The PROTOTYPE® 2 live action, choose your own adventure, 18+, UK Advert

Sgt James HellerPROTOTYPE® 2 is  bring democracy to the UK to  spur capitalism as a marketing venture. It’s a lot to wrap your head around, I know. But, in a nutshell:

1. There’s a new advertisement for PROTOTYPE® 2 in the UK. Rather game play or a cinematic trailer, it’s got actors—Real people playing the roles  of characters typically animated by designers.

2. If you’re on facebook, you can vote on the ending of this advertisement.

3. PROTOTYPE® 2 is a very violent game and to stay true to that, this ad will be as well. Therefor, this ad will be ran post-watershed and recommended for viewers over the age of 18.

4. This is a thing is happening in the UK.

Check out the Press release from Activision for more information:

PROTOTYPE 2®, the sequel to Radical Entertainment’s original best-selling game of 2009, will be launched in the UK with the world’s first ever over-18 live outdoor advertisement.

At an iconic west London location at 9:00 p.m. (BST) on Sunday 22nd April, the live ad will feature actors playing the parts of PROTOTYPE 2’s new protagonist Sgt. James Heller and his nemesis Alex Mercer, as well as Blackwatch military and the disease-ridden Infected.

Recreating action from the game, including a gruesome and bloody confrontation between the Heller and Mercer, the content has been recommended as only suitable for those over the age of 18 due its explicit nature, with an agreement to perform it post-watershed in order to avoid a younger audience.

“Due to the nature of PROTOTYPE 2’s content, the game has been rated by the BBFC and PEGI as certificate 18.  This live action advertisement reflects the game in its hard-hitting, fantasy nature and whilst we’re excited to bring this new game to our legions of fans, it would be inappropriate for under 18s to view it” commented David Tyler, Activision’s Minneapolis Business Unit EU General Manager.

The five minute long experience will be streamed live on the PROTOTYPE 2’s official Facebook page at for those of age unable to experience the action live, offering fans around the world a chance to watch the production unfold.

As the PROTOTYPE 2 live ad reaches its crescendo, fans will have the opportunity to vote for one of two endings via the PROTOTYPE 2 Facebook page from 20th April.  The ending that receives the most votes will feature as part of the grand finale of the advertisement.

To watch the PROTOTYPE 2 live ad stream and vote on the ending, head over to  While there, be sure to join the PROTOTYPE Army – a community of over 453,000 (and growing) fans that receive constant updates from the team at Radical.  To find out more about PROTOTYPE 2, follow us on Twitter at and check out the game’s official Web site at for the latest trailers, screenshots, special promotions and more!

PROTOTYPE 2 will be available for the Xbox 360® video game and entertainment system from Microsoft and PlayStation®3 computer entertainment system on 24th April 2012, and for Windows® PC on 24th July 2012.

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