While only the latest piece of Microsoft’s intensive marketing campaign for Halo 3, the “Believe” series of advertisements is unique even among advertisements in that it focuses almost entirely on the game’s concluding storyline.

The advertisements center around a painstakingly constructed diorama of a battle featuring detailed models  of marines and aliens, eight to 19 inches in height, duking it out over a devastated city. Two of the short ads, including the latest one, feature veterans reminiscing over the war in the style of “Band of Brothers.” Another is a making of documentary, and the fourth pairs shots of the model with a little Chopin. All of them recognize the role Master Chief played in turning the battle around and giving hope to the beleaguered human marines.

The opportunity to “play the hero” has always attracted me to some games. The player takes up the heroes path, saves the world and has a tangible impact on the game’s setting, which is far more eventful than anything I can ever picture myself getting into. This aspect of games, however, is rarely used to steer a marketing campaign, taking a backseat to ubiquitous sellers like graphics, gameplay and game-related gags.

The Believe series of advertisements do not highlight new features or gameplay, or even show any of Halo 3’s next-gen visuals. They emphasize the epic nature of Halo 3’s story, and the absolutely pivotal role the protagonist plays in saving humanity, a role that the player must take up and see to the end.

While naturally done in the interest of profits, turning Halo 3’s release into the entertainment event of the year, the Believe ads show an increasing emphasis on story, now becoming a selling point for the game rather than an excuse for an interstellar shoot-em-up.