Video Game Advertising Matures?

So I can imagine the conversation at the marketing team meeting on how to sell the release of the new XBox 360 game Gears of War:

Let’s see – ultra-violent first person shooter? check.  Mad graphics? check.  Hella big explosions?  check.  Okay, let’s load up the TV spot then – something loud, brash, in your face, lots of explosions and lots of attitude. 

Instead, they execs at Microsoft decide to do something like this instead.

No explosions. No attitude.  No loud Metallica-like soundtrack. Not even the sound of gunshots. Just Gary Jules’s ‘Mad World’ playing as backdrop against a lone soldier trying to survive in a post apocalytic world. 

In otherwords: Not. Your. Typical. First. Person. Shooter.

Brilliant.