The official Call of Duty: Modern Warfare 3 (COD MW3) live action trailer hit the airwaves and it’s amazing. The eighth in
stallment in the Call of Duty series, Modern Warfare 3 might just be one of the most anticipated games of the year. That broad statement comes as the game has achieved success as “the best-selling first person action series of all-time” (COD MW3 site) and because after checking out E3 this June the wait time for the game was hours long. Couple that with hearing my friends geek about it online (below, left) and I think it just might be big. Remember, in 2010 COD’s publisher, Activision, went to TBWA\Chiat\Day to create the trailer for its COD: Black Ops game that featured both everyday folk and celebs like Kobe Bryant and Jimmy Kimmel. This time around, Activision pulled in Los Angeles based agency 72andSunny to create a trailer equal to the 2011 anticipation. 72andSunny may not be a highly recognizable name to the world outside of marketing when you compare them to WPP or Olgivy & Mather, but don’t discredit their capabilities. The 
roster for these guys include Nike, K-Swiss, and Carl’s Jr. So clearly they know their stuff.
While the game dropped a reveal trailer in May prior to E3, this new trailer comes just in time for the game’s purchase debut. In this new trailer, 72andSunny continued with tying celebrities to the game and pulled in Sam Worthington (Clash of the Titans and Avatar), Jonah Hill (Super Bad and Knocked Up), and Dwight Howard (Orland Magic basketball player). Keeping the tag “There’s a soldier in all of us” 72andSunny showed how everyone has a soldier within them differing only in their skill level. One may be a noob (newbie) like Jonah or a vet like Sam; regardless of who you relate to the point is, you can relate. Take notice that the trailer focuses primarily on Jonah’s character to reach out to noob players around the world. Understanding that vets or COD MW loyalists will purchase the new series as a result of their fascination with the game, Activision now wants to reach this audience to convert a new generation of followers and bump up sales along the way. Not a bad idea since myself, the noob of all noobs, is gaining interest in the game just off the trailer alone. Of course that’s also in part of seeing the sexy guys run around sweating and blowing things up. For guys, it could be interesting just to see the aspirational cool guy (Sam), relatable funny guy (Jonah), and athletic super human (Dwight) play the game they enjoy. To add to that, throwing in AC/DC’s “Shoot to Thrill” track makes it all the more even greater. Smart moves 72andSunny, smart moves.
The new trailer is progressively better than the 2010 version because it connects to people at their varying stage in the game. Instead of focusing on gamers who know COD MW well, it extends to anyone who wants to play—whether it’s their first time ever or their first time within the hour. Plus it has a sense of humor which most games don’t know how to incorporate properly. Available for pre-order tomorrow (11-8-11), this new trailer is a badass way to get people amped about the new game—as if they needed another reason.
“Modern Warfare 3 – The Vet & The N00b” Trailer
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“Modern Warfare 3 – The Vet & The n00b” Image: Call of Duty Trailer
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“Modern Warfare 3 – The Vet & The n00b” Trailer: Call of Duty YouTube Channel
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