Critical Hit! says: "Axis Animation’s trailer for Deep Silver’s Dead Island accomplished a surprising feat: it introduced a brand new property (and one saddled with a fairly generic title, at that), without any real gameplay footage yet available, and got people talking about it.
Two weeks ago it also became an award winning trailer, picking up Gold at the Cannes Lions International Festival of Creativity. But why does everyone think it’s so great? It doesn’t even feature any of the protagonists in the actual game! In the following article, I’ll attempt to explain why it’s so great—it’s not just the story, but the way the story is told."