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Helghast in HD – Killzone 2 Ads Hit TV

Scott Steinberg's Avatar + Posted by Scott Steinberg on Feb 19, 2009 // 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.

A group of us flew out to meet with the development team in late 2008 for a product meeting – we had an idea for a fresh way to promote the game. It was to bring the incredible detail in Killzone 2 to life by showcasing the game’s technology – only made possible by the power of the PS3.

The idea for the commercial centered on telling the story of war on Helghan – up close and very personal and to use the game’s engine to show it. No voodoo, no heavy metal soundtrack: just the true representation of the in-game graphics. The team at Guerrilla embraced the concept and we were on a production rollercoaster ride that produced a piece that will be broadcasted across several networks starting tomorrow. You’ll get the chance to see it here for the first time:

We’ll also have the digital version available on the PlayStation Network later today.

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.

Thanks again for keeping the faith – it means a lot to the team here at PlayStation. Enjoy playing Killzone 2 on February 27th !!

[UPDATE: you can now stream the Killzone 2 ad in HD over at G4, or download it from the PlayStation Store!]

//Add Your Own

257 Comments   4 Replies

101

+ OMG-GUYS on February 19th, 2009 at 1:48 pm said:

you guys made SCEE ad loook like utter crap roflmao


102

+ jipmg on February 19th, 2009 at 1:48 pm said:

Im getting it for sure


103

+ mafecto on February 19th, 2009 at 1:49 pm said:

nice ad, love the tag line


104

+ Guanuma on February 19th, 2009 at 1:51 pm said:

Very good ad!!!!


105

+ jipmg on February 19th, 2009 at 1:51 pm said:

btw.. I know this can get me banned but, PLEASE RELEASE KILLZONE LIBERATION ON THE PLAYSTATION STORE, im sure many potention killzone 2 gamers will buy the game.


106

+ villevalorox on February 19th, 2009 at 1:53 pm said:

Wow that’s great. So haw many different ads are we looking at? Are there more to come!?


107

+ Anddo on February 19th, 2009 at 1:55 pm said:

Nice! Good to see the ad’s start to roll out.


108

+ darkwing75 on February 19th, 2009 at 1:56 pm said:

Please release Killzone Liberation on the Store!


109

+ LordSloth on February 19th, 2009 at 1:57 pm said:

AWESOME! Great ad.
Hmm? “Killzone in 4-d”. Interesting.


110

+ afrosheen on February 19th, 2009 at 1:57 pm said:

Good commercial, the fact that it’s all from the in-game engine makes it even better.

The “unprepared” trailer that has been around awhile is also a great way to advertise the game. You know, the one where the soldier (narrator) says how they were told they’d meet weak resistance, while footage of them getting blown to bits by the Helghast plays.


111

+ thefjk on February 19th, 2009 at 2:00 pm said:

That pre-order better come a week earlier… because I just cant’t wait any longer!


112

+ PshycoNinja on February 19th, 2009 at 2:00 pm said:

Great Ad. Looks like you guys did a pretty good job with this one.

And you made the point that its only for PlayStation 3! kudos for pointing that out for the cosumers that will want to get the game and know nothing about this game ( you know people like us that arn’t online everyday ). They will know that Killzone 2 is exclusive to the PS3 ( see what I did there )


113

+ Febreze on February 19th, 2009 at 2:01 pm said:

Looks great.

Would have been nice to show “Actual Gameplay” or something to that effect so everyone would know that was in-engine graphics.

Throw in some of those great review scores in another commercial.


114

+ x3lit3forc3x on February 19th, 2009 at 2:03 pm said:

Nice pretty amazing ad i dig the way its done, this shows what the game is all about, and it just gave me the chill on how amazing this game looks i cant wait.


115

+ gooch-getta on February 19th, 2009 at 2:04 pm said:

i give it a 7/10


116

+ oneangrymob464 on February 19th, 2009 at 2:07 pm said:

great ad, but it’s a little short. i like the concept of the bullet flying thru all those tiny spaces, really shows off the game. although i’m not sure if people unfamiliar with the game will be as shocked. hopefully i’ll see this commercial on every channel constantly. that’s what’s gonna make the difference.


117

+ CRAZYSPYD3R on February 19th, 2009 at 2:08 pm said:

this should have run since the begining of this month.slips like this give ammunition to the crapbox 360 fans.sony,you have bragging rights cuz your console is the best,now act like it!..quit acting like democrats.


118

+ Clixster on February 19th, 2009 at 2:10 pm said:

Thats the best add yet ive ever seen for this most brilliant game ever!!!! So excited its coming out!


119

+ CRAZYSPYD3R on February 19th, 2009 at 2:11 pm said:

also looks to much like that crappy video from gaylo 3.where the camera pans across the gaylo landscape,then show’s homo chief hanging by his back collar before he activates the plasma grenade.


120

+ lcmnick on February 19th, 2009 at 2:11 pm said:

Scott, what are the total pre-orders for KZ2?


121

+ evildude683 on February 19th, 2009 at 2:13 pm said:

That’s a really god add, I can’t even imagine how MAG’s add is going to look like


122

+ ShadyDa1NOnly on February 19th, 2009 at 2:14 pm said:

Nice ad. Cant wait to watch it on my PS3 and download other stuff.


123

+ Gadbury on February 19th, 2009 at 2:15 pm said:

Nice ad indeed but some critisisms.

- no footage of the game to show people what it’s like (the ad seems to be for the fans).
- I couldn’t understand the speech at the start
- people will not realise these graphics are in-game (rendered realtime) and assume it is CGI. Don’t you want to put across the power of the PS3 to the doubters?


124

+ KUSHman666 on February 19th, 2009 at 2:16 pm said:

sweet ad i bet the uncharted2 ads are gonna be frickin sweet!


125

+ mckg123456789 on February 19th, 2009 at 2:16 pm said:

i like the ad but some game play in it would of made it fantastic. KZ2 is still a day 1 buy 4 me, CANT WAIT!! :D ( the demo is AMAZING BTW! )


126

+ mountain_duwe on February 19th, 2009 at 2:18 pm said:

these ads need to be in PRIMETIME. and they need to be shown at least once every hour.

in NO WAY should The Lost and Damned have more airtime than Killzone 2.


127

+ ghostpos on February 19th, 2009 at 2:19 pm said:

I think it’s mediocre. I think the production value is there, but there is nothing in-game, just a pretty cinematic. Nevertheless it is exposure to an incredible game!


128

+ jipmg on February 19th, 2009 at 2:20 pm said:

alright I need to say this

FOR ADS

STOP RELEEASING PLAYSTATION ADS AT 12 AM ON ADULT SWIM WHEN EVERY SINGLE TEEN/KID IS SLEEPING, RELEASE THEM THROUGHOUT THE ENTIRE DAY ON EVERY CHANNEL THAT IS HIGHLY WATCHED.


129

+ Chase167 on February 19th, 2009 at 2:23 pm said:

what took so long


130

+ Arsenal55 on February 19th, 2009 at 2:24 pm said:

AWESOME JOB!! The thing with this ad is how mysterious it sounds.. If people aren’t looking at the TV they will once they hear this. That’s whats good about it. Can’t wait to see it on TV.


131

+ Dehshizknight on February 19th, 2009 at 2:25 pm said:

That is a kick-arse ad! Can’t wait to see them on the telly.


132

+ PullusPardusUS on February 19th, 2009 at 2:28 pm said:

should it says “Rated M for mature” when the ESRB notice come out and not in the video? or is the audio is lagging on my side?


133

+ Crotin on February 19th, 2009 at 2:29 pm said:

it would’ve been awesome if the ad said

“ACTUAL IN-GAME FOOTAGE”

otherwise it would be mistaken for any other CGI trailer


134

+ dime5150 on February 19th, 2009 at 2:30 pm said:

Wow what a great idea! Looking forward to that download!


135

+ CHRP718 on February 19th, 2009 at 2:30 pm said:

Great Ad :)


136

+ ADR143 on February 19th, 2009 at 2:32 pm said:

nice man cant w8 for tha game!


137

+ Ankh-Morpork on February 19th, 2009 at 2:33 pm said:

Great ad!


138

+ LiquidMetal14 on February 19th, 2009 at 2:33 pm said:

Epic commercial. SCE, you have finally awaken the marketing demon in you.


139

+ themule on February 19th, 2009 at 2:33 pm said:

GREAT! that’s how you advertise a GAME!

You could do also this: Attach the same scenerio but in gameplay mode and at real game’s speed.

Show realtime gameplay while switching to cinematic views during the action. You could express the idea it’s a multiplayer game, two players locked on each other admist the battlefield, from one end you see the FP view shooting a bullet, then turns to a cinematic view on the way just to miss its target because right at that moment something/someone got in the way, however the other guy recovers, aims and nails his rival. Right back at you!


140

+ NO_FEAR on February 19th, 2009 at 2:35 pm said:

Holly crap that was awesome!


141

+ mattyInkWell on February 19th, 2009 at 2:36 pm said:

Dear sweet Jesus!!!


142

+ Coolwater on February 19th, 2009 at 2:38 pm said:

KZ2 in 4-D sounds sexy!! Sign me up!


143

+ Ramage on February 19th, 2009 at 2:38 pm said:

This may still be a little bit too vague for those not in the know.

Beef it up some more for the uninformed plz.


144

+ Berae on February 19th, 2009 at 2:38 pm said:

Amazing ads! ballet of death was a good one too
cant wait for the Killzone in 4D !! :)
good job


145

+ Gambit07 on February 19th, 2009 at 2:43 pm said:

Congrats to Guerrilla, excellent trailer, you guys should have included a “in-game footage” somewhere in there, most people watching this on tv, won’t think this is in-game.


146

+ stinkey on February 19th, 2009 at 2:45 pm said:

Thanks for shutting me up SONY because for a second there I really thought you guys were gonna screw this one up with one of your two for one specials or not ad at all.


147

+ lakaiHIGH on February 19th, 2009 at 2:50 pm said:

killzone 2. war. perfected. sheer GENIUS guys! i love it. great work coming out of the marketing team mr steinberg. i can’t wait to see this on my teli.

peace,
Lh


148

+ BillionaireBoy18 on February 19th, 2009 at 2:53 pm said:

Best AD I’ve ever seen. You would get my money if I didn’t know what killzone was. YEAAAAAAAAAAAAAAAAAAAAAAAAAAAa!!!!!


149

+ CinderShadow on February 19th, 2009 at 2:54 pm said:

That ad’s brilliant. If I saw that while I was just lounging watching TV, or at the movies, it would really grab my attention.


150

+ Violater on February 19th, 2009 at 2:55 pm said:

Thats it?


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