10 seconds: the European Killzone 2 ad

The ten-second ad format doesn't seem very conducive to ... anything. The European 10-second Killzone 2 ad is so incredibly brief that it's almost completely unremarkable. 20 percent of the ad goes towards showing the PLAYSTATION 3 logo, 60 percent of the ad goes towards showing Helghan running around, and 0 percent shows actual shooting or killing. Exciting? We think not.

Let's hope the full advertising campaign (for both Europe and America) looks a bit ... more fulfilling than this.