Publisher 2K Games has taken a tongue-in-cheek tone in marketing Gearbox Software’s sci-fi shooter Borderlands before.  They put out a video mimicking Christian Bale’s breakdown on the set of Terminator Salvation.   The TV spot for the game continues that tone in messaging and presentation, one that fits both its futuristic western-comedy positioning and quirky art style.  Even the spot’s marketing slates get the cheeky treatment, with one touting the game’s 87 bazillion guns.

One highlight in the spot is how it channels the opening credits in a Sergio Leone Western to stylishly present marketing bullet points while essentially forcing viewers to read them.  Another is the treatment of the game’s box art at the end, adding motion to the character on the box.  It really draws the eyes to the packaging.

Watch it at Shack News.