Watch new Halo 3 ad: 'Being Hunted'
The latest commercial from the "Believe" campaign called "Being Hunted" continues the eerie sensation like we're watching The History Channel. "Two Soldiers Reminisce" may have almost gotten us there, but this latest one feels completely like a documentary. It feels so real because they implement that classic cringe-inducing device of making the subject feel like they're back in their horrible circumstance they're talking about. You've definitely seen the concept used before in Holocaust and Rwanda genocide documentaries -- if you watch those sorts of things.
What makes the "Believe" campaign work well is it comes close to touching documentary clichés we know very well without crossing a line. Think they'll have one with a Michael Moore-type character busting into a corporate building and demanding who profited off the Halo wars? We're waiting for the one where a soldier holds a picture of his wife and says the Master Chief helped make it possible to see her again -- oh come on, you know it's coming!
[Thanks to everyone who sent this in]
