Critical Intel Takes Activision’s Documentary Advertising to Task

Activision used a documentary to advertise a video game, and The Escapist’s Robert Rath calls them out in the newest Critical Intel.

We all saw the video released on May 1 to promote the upcoming announcement of Call of Duty: Advanced Warfare. Robert Rath digs into that video today, calling Activision out for what is essentially an advertisement masquerading as a documentary.

You see, while “The Future Is Black” is advertising masquerading as a documentary, “Superpower for Hire” is advertising masquerading as journalism. This is a dangerous line to cross – particularly because whoever created this product filled it with distortions, misrepresentation by omission and embarrassing factual errors.

It’s a great read, pointing out that some of the people appearing the video were unaware it was an advertisement, like David Sanger of the New York Times. It also correctly notes that there are few concerte examples, and little to no background information. Just a slick, style-over-substance production designed to do one thing: Promote Call of Duty.

You can read the column in its entirety over at The Escapist.

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