The Gears of War TV ad was about the best video game ad I’ve ever seen, and the game rocked too. Here’s the ad again, in this speech about how the eventual viral spread of the ad was entirely unintentional, via Chris Webb.

Microsoft Admits extremely viral Gears of War Ad was unintentional.

I never saw one mashup online, but I wanted to buy the game each time I saw the ad on TV. Frankly, to me the mashups aren’t nearly as interesting as the orginal ad, but it’s a great marketing story. And for such a gruesome (and fun) game I love that the hook is the simple poem at the heart of the “Mad World” lyrics. It’s haunting.

The Gary Jules cover on the ad is an edited down version of the orginal lyrics, roughly:

all around me are familiar faces
worn out places, worn out faces
hide my head I want to drown my sorrow
no tomorrow, no tomorrow
and I find it kind of funny
I find it kind of sad
the dreams in which I’m dying
are the best I’ve ever had
I find it hard to tell you
I find it hard to take
when people run in circles
it’s a very very mad world…

The cover even hit #1 on iTunes.

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