Video Games

Juxtaposition in Video Game Commercials

Textbook Tarantino or tired trope?

titanfall_1

I recently re-entered the world of BioShock’s Rapture by means of BioShock: Infinite’s Burial At Sea DLC. As I moved about the underwater city, full of the Gatsby-esque architectural stylings of Frank Lloyd Wright, I heard familiar sounds from the 20s-40s cascade through the setting.

At first, these genuinely warm pieces lulled me into a comfort juxtaposed against what eventually becomes a dark and grotesque atmosphere. Though, after roughly an hour, the presence of the pieces became more noticeable than they had seemed in my first play-through of the original BioShock. I pawned this off to the Billie Holiday Pandora station I’ve practically had on loop since that original play-through.

However, I began to wonder if the use of happy/soothing/serene/moving music juxtaposed against aggressive and bleak circumstances may be overstaying it’s welcome. Just as quickly as I had decided to push this notion out of my mind, I heard news of the new Wolfenstein: The New Order trailer making use of Martha and The Vandellas hit “Nowhere to Run.” While the song my not be strewn throughout the entirety of the trailer, it made me wonder if my initial inkling was correct.

I have decided to compile a list of many video game commercials that take advantage of this marketing approach, starting with Super Smash Bros. in 1999. This is likely nowhere near a complete list, merely an example of a marketing technique that is becoming less and less subtle.

Is this approach still effective or tired?


 

Super Smash Bros. (1999)
Song: The Turtles – Happy Together
iTunes | Amazon MP3

Black (2005)
Song: Giuseppe Verdi – La Traviata: Noi Siamo Zingarelle
iTunes | Amazon MP3

Gears of War (2006)
Song: Gary Jules – Mad World (feat. Michael Andrews)
iTunes | Amazon MP3

BioShock (2007)
Song: Bobby Darin – Beyond the Sea
iTunes | Amazon Mp3

Dante’s Inferno (2010)
Song: Bill Withers – Ain’t No Sunshine
iTunes | Amazon MP3

Playstation 4: Perfect Day (2013)
Song: Lou Reed – Perfect Day
iTunes | Amazon Mp3

Titanfall: Life is Better With a Titan (2014)
Song: Robbie Williams & Jonathan Wilkes – Me and My Shadow
iTunes | Amazon Mp3

PS4: Sharing Means Caring (Destiny) (2014)
Song: Josh Daughtery – Sharing Means Caring

PS4: Sharing Means Caring (Watch Dogs) (2014)
Song: Josh Daughtery – Sharing Means Caring

Wolfenstein: The New Order (2014)
Song: Martha and The Vandellas – Nowhere to Run
iTunes | Amazon Mp3

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Image source: Polygon

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UPDATE: Thanks to Bob Mackey of Retronauts for the “Sharing Means Caring” recommendations.

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Kyle Starr is the writer of TheStarrList.com and The State of Gaming. Find Kyle on Twitter at @_kylestarr.

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One thought on “Juxtaposition in Video Game Commercials

  1. In answering the question, I think you need to also consider how video games are otherwise advertised. You may have just honed in on one approach among many, admittedly one that looks pretty lazy when lined up one after the other.

    There are also techniques like the “real world version” of the game being played, rapid-cuts-and-dubstep and celebrity endorsement.

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