[Useful_Idiot]

Thank you, I understand the metric used now, although I'd say you'd have to offset the costs against traditional print advertising (e.g. 1/2 page advert in Guardian / Ha'aretz jobs section etc).

~ This begs the question, which I assumed (down thread): if the CEO is the one actively engaged, and he looked rather uncomfortable / wooden in the video, then there surely has to be some kind of agreement with Activision/Blizzard to use their Brand like this. i.e. Any and all such arrangements for third parties must have sign off by them (or "why can't I use the D3 franchise / name to sell my porn parody", see http://community.secondlife.com/t5/Inworld-Employment/Still-... for reference).

Thus, I tend towards the meta position I mentioned below: that the real cost is being born by that ~$500mm advertising budget, not Saatchi & Saatchi, and this is meta-advertising.

Jury's out: whether or not this is as clever as I'm imagining will be born out in the next few nights...

[trotsky]

That certainly would make a bit more sense, but I'm not sure how likely it is - It doesn't seem like Blizzard has a relationship with S&S and it seems unlikely that they'd hire creative so far away from their offices in California.