GamingWorld's first over-18 live ad for Prototype 2 launch...

World’s first over-18 live ad for Prototype 2 launch airs in UK – the video


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Last week we told you that Activision’s new game PROTOTYPE 2, the sequel to Radical Entertainment’s original best-selling game of 2009, would be launched in the UK with the world’s first ever over-18 live outdoor advertisement, and yesterday we told you what happened. Today we can share the video for those of you who didn’t catch it live!


Covent Garden, which often plays host to family-friendly entertainment, revealed a darker side last night as audiences were witness to the world’s first ever over-18 live outdoor advertisement to celebrate the launch of new video game, PROTOTYPE 2. So explicit was the ad, that it was shown post-watershed to avoid a younger audience.

The live ad – inspired by PROTOTYPE 2 – featured actors playing the parts of the game’s new protagonist Sgt. James Heller and his nemesis Alex Mercer, as well as Blackwatch military and the disease-ridden Infected. Action from the game, including a gruesome and bloody confrontation between Heller and Mercer, was considered unsuitable viewing for those below the age of 18 for fear of causing upset or distress.

A first of its kind, fans were also offered the opportunity to choose the finale to the ad through a voting mechanic that closed just hours before the action went live. The dramatic close saw Mercer triumph over Sgt. Heller in an intense showdown.

PROTOTYPE 2 is available for the Xbox 360 video game and entertainment system from Microsoft and PlayStation3 computer entertainment system today, and for Windows PC on 24th July 2012.

Expect our review soon.

Let us know what you think of the advert.

Andrew Edney
Andrew Edney
I am the owner and editor of this site. I have been interested in gadgets and tech since I was a little kid. I have also written a number of books on various tech subjects. I also blog for The Huffington Post and for FHM. And I am honoured to be a Microsoft MVP since January 2008 - again this year as an Xbox MVP.

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