Video game ads can be, quite frankly, terrible. If you’ve watched any TV appealing to the nerd demographic, you’ve seen them. Horribly forgettable and captive of their genre, they use the same crunching music over and over again, the same jumpy cuts from one FPS kill to the next. Even good games can be made to look uninteresting and cliched - while great games, like the beautiful Shadow of the Colossus, just aren’t the sort of things that play well in the 30-second ad format. It’s similar to movie trailers that way - the more features, the more complexity, the less ability to simplify and sell - so a crappy and formulaic genre film paired with a recognizable drumbeat, an ominous voiceover, and a quick jump cut at the end is transformed into nicely motivational preview, while plot-heavy indie films can be harder to scale down. Sometimes impossible.

That said, after seeing the PS3 ad mashing up Shakespeare’s Henry V St. Crispin’s Day speech tonight, I was reminded that really is some quality ad work out there. So here’s a quick list of my personal Top 10 Video Game Ads.

The only rules: no fan made inclusions - otherwise Half Life Full Life Consequences or Half Life in 60 Seconds would take the cake, and no print media, even though that’s where some of the best work has been done (who can forget the impressive Divine Comedy PSP promotion).

10 - Water Balloons

A devious little ad promoting the online multiplayer capability of XBox Live, set to the creepy strains of “Teddy Bear Picnic.” Frank Budgen has done some great work on this front - he worked on at least three of the ads on this list, besides his work for Nike and other big names.

9 - Gears of War: Mad World

This is on here mostly as a contrast with the kind of FPS game ad I noted before. It’s similar in some respects to this ad for BioShock set to “Beyond the Sea”, but the Gears ad featuring Gary Jules’ Mad World has an enduring following, and hits the right note for Gears’ post-apocalyptic environment.

8. George Plimpton doesn’t know Henry Thomas

This ad just gets more bizarre every time I see it. George Plimpton was the spokesman for Intellivision, and made a host of good ads for them, but the humor here is that Henry Thomas had just finished making E.T. - the idea that Plimpton wouldn’t recognize him was just ridiculous.

7. Pole Position

Turn your speakers down for another throwback. “Hey! You look like a real jerk!” “Well, I am a corporate executive…”

6. Mountain

Another multiplayer ad, with much the same feel as the XBox one, albeit for a different system. But I love this one more, not just for the soundtrack, but the perfect encapsulation of the exhilarating feeling you’ve experienced if you’ve ever broken into a national Top 100 list (I’ve only done this once - Warhawk, right when it came out) on a multiplayer game.

5. Ratchet and Clank

The Ratchet and Clank ads were ahead of their time in their Youtube-esque feel. I always liked the one with the gravity boots best. Also, Cloverfield is totally a ripoff of these ads.

4. Halo 3

These are all ads from the Halo 3 “Believe” campaign, which are just a phenomenal representation of the war documentary feel. I wish the game was as good as these ads - but I’ve always loved the initial teaser, which ran during the Super Bowl, even better:

3. PS9

Now this is a classic. There is still a minor cult around this ad - and a running joke that whatever console problems there are, they’ll be fixed at the PS9 stage - and the design in it is excellent. The only problem: at the rate we’re going technologically, I doubt we’ll have to wait til 2078.

2. “Banned” XBox Shooting ad

I still kind of doubt that this ad was actually “banned”, as opposed to just released as a bit of internet fodder. But it does take me back to the days of running around the backyard with fingers raised or nerf guns, and the inevitable arguments that would emerge about whether someone got hit or not.

1. Double Life

By far, the best ad ever done for any game system ever. And one of the few bizarre ads created for Sony (and there have been a lot of those, many of which are magnificent triumphs of awful) that actually works. This doesn’t just work: it speaks to anyone who’s ever played a game and loved it so much as to enjoy “a life of dubious virtue.”

This week, there were more than nine thousand Diggs for this Youtube Vid, “Why every guy should buy their girlfriend a Wii Fit.” The vid itself has over 780,000 views at the time of this posting, and no wonder, since it primarily consists of a t-shirt-and-underwear clad girl gyrating in time with the Wii Fit’s hula hoop game.

It’s a simple construction: sex sells. And I’m sure that any boyfriend would be proud to post this. Except that, on further inspection, this looks like it’s just another viral ad - albeit a somewhat edgy one for otherwise child-friendly Nintendo. Shoemoney lays it all out:

The first clue to me was the username on YouTube: tinsleyadvertising

Then a quick search on the Tinsley Advertising site lead me to the employee page where I found 1 guy who looked very similar to the guy in the video. His name is Giovanny Gutierrez.

From Gio’s Bio:

Giovanny Gutierrez
Director of Interactive Media

Gio comes from the future. He is perfectly versed in most programming languages, dreams in code and can’t sleep when his pixels aren’t in order.

As Tinsley’s Director of Interactive Media, he creates web, e-mail and interactive marketing solutions that perfectly integrate with television, radio and print campaigns. Gio is a master of e-commerce, having created web portals for scores of businesses. He was founder and creative director of web-design firm Ionic Studios, teaches digital web programming at Miami-Dade College, is a certified Macromedia Developer, an Apple Certified System Administrator and a Certified Internet Webmaster. He’s also won numerous awards and accolades in the web design circuit.

Gio will be your point man on anything even remotely futuristic. Be nice to him or he will hack into your bank account.

Then doing a quick search on flickr with those tags we come across some interesting photos also tagged as tinsley which also give us clues as to who the girl is in the video. It appears to be another tinsley employee named Lauren Bernat.

If you want to see photos of Lauren and Gio fooling around at what looks like an office outing, head on over there. What is the internet coming to if you can’t even believe that a hugely popular web video with a gyrating female is honest and sincere, instead of some devious capitalist plan?

Christine has the Wii Fit in DC right now, or we could try a more honest substitute.

Update: The Consumerist is all over this.

>> An extremely accurate piece on why web advertising so often = fail. Scott Karp writes: “We need to invent new forms of advertising on the web. But it’s more than that. Facebook introduced Beacon as a new form of advertising — but it didn’t create a lot of value for users. Online advertising must create value for users or it will create little or no value for advertisers. This would seem self-evident, but it has not been the case with traditional advertising, which was developed for CAPTIVE audiences, and web users are increasingly anything but captive.” (h/t Ruffini’s FriendFeed)

>> I’m an ad addict.  Everyone who knows me knows this - they’re the pop art form of the modern age.  I even find some of my favorite songs through them.  And yes, all ad addicts have our favorite agencies - the ones which manage to make everything seem effortless, charming and authentic - and I’m not alone in loving 72andSunny, whose work you might recognize (they worked on the new Nike/Guy Ritchie campaign).  Their most recent ad to stick in your head is this wonderfully childlike I Love The Whole World campaign for the Discovery Channel.  Gosh, I love this stuff.

>> Nike remains the all-around best TV advertiser of all time.  They have the power to make anything seem awesome.  So even if you hate soccer, you are required to watch this. Ah, that takes me back. (And oh yes, that’s Guy Ritchie and the Eagles of Death Metal).