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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

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201

+ TSL-SpaRtaN on February 19th, 2009 at 6:24 pm said:

woah…KZ2….sets off ps3…now all sony needs to do is put up billboards..get more magazine ads..and more tv time..and u got urself some marketing


202

+ crustySox on February 19th, 2009 at 6:25 pm said:

More to follow………right??? I hope?!?? I’m getting it Friday regardless of the ads but it needs to make people who don’t have the ps3 or on the fence about them game want to run to the stores and beg people to sell it to them.


203

+ crustySox on February 19th, 2009 at 6:27 pm said:

any KZ2 mountain dew?


204

+ Hawkeyes315 on February 19th, 2009 at 6:28 pm said:

Very cool commercial! Hope I get a chance to actually see it on TV!


205

+ IronChefWong on February 19th, 2009 at 6:36 pm said:

This was an epic trailer. Now get this on the air ASAP if you want KZ2 to be the huge success it deserves to be.


206

+ Asshandler on February 19th, 2009 at 6:39 pm said:

Fantastic ad, shows just enough to pique the interest. Is this the first in a series of spots, or will this be the one and only?

I would love to see an ad with Visari giving his epic speech in the background…


207

+ NightFallen on February 19th, 2009 at 6:42 pm said:

Really needs the “This following footage shown is all in-game” tag before that trailer starts. Will keep my eyes open for it on TV.


208

+ Asshandler on February 19th, 2009 at 6:42 pm said:

Oh, one other thing, I think a little disclaimer indicating that the following is all in-game footage would work well considering your original goal of representing the game in it’s purest form.

As it stands now, casual viewers may be fooled into thinking it’s merely another elaborate CG trailer, which would be a real shame considering all the effort that obviously went into this title.


209

+ jadjohnny on February 19th, 2009 at 6:43 pm said:

Awesome commercial *drools*


210

+ LarryNuts on February 19th, 2009 at 6:53 pm said:

Great ad!!! Looking forward to seeing more, but more than that I’m looking forward to playing this game on the 27th.


211

+ Jams_Shop on February 19th, 2009 at 6:57 pm said:

Nice ad one more week for the game


212

+ Joeyboy on February 19th, 2009 at 7:09 pm said:

I honestly really liked the ballet of death video I personally think that would be a killer ad


213

+ GGCAN on February 19th, 2009 at 7:10 pm said:

Thanks Scott, really nice video.

Haven’t seen this on tv in Canada yet, but sure hoping you get these ads on.

I think it’s really going to sell well, but more tv promo will definately make this a huge hit.


214

+ Midgetguy on February 19th, 2009 at 7:19 pm said:

COOL! It’s good to finally get some confirmation on a Killzone 2 ad! (It looks GREAT by the way!) And, Killzone 4D sounds like a cool way to promote the game through the Playstation Network as well, and I’m a sucker for all the behind the scenes type stuff, so it sounds like that would be cool for me as well!

To get the message across even FURTHER though, I think that in the Ad shown above, it should say “In-Game Footage” or something, so that people know it’s not fake… There are some cynical people out there when it comes to the PS3, and it would be nice to prove them devestatingly wrong! (Wow, I just sounded EVIL!!!!) (AWESOME!)

Anyways, thank you so much for sharing this info with us all, it’s GREATLY appreciated!


215

+ CONFLICTZone on February 19th, 2009 at 7:22 pm said:

you guys NEED to put a little water marked image on the bottom left indicating that the footage is IN-GAME. cause seriously i had doubts at first that it wasn’t in-game, but in fact it is in-game. So ya you guys need to put that on the bottom left to show people this game’s greatness.

awesome add. See you guys on feb. 27.


216

+ spleendingo on February 19th, 2009 at 7:30 pm said:

Big kudos for the commercial. However, the heading for this blog says “Killzone 2 Ads….” (plural).

A teaser perhaps? :)


217

+ TW-gillz on February 19th, 2009 at 7:32 pm said:

The video reminds me of the “Freak on a Leash” music video by Korn. Well, the bullet part at least.


218

+ Kenshin71 on February 19th, 2009 at 7:42 pm said:

Ad is just OK. Looks good but lacks impact, doesn’t really get you fired up for the game. No memorable music or speech. At least use some of the marching drums from the game’s soundtrack or Visari’s speech.


219

+ HBK-BSK on February 19th, 2009 at 7:53 pm said:

I want to see that commercial on every major channel, 24/7. I want to see a variety of commercials on every major channel, 24/7. Don’t do what Sony does and show it at 2 AM just because it’s cheaper. You get what you paid for. Give this marketing a Halo 3-worthy one. You got this, GG. You have the game, now get the people. What are you waiting for?!


220

+ Febreze on February 19th, 2009 at 8:09 pm said:

Gotta spend money to make money…

Get those ads out there.


221

+ power1x1 on February 19th, 2009 at 8:40 pm said:

@59 shouldn’t be headshot… more like @imbot… but finally good to see sony put up KZ2 commercial ^o^


222

+ bob52 on February 19th, 2009 at 8:42 pm said:

That was the best commercial for a PS3 game.The bullet is sick


223

+ Pixelsword on February 19th, 2009 at 8:42 pm said:

I pre-ordered this game from Gamestop in late 2006 or early to mid 2007, whenever the first pre-orders were available. I am so glad the wait is over, but I already knew from the 2005 trailer that this game was the one to have when I heard the news that Guerrilla Games was incorporated into SCEE.

I was right.

In eight days, I’ll get to play yet another PS3 game that screams “truly next gen”.


224

+ VenomXv on February 19th, 2009 at 8:50 pm said:

Best commercial I have seen for a video game!


225

+ HorrorGod on February 19th, 2009 at 10:33 pm said:

Interesting add for KZ2.
Demo was fun. But I still need to play the original KZ before I make up my mind about purchasing KZ2.


226

+ welehdave on February 20th, 2009 at 12:03 am said:

Awesome video loved it.


227

+ Rayne718 on February 20th, 2009 at 12:33 am said:

Uh, the beauty of this commercial. No CGI,No special effects, just simply… KILLZONE 2. Please though, advertise this game like crazy! I want to see a killzone 2 ad everywhere! Everyone needs to know of the beauty called Killzone 2. Amazing job!


228

+ Onna76_NL on February 20th, 2009 at 3:59 am said:

Lol, only on PlayStation 3… how I love the look of that.

Unfortunate not my game, not into FPS, but the commercial is very sweet, direct and shows how stunning the graphics are of this game. Good job ;)


229

+ ChainClutch on February 20th, 2009 at 5:41 am said:

Sweet TV ad, short and simply and does indeed showcase the amazing detail that went into the game.. damn it feb 27th couldnt come any slower! C’MONN!!!!


230

+ bigdaddyjane on February 20th, 2009 at 6:42 am said:

Now that was awesome.


231

+ Onna76_NL on February 20th, 2009 at 6:46 am said:

I sure hope this game will finish off the 360, once and for good. That no good piece of junk stole my RPG’s!


232

+ FIREKNIGHT2029 on February 20th, 2009 at 6:51 am said:

Great job GG and Sony. You guys have made a masterpiece. The game is awesome and the ad is amazing as well. All we need now is for this ad to blanket the air waves. I want to see this ad on TV as much as possible. I want every FPS fan to be hyped about this game just like I am.


233

+ CohnBred on February 20th, 2009 at 7:38 am said:

That was fantastic! I cannot wait for the interactive version!


234

+ ICU-KILLA on February 20th, 2009 at 8:29 am said:

Very siked about the game and the ad looks great. Thanks to Guerrilla Games for not disappointing. Hope your advertising as much as you possibly can on all national cable networks. I’ll be picking up my pre-ordered copy next week!!!


235

+ norauc on February 20th, 2009 at 10:03 am said:

WOW!!, I still cannot believe this ad is in-engine footage, simply incredible, great job!! Show this ad as much as you can, there are still a lot of people that don’t know about this and many other great games coming only to PS3.


236

+ Reginthorn on February 20th, 2009 at 12:12 pm said:

Great ad unlike the other PS3 ones.


237

+ oversoon on February 20th, 2009 at 12:31 pm said:

Great Ad! only thing I would add is some text letting people know that it is in- engine… People who already know about the game know that it looks that good, but the fact is, it looks so good that people will assume it is CG. Let people know from the start that “this is what the game looks like when you play it” and then this is perfect.

Seriously though, great job on the ad, not trying to be needlessly critical.


238

+ Goudboog on February 20th, 2009 at 12:38 pm said:

Very nice indeed and might i say very different from the EU ad.

EU ad can be seen here:
http://www.n4g.com/ps3/NewsCom-281699.aspx?CT=1

I personally prefer the US ad for it’s style (kick [DELETED])
I believe the EU ad is better tho cause of the “actual in-game footage” aswell as the fact that imo it will appeal to the cassual gamer more. Just my 2 cents


239

+ Nynja on February 20th, 2009 at 1:30 pm said:

Very Nice. I’m very impressed with this ad. Whoever thought this one up, deserves an early X-mas bonus.

Keep ‘em coming!


240

+ Calactyte on February 20th, 2009 at 3:11 pm said:

I want Killzone 2 in the worst way, but I can understand why Sony hasn’t written the words “In Game Graphics” in the commercial. The main reason is that these are NOT in fact in-game graphics but rather in-engine graphics. If they wrote “In Engine Graphics” then most of the world would have no idea what that means. The difference between in Engine and in Game is that the in engine doesn’t need to use the other SPUs for AI, or hit response among many other things. That extra power and spare memory can be used for creating the best possible image. If you notice the textures on SEV and his fellow ISA troops are at super high resolution. Much higher resolution than you’d find in the actual game. Like-wise the bullet and concrete pillars seem to use higher resolution textures than can be found in the actual game. I could be wrong but that was what I noticed from just playing demo and watching this ad. Anyone else notice that? I mean I’ve yet to see a screen shot or get up close to an ISA troop in the demo to be able to see the threads on his clothing like you do in the ad.


241

+ Osaka15 on February 20th, 2009 at 3:52 pm said:

Ah. Now THAT is how a commercial for a badass game should look. Damn fine work =) X3


242

+ controllingchaos on February 20th, 2009 at 7:57 pm said:

Very well designed TV Ad.
I have the demo and looking forward to
the online play.

7 Days Left!


243

+ Shano11 on February 20th, 2009 at 10:23 pm said:

Must say it is beautiful, and just imagine that all going on in real time! Mind blowing. It grows on you so keep..keep showing it


244

+ Shano11 on February 20th, 2009 at 10:29 pm said:

I knew I’d spike just played the ad.awesome


245

+ Barackobama8 on February 20th, 2009 at 10:35 pm said:

go killzone 2


246

+ big-gunns on February 20th, 2009 at 11:14 pm said:

Great vid. Not really into this whole flooding of ads on TV. I rely more on word of mouth. If my friends get a game and they say it’s good and I see it IS good then I buy it. Shouldn’t be a problem for Killzone 2, the game is exceptional and looks amazing. I played the demo like 20 times and it’s still fun… JUST THE DEMO! Can’t wait for the real thing to come out.


247

+ itsMURD on February 21st, 2009 at 6:04 am said:

I love the add looks amazing !! I cant wait to play the full game , i was one of the lucky few ” Hardcore” killzone fan who had a chance to beta test KILLZONE 2 and can honestly said im pleased with the outcome of this game five stars from me ***** great job GG … itsMURDA


248

+ MostEnvyed07 on February 21st, 2009 at 8:10 am said:

plz promote the hell out of this game. i want ppl to be as excited about it as i am and it will really help sales.


249

+ JayD-1K on February 21st, 2009 at 9:37 am said:

great looking game GG! this game will be in my collection day 1. i hope the next game you bring to the table continues the legacy you have begun.


250

+ Majinvegeta on February 21st, 2009 at 9:44 am said:

w000t!!! Excellent work guys :) I loved this trailer. Short, sweet and to the point!

Best Shooter I have ever seen! and beats any other shooter in the Gaming Industry :).

I loved the demo, this is going to be one EPIC ride :)


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