Challenge Everything

Sitting in the cinema on Christmas Eve, waiting for Return of the King to start, endless ads, one after the other. After an epic trailer for Troy – a sort of Gladiator like film – comes a segment that’s obviously from the main event that we’re all waiting for. That’s funny, they don’t usually trailer the main item. The edit segued from film to computer graphics. It was an ad for Electronic Arts’ game of the film. The switch from film to computer blurred reality beautifully. Obvious if you knew, less than obvious if you were only partially paying attention.

Challenge Everything came the tag at the end. EA aren’t the first to use this tag – they’re not in the Top 5 on Google. But the message is clear. Everything is up for grabs, nothing is sacred. For me, and many like me, the challenge is everything.

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