Gritty, brutal and, for many, more fun than a barrel of Marios, the Gears of War series is as macho as they come.
Unless you're watching a trailer.
As quiet and moving as the games are loud and visceral, the trailers of Gears of War are some of the most memorable pieces of promo in the business. They're influential, too, having been mocked by competing franchises and emulated by upstarts. Get in the mood for Gears of War 3 with these five indelible vids.
Michael Andrews and Gary Jules' stripped down cover of the Tears of Fears classic 'Mad World' was already something of a hit thanks to its appearance in the film "Donnie Darko." But when it was used to set up the first Gears of War game in this memorably understated trailer, it became indelibly linked to the plight of hero Marcus Fenix.
From Microsoft's E3 2008 press conference, this Gears of War 2 trailer eschews music in favor of Alan Seeger's World War I poem, "I Have a Rendezvous with Death." Effective, compelling, and brutal…just like Gears.
If you thought the Mad World trailer was sad, check out this introspective vid for Gears of War 2. Set to "How it Ends" by DeVotchKa, it sees Marcus, Dom, Cole and Baird enjoying a moment of reflection before being thrust into the heart of the Locust swarm.
'Ashes to Ashes'
Gears is as much about brotherhood as it is bloodshed. This trailer for Gears of War 3, the final act in the trilogy, hammers that point home courtesy of the stirring track "Heron Blue" by Sun Kil Moon.
'Dust to Dust'
The last Gears of War trailer is, unsurprisingly, as much about its moody music as it is about its gunplay. This time it's "Into Dust" by 1990's alt-rock group Mazzy Star, a fitting track for the end of the road.