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Feb 19

Feb 19

Helghast in HD – Killzone 2 Ads Hit TV

Scott Steinberg's Avatar Posted by 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

OMG-GUYS said:

February 19th, 1:48 pm

you guys made SCEE ad loook like utter crap roflmao

jipmg said:

February 19th, 1:48 pm

Im getting it for sure

mafecto said:

February 19th, 1:49 pm

nice ad, love the tag line

Guanuma said:

February 19th, 1:51 pm

Very good ad!!!!

jipmg said:

February 19th, 1:51 pm

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.

villevalorox said:

February 19th, 1:53 pm

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

Anddo said:

February 19th, 1:55 pm

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

darkwing75 said:

February 19th, 1:56 pm

Please release Killzone Liberation on the Store!

LordSloth said:

February 19th, 1:57 pm

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

afrosheen said:

February 19th, 1:57 pm

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.

thefjk said:

February 19th, 2:00 pm

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

PshycoNinja said:

February 19th, 2:00 pm

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 )

Febreze said:

February 19th, 2:01 pm

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.

x3lit3forc3x said:

February 19th, 2:03 pm

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.

gooch-getta said:

February 19th, 2:04 pm

i give it a 7/10

oneangrymob464 said:

February 19th, 2:07 pm

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.


February 19th, 2:08 pm

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

Clixster said:

February 19th, 2:10 pm

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


February 19th, 2:11 pm

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.

lcmnick said:

February 19th, 2:11 pm

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

evildude683 said:

February 19th, 2:13 pm

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

ShadyDa1NOnly said:

February 19th, 2:14 pm

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

Gadbury said:

February 19th, 2:15 pm

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?

KUSHman666 said:

February 19th, 2:16 pm

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

mckg123456789 said:

February 19th, 2:16 pm

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! )

mountain_duwe said:

February 19th, 2:18 pm

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.

ghostpos said:

February 19th, 2:19 pm

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!

jipmg said:

February 19th, 2:20 pm

alright I need to say this



Chase167 said:

February 19th, 2:23 pm

what took so long

Arsenal55 said:

February 19th, 2:24 pm

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.

Dehshizknight said:

February 19th, 2:25 pm

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

PullusPardusUS said:

February 19th, 2:28 pm

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?

Crotin said:

February 19th, 2:29 pm

it would’ve been awesome if the ad said


otherwise it would be mistaken for any other CGI trailer

dime5150 said:

February 19th, 2:30 pm

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

CHRP718 said:

February 19th, 2:30 pm

Great Ad :)

ADR143 said:

February 19th, 2:32 pm

nice man cant w8 for tha game!

Ankh-Morpork said:

February 19th, 2:33 pm

Great ad!

LiquidMetal14 said:

February 19th, 2:33 pm

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

themule said:

February 19th, 2:33 pm

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!

NO_FEAR said:

February 19th, 2:35 pm

Holly crap that was awesome!

mattyInkWell said:

February 19th, 2:36 pm

Dear sweet Jesus!!!

Coolwater said:

February 19th, 2:38 pm

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

Ramage said:

February 19th, 2:38 pm

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

Beef it up some more for the uninformed plz.

Berae said:

February 19th, 2:38 pm

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

Gambit07 said:

February 19th, 2:43 pm

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.

stinkey said:

February 19th, 2:45 pm

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.

lakaiHIGH said:

February 19th, 2:50 pm

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.


BillionaireBoy18 said:

February 19th, 2:53 pm

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

CinderShadow said:

February 19th, 2:54 pm

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.

Violater said:

February 19th, 2:55 pm

Thats it?

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