IGN – DICE: Behind That Call of Duty Ad

IGN – The ad campaign for Call of Duty: Black Ops went out of its way to show normal people playing the game, in order to reassure the public that it wasn't an experience filled with young, aggressive males. But the award-winning campaign used the "authentic" voice of gamers as an invitation to would-be noobs.

That was the message from Activision Publishing CEO Eric Hirshberg at his DICE speech today in Las Vegas. Before joining Activision 18 months ago, Hirshberg was an advertising executive of 20 years standing and creator of the Kevin Butler campaign.