Halo Wars 2 tackles everyday conflict with ‘War of Wits’ real-world strategy ad

Halo Wars 2, the latest entry in the iconic Halo series, is being promoted in a quirky, real-life campaign called ‘War of Wits’, launching with two ads.

The campaign for the first time lands Halo characters, General Atriox and Captain Cutter, in the real world in a wonderfully monotonous scene, a used car sale and an airline battle for an armrest.

The creative for Xbox and 343 Industries was delivered by 215MCCANN and director Randy Krallman.

The films will air across the globe on owned and paid channels including UK broadcast, online and social.

Furthermore, Snapchat and YouTube bumper initiatives will bolster the launch. As part of its YouTube activity the company ran with an influencer-led command room experience that put players in the general’s seat.

Credits:

Halo Wars 2; The Sale & Armrest

Agency: 215MCCANN

Chief Creative Officer: Scott Duchon

Creative Director: Neil Bruce

Senior Art Director: Alper Kologlu

Copywriter: Kyle Davis

Executive Producer: Brandon Romer

Producer: Sarah Sweeney

Director of Business Affairs: Mary Beth Barney

Business Director: Peter Goldstein

Account: Drew Porter; Kevin John; Armando Melendez

Director of Strategy: Brian Wakabayashi

Brand Strategist: Ryan Ouyoumjian

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

Fuelled by tea.

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