(WARNING: This video contains NSFW language.)
Obviously, “The Vet and the n00b” for video game Call of Duty: Modern Warfare 3 was a solid nugget of gaming ad gold. It excelled at depicting the relationship between—and playing styles of—rookies and hardcore gamers. But considering it starred Jonah Hill, who never saw a sentence that didn’t need a gratuitous swear word, it lacked a certain trash talk realism.
People have been arguing whether video games are an art form or not for ages, even wondering why it lacks serious criticism so prominent in literature and film. Valid points all, but beyond the graphics and story are the players. And, in football or chess, virtual or real, whenever people face off in competition there is a tendency to talk trash. Gamers are no different. Xbox Live is famous for its legions of preteens capable of reducing a grown man to tears. This swear session from Hill is both awesome and accurate in its depiction of gaming discourse.
Glenn Cole, co-founder and chief creative officer of Call of Duty‘s ad agency 72andSunny, told Fast Company the goal behind the campaign wasn’t “to just exceed last year’s results, they wanted to crush them.” Not only are these star-studded spots hilarious but they helped Modern Warfare 3 reach $775 million in sales within its first five days on shelves in November. That’s a record for any form of entertainment and is probably still making everyone at Activision Blizzard feel like they just stepped out of a sauna.