Before this campaign launched, over 25 million people had played the Call of Duty franchise. We realized that it wasn’t just your stereotypical gamer. It’s your doctor, co-worker, athletes, celebrities and other people you might not expect.

For Call of Duty Black Ops we wanted to disrupt the stigma of gaming and grow the franchise. So we tapped into an undeniable human truth that united current players and captivated the masses.

“There’s a Soldier in All of Us”

When the campaign launched, Black Ops generated $360 Million in just 24 hours. Surpassing Modern Warfare 2’s record and Avatars opening weekend sales of $242 million.

Making Call of Duty: Black Ops the biggest entertainment launch of all time.

Agency: TBWA\Chiat\Day, Los Angeles

ACD / Art Director: Blake Kidder

ACD / Copywriter: Patrick Almaguer

Art Director: Chase Madrid

Copywriter: Chris DeNinno

GCD: Brett Craig

Director: Rupert Sanders