According to the online edition of Advertising Age, global ad agency TBWA/Chiat/Day has been tasked with making the November launch of Modern Warfare 2 the “biggest entertainment launch of all time.”
“We believe the idea that TBWA presented to us delivers on that goal,” Activision chief creative officer Brad Jakeman told Advertising Age. “What we liked most about the TBWA campaign is that it’s an idea that’s big enough to be articulated in lots of different kind of media…that is always the acid test for a great idea.”
Advertising Age specifically notes that Activision is gunning to topple the record-breaking launch of Grand Theft Auto IV – 3.6 million units in 24 hours, generating $310 million.
Modern Warfare 2 is scheduled to launch worldwide on November 10.
