FLETCH: ![]()
Yes, the music does not seem like what the typical gamer would expect to hear. Most gamers probably don't remember the original Tears for Fears song, and probably not the Donnie Darko soundtrack cover of the song (which is better than the original anyway)
However, when targeting the non-hardcore nitpickers of the world (which GoW will need to appeal to get anywhere close to Halo sales numbers which it won't anyway but that's another topic...) Microsoft and its ad agency needed something risky that went against conventional gamer ad wisdom.
So they chose the Mad World cover. The lyrics clearly match the emotional intent of the visuals: lone guy running, fighting on in what seems to be the end of the world against impossible odds. The intent is to create an emotional hook which to some degree actually works. I personally like the song and it made me go to iTunes to look for it. My fiance instantly found it interesting and said "are you getting that game? maybe you should get that?"
Trust me, we may think the ad is laughable, which it is, but it's going to work. A year from now GoW will have sold at least 1.8 million units on 360 in the US alone.
Think about your level of anger after watching that ad vs watching a PS3 ad where a rubiks cube explodes. That ad pissed me off.