Have you seen the new Halo 3 spots? (Sorry for being late on this one.) This is epic advertising at its finest. They're actually not really spots. They're more like documentaries from the distant future (600+ years from now) set in the Museum of Humanity. A monument and diorama commemorates the battle where the human race won its own survival. The story is so real you forget we're talking about a video game here. And these films are just the tip of the ice berg. There's a whole Wiki page about the marketing of Halo 3. McCann Erickson has managed to truly capture the passion behind the Halo series. Their attention to detail and inside understanding of the culture surrounding the game connects with the hard core gamers, which are quite possibly the toughest crowd to reach on the planet. Get ready to start seeing this stuff in the award books.
Thanks to Alex and Jon for the scoop