Midway Shoots for Mortal Kombat Loyalists

Advertiser: Midway Home Entertainment

Agency: DDB Needham, Dallas

The Challenge: Get the latest version of the popular video game Mortal Kombat on Christmas wish lists.

The Ads: In two television spots, actors portraying the antagonists in “Mortal Kombat: The Adventures of SubZero” prepare for battle. A voice-over invites you to “meet the root of our evil,” as the shadowy image of the balding and scarred bad guy, QuanChi, appears. The commercial cuts to a surreal image of SubZero, then to footage from the game itself--a prequel to the four previous Mortal Kombat games. Racing music and indecipherable grunts and mumblings help set the tone.

Comment: Only gamers will get this edgy spot, as none of the characters are identified. The characters, donned in face paint and strange get-up, both look like bad guys. The commercials give viewers a taste of the game, avoiding the pushy selling messages of other video game ads. $$

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Ads are rated from $ to $$$$, based on tastefulness and probable effectiveness, with $$$$ being best.