be legal for any need one to own on the PS3.the 360 has better movie scene that trail of KZ2 with real time engine graphis ...lol...HERE COME THE HATE FOR PS3...bing it xbox shyt heads bring it,what you got now? who got the real good games now? what? i cant hear you ....HAHAHAHAHAHAHAHAHAHAH go cry to your 360 that worthless piece of crap....

[CryofSilence]

Wow, nice commercial. :)

[denied]

you just came up with the quote of the century,((LET THE CELLS BE WITH YOU)) nice job hit them where it hurts, right on there faces..PS3 OWNS

[Cajun Chicken]

Halo: Combat Evolved...

Killzone 2...War. Perfected.

I love that. Nice subtitle tag.

[denied]

awesome.i'll see you guys online yeah let the LET THE CLAN WAR BEGIN!!!!!!! R2K 4 LIFE

[Mr Tretton]

"In anticipation of the Killzone 2 release, SCEA will also be launching a new television ad campaign this week in collaboration with Killzone 2 developer Guerrilla Games, Los Angeles based Zoic Studios and ad agency Deutsch LA. Coined the “Bullet” commercial, the new ad was rendered entirely in-engine via the incredible power of the Killzone 2 engine and PS3 technology to preserve the unique visual and epic gameplay experience.

"Every single frame of this commercial was directly rendered on a PS3 without the need for additional tweaking or touching up. We're very proud that our game engine technology has reached the point where we don't have to resort to software pre-rendering,” said Hermen Hulst, Managing Director. “In that regard it is a testament to our commitment to deliver on what we promise. What you see is what you get.”

SCEA will also be releasing a playable version of the ad, where users can control the camera view to explore the behind-the-scenes techniques used to create the ad. This version will also include a director’s commentary explaining the team’s efforts to develop a campaign that was true to the actual gaming experience."

[Cajun Chicken]

Wow. Playable ad? I must of missed that somewhere. Well, what can I say?...4D gaming.

[HDgamer]

Needs more ads, I think they should make some ads showing some of the scenes from the game.

[StoneySweatLeafs]

Job well done Sony. To bad its about a month to late.

[KarIostomy]

another cgi trailer?

[thereapersson]

I hope you're kidding, because otherwise you look like a complete moron with a statement like that.

It says RIGHT ON THE PAGE THEY ARE USING THE ENGINE TO RENDER EVERYTHING.

edit:

For further clarification --

57

Jeigh | February 19th, 2009 at 1:09 pm

Whoa! That’s all in-game? Send your boots to me by UPS and I’ll lick them clean! I look forward to messing with that commercial, even though I’ll already have been playing the game itself for awhile.

Scott Steinberg's Avatar

Scott Steinberg replied on February 19, 2009 at 5:06 pm

I’ll keep my boots. But yes, that’s all in-game.

[DeZimatoR]

Ignorance is bliss. And here it is, Guerrilla just shat on your face.

That's all in-game sucker. Mission Accomplished.

:P

Great add btw, and nice shot too! xS

[KarIostomy]

Yeah, a specially made vid using the engine that doesn't reflect gamplay.

That would explain the framerate problems in the vid.
Looks like the engine is being stretched a little too far on the ps3.

*shrugs*

[thereapersson]

If you look close at the bullet, you can see the reflection of the Helghast's eyes on the metal of the bullet!

THAT IS NUTS!!!!

[Silent]

Sonys doing good with the Ad. That video is nice

[yanikins111]

freakin awesome

[BMS84]

Some people complained about not releasing the ads earlier , but this actually good , it's a week from the officail release date, so if some people saw it earlier , they wanted to buy it and would her
" Ït's not out yet " IMO this is the perfect time for the ad.

[cyberwaffles]

that's it? they don't even tell you if it's CG or in-game. only the true kz2 fans will know this is in-game, but you're lame everyday gamer or tv watcher is going to assume it's your basic run-of-the-mill upcoming game with another CG commercial for promotion. sony could've at least put somewhere in the video that it's all in-game but they won't even do that? everyone is just going to remember the first killzone not being too great and when they see this, they're going to assume the same thing just because the ad doesn't differentiate the in-game rendering to CG.

[Superduper09]

I'd have liked to see some gameplay. Also release date was missing in that ad. Overall, still a nice ad though.

[chidori666]

amazing ad ONLY IN PS3 ANPOSSIBLE IN PS3, NOT IN 360.

[XtreemGamer]

This ad is awesome!! Definetly one of the best ad's out there...
And yes,it is in-game not CG.

[thehitman]

It doesnt matter if they say it or not... the object it to show an amazing game. If your sitting at your TV and dont think that looks amazing then your also probably too dumb to tell if its cgi or not. The slow motion was used for a reason to display the game.

But anyways I also think that the trailer of them showing the hit response wouldve been good to show at the superbowl half time or something or cut it down a bit and make it a commercial. If they advertise this enough it may help sell some ps3s. Cant forget economy is still in shyt hole. People on n4g throw numbers around like most of the world is not broke.

[Vip3r]

Why is it the US gets all the good ads? I hope we get that in Europe. Really well done.

[BMS84]

I can't wait to see it and play the game 27 th, just one week.:)

[Downtown boogey]

Don't understand the reason for this choice though... Also "War. Perfected." WTF is that supposed to mean?

Well, gonna be a great day the 25th anyway.

[BMS84]

Come March PS3 gamers will also be able to take control of the camera in the ad, proving that what you see has been created using the PS3.

"To offer you some insight into the technology behind this game, we will release a playable version of this in-engine ad vignette on the PlayStation Network coming in March," added Steinberg. "You'll be able to control the camera and hear director commentary on how the production was completed using only the game's technology."

Look out for what Sony is calling Killzone in 4D next month. Killzone is scheduled for release only on PS3 on February 27.

[I_killed_TheMart]

can u fanboys stfu

[-PINNER-]

“Every single frame of this commercial was directly rendered on a PS3 without the need for additional tweaking or touching up. We’re very proud that our game engine technology has reached the point where we don’t have to resort to software pre-rendering,” said Hermen Hulst, Managing Director. “In that regard it is a testament to our commitment to deliver on what we promise. What you see is what you get.”

[Excuseme]

from PS blog:

============================= =
Whoa! That’s all in-game? Send your boots to me by UPS and I’ll lick them clean! I look forward to messing with that commercial, even though I’ll already have been playing the game itself for awhile.

Scott Steinberg replied on February 19, 2009 at 5:06 pm
I’ll keep my boots. But yes, that’s all in-game.
============================= ====

Great add, they should finish the add saying:

War. Perfected

and then:

For all of you thinking WTF!....Yes, it is all in-game footage

:)

[BMS84]

agree or disagree ;)