Potential
In a first for advertising in the UK and perhaps the world, Prototype 2 has launched an over-18 live advert to adults in London. Shown in Covent Garden, an area of London normally associated with family entertainment, the legal age-only advert for the launch of the video game, released on 24th April, was deemed too explicit for younger viewers and those with a fragile disposition.

As a result, the live ad, featuring actors playing the characters of leading hero Sgt. James Helle, his evil counterpart, Alex Mercer, Blackwatch military and the Infected, was shown at 9pm after the UK watershed had passed. The advert not only served to shock audiences gathered watching in Covent Garden, but also those watching via YouTube who had tuned in especially to watch the live stream.