# Legal Age-Only Advertising Prototype 2 Launches With First Over-18 Live Advert By Julian | Published 2012-04-27 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/over-18-live-advert References: [mirror](http://www.mirror.co.uk/lifestyle/staying-in/video-games/prototype-2-launches-with-worlds-first-804285) & [prototypegame](http://www.prototypegame.com/) In a first for advertising in the UK and perhaps the world, Prototype 2 has launched an over-18 [live advert](https://www.trendhunter.com/trends/highprofile-marketing-event) 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](https://www.trendhunter.com/trends/samsung-ads-gamebreaks), 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](https://www.trendhunter.com/trends/the-hacksmith) who had tuned in especially to watch the live stream. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 14% | Activity: 47% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Viral](https://www.trendhunter.com/viral) ## Key Themes ### Why This Trend Is Growing - **Over-18 Live Advertisements:** Disruptive innovation opportunity: Create live advertisements specifically targeted towards adult audiences, allowing for more explicit and engaging content. - **Legal Age-restricted Content:** Disruptive innovation opportunity: Develop platforms or services that cater exclusively to legal age-restricted content, providing a safe and appropriate environment for mature audiences. - **Audience-specific Advertising:** Disruptive innovation opportunity: Implement targeted advertising strategies that reach specific age groups, ensuring that advertisements are displayed only to the intended audience. ### Industries Being Reshaped - **Gaming:** Disruptive innovation opportunity: Create video games that appeal to mature audiences, incorporating explicit content or themes. - **Entertainment:** Disruptive innovation opportunity: Explore new ways to showcase adult-oriented content in traditional entertainment formats, such as movies, TV shows, and live events. - **Digital Marketing:** Disruptive innovation opportunity: Develop advanced digital marketing techniques that can target specific age groups with precision and accuracy, ensuring that ads are delivered only to the appropriate audience. ## Related on Trend Hunter - [Helicopter-Towed Digital Screens](https://www.trendhunter.com/trends/ninja-gaiden-4.md) - [Connected Gamer Campaigns](https://www.trendhunter.com/trends/just-another-night-out.md) - [Young-Adult Metaverses](https://www.trendhunter.com/trends/roblox-17.md) - [In-Game Billboard Advertising](https://www.trendhunter.com/trends/gameloft-for-brands.md) - [Clear In-Game Billboard Advertisements](https://www.trendhunter.com/trends/american-truck-simulator.md) - [Cinematic Video Game Spots](https://www.trendhunter.com/trends/droga5s-wake-up.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Gamer-Inspired Snacks](https://www.trendhunter.com/trends/kitkat1.md) - [Dynamic Metaverse Billboards](https://www.trendhunter.com/trends/metaverse-billboard.md)