Not quite as cheery as the rabid gamer response to the Xbox 360 blockbuster Gears of War is the stark and painfully grim "Mad World" from McCann Worldgroup in San Francisco. Directed by Anonymous' Joseph Kosinski in collaboration with David Fincher and Digital Domain, the spot follows Marcus Fenix, the game's warrior protagonist, through a post-apocalyptic urban landscape as he evades menacing creatures emerging from below. When Fenix takes a wrong turn, he winds up in the lair of an enormous spider-like beast, and despite his heavy firepower his future looks grim. All the while, the plaintive "Mad World," a Tears for Fears song covered by Gary Jules and Michael Andrews, is perfectly in line with the bleakness of the digital environment. "The game is about destroyed beauty," says creative director Scott Duchon. "We wanted to bring emotion to an emotionless character, a big badass hero who has the weight of the world on his shoulders."