Prototype 2 gets first 18+ UK live ad

Activision will on Sunday hold what it is describing as a “live outdoor advertisement” for upcoming action title Prototype 2.
Taking place at “an iconic London location” at 9:00pm on Sunday 22^nd April, the game will recreate a “gruesome and bloody confrontation” between the game’s stars.
The performance will last around five minutes and will be streamed on the game’s Facebook page. Furthermore, as the ad nears its conclusion viewers will be able to vote on which outcome they would like to see.
“Due to the nature of Prototype 2’s content, the game has been rated by the BBFC and PEGI as certificate 18,” Activision’s Minneapolis business unit EU general manager David Tyler said.
“This live action advertisement reflects the game in its hard-hitting, fantasy nature and whilst we’re excited to bring this new game to our legions of fans, it would be inappropriate for under 18s to view it” commented David Tyler.”

http://www.mcvuk.com/news/read/proto...live-ad/094792