Resident Evil 6 may have already gone on sale in some parts of Europe, but when the game officially releases over here next month, it will launch alongside "the most disturbing and frightening advertising campaign ever" created, the campaign's creators have revealed.
Created by London-based ad agency Brothers & Sisters, the campaign includes two TV ads; 'Cries for Help' and 'Last Goodbyes'.
Both of the "emotionally raw" ads show people in their final moments before succumbing to zombies.
The first post-watershed ad, Cries for Help, is due to air on ITV1 during half-time in the Moldova v England match this Friday, September 7 at 9pm.
The ad will be followed up at a later date by Last Goodbyes, which shows men and women leaving emotional goodbye messages to loved ones.
The global campaign also includes an augmented reality game, where fans can be selected to "restart humanity" by submitting themselves for a series of psychological and physiological tests, and giant missing person walls featuring posters of fans and journalists.
Viral marketing will also start appearing on eBay, "such as university jerseys contaminated with the C-virus that causes zombie mutation".
"In advertising it's very rare to find a client like Capcom, prepared to make work this brave," said Andy Fowler, founder of Brothers and Sisters.
"Both in terms of the bleak subject matter and in going to air with a film that has no branding on it, and leaves the audience to discover what it's for. This project has taken us to the darkest places in our imaginations and we are phenomenally excited to see how the world reacts."
