"Know your enemy" is the message in this goofy Halo Wars 2 spot that takes the game into the real world. In this case General Atriox and Captain Cutter battle for the use of the arm rest. Cutter uses ever weapon at his disposal, from stinky food to the rotten kicking kid in the row behind. But Atriox one ups him in the end by letting him know "I licked the arm rest before you got here. Twice." War is hell, isn't it? I appreciate the fact they took this out of the video game land because video game advertising tends to be so formulaic. You think you are able to do something fun because it is a game after all, but 80% of the time you're just showing game footage. Which is not to say you can't subvert the formula, like when Activision used a broken camera rig to let SNL's Pete Davidson run wild in this snarky spot for Destiny's DLC, The Dark Below. But that's an exception to the rule. And while something like The Dark Below was meant for hard core gamers as opposed to casual ones, you have to assume for something like Halo Wars 2 any core gamer already knows about it. For the rest of the demographic who aren't studying game-specfic sub reddits for days on end, a spot like this that provides some situational humor and a concept is more than enough to pique our interest.

Halo Wars 2; The Sale & Armrest Agency: 215MCCANN Chief Creative Officer: Scott Duchon Creative Director: Neil Bruce Senior Art Director: Alper Kologlu Copywriter: Kyle Davis Executive Producer: Brandon Romer Producer: Sarah Sweeney Director of Business Affairs: Mary Beth Barney Business Director: Peter Goldstein Account: Drew Porter; Kevin John; Armando Melendez Director of Strategy: Brian Wakabayashi Brand Strategist: Ryan Ouyoumjian Production Company: Smuggler Director: Randy Krallman Executive Producers: Patrick Milling Smith, Brian Carmody, Shannon Jones Chief Operating Officer: Andrew Colon Line Producer: Ian Blain Director of Photography: Darko Suvak VFX Studio: Electric Theatre Collective Executive Producer: Kate Hitchings Lead Flame: Eric Mason Producer: Scott Boyajan 2D Artists: Gretchen Capatan, Kevin Jones, Dave Damant Graphic Animation: Adam Singer Editorial: Cartel Editor: Andy McGraw Assistant Editor: Matt Berardi Head of Production: Meagen Carroll Executive Producer: Lauren Bleiweiss Managing Director: Marc Altshuler Telecine: Company 3 Executive Producer: Ashley McKim Colorist: Dave Hussey Color Producer: Liza Kerlin Color Assistant: Jim Harmon Sound Designer: Brian Emrich Recording Studio: Lime Studios Mixer: Jeff Malen Executive Producer: Susie Boyajan