The sequel to the best-selling (multi-million) action game from Radical Entertainment - "Prototype 2" - is expected to launch in the UK with world's first 18+ (adults only) live outdoor advertisement, announced Activision. The event will be held at London's Covent Garden at 9 pm on 22 April and the live ad will feature actors enacting the roles of Prototype 2's new protagonist Sgt. James Heller and his nemesis Alex Mercer besides Blackwatch military and the disease-ridden infected, according to Videogamer.
The content has been certified as adults only (aged above 18 years) due to its explicit nature by the BBFC (British Board of Film Classification) and PEGI (Pan European Game Information). The other reason pertains to mature content portrayed by the actors with an agreement to perform unrestricted as in the game and hence to avoid the younger audience.
Watch the Official Prototype 2 Cinematic Action Trailer - 'The Power of Revenge' Below:
"Due to the nature of Prototype 2's content, the game has been rated by the BBFC and PEGI as certificate 18. This live action advertisement reflects the game in its hard-hitting, fantasy nature and whilst we're excited to bring this new game to our legions of fans, it would be inappropriate for under 18s to view it," comments David Tyler, Activision's Minneapolis Business Unit EU general manager, according to videogamer.
The five minute ad is also scheduled for live-streaming on the game's official Facebook page, to bring the action for those unable to attend the live event in person. Fans are invited to vote for one of the two endings for the ad, so that the ending which receives maximum votes will feature as part of the grand finale of the advertisement.
"The original Prototype was a hit among a core group of gamers, but stayed very niche," says Mick DiMaria, creative director at Los Angeles-based 72andSunny, the agency behind the campaign, according to fastcocreate. "With Prototype 2 our goal was to tap into a broader audience by highlighting the storyline of revenge and emotionally connect with the game's hero, James Heller," he adds.
Spoilers ahead... tread with caution!
The crux of the story comes across in quick bursts during the 90-second trailer. A bald-headed man you wouldn't want to mess with is seen attempting a suicide by plunging off the top of a building. Over the course of his slow-motion descent, the cinematic reveals that he was once a soldier, but now he returned home to a city overrun with "Infected," and that his family has not survived. It pans out that this is not a suicide after all, and our hero has become more than he seems. We also get a glimpse at who might be responsible for that transformation, someone named Alex Mercer. A rogue personality you wouldn't want to mess with either.
Expect the game hit Xbox 360 and PS3 platforms in a couple of days time - 24 April, while the PC fans will have to wait until 24 July.