Video-game advertising has come a long way in a short time. Much like the games themselves. The industry is predicted to be worth about $100 billion by 2017, so there is a big incentive to get the marketing right. And Ubisoft’s new campaign for its Watch Dogs game does exactly that. In the spot, a shady repairman convinces his customers that the app he has added to their phones lets them control streetlights and cash machines, in keeping with the game’s plot about hackers. It’s irrelevant that the "victims" are almost certainly actors. The film is well-made and entertaining, and a fine addition to the growing canon of video-game ads that dare to have an idea.
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