In a new Xbox campaign for Halo Wars 2, two of the main characters from the military strategy game face off in hilarious everyday situations.
In the first of two new ads for the 343 Industries game, from 215 McCann, alien giant General Atriox is a used car salesman (complete with club tie) in a dealership and his human adversary Captain Cutter is a wily customer trying to get the best deal. Both must use their mental strength and "pyschological warfare" tactics to outwit the other -- and their tactics (including a very funny "disinformation campaign" and a twist at the end) might just make you laugh out loud.
(Fun fact: the 215 McCann team even partnered with the real-life car dealership in the film, arranging for General Atriox to be featured as a somewhat alarming employee on its actual website.)
In a second spot, the two are fighting on a plane over who gets to use the armrest between them (we've all been there). Both ads conclude with the line: "Know your enemy." They were directed by Randy Krallman at Smuggler.
The campaign goes live today, ahead of the launch of Halo Wars 2 for Xbox on Feb. 21. The ads will appear globally (including on TV in the U.K.) and will be trailed with bespoke Snapchat and YouTube bumper executions.