This advert is for Call of Duty: Modern Warfare 3 debuted just over a year ago.
Following EKB's model:
At the beginning of the trailer it immediately grabs the consumers attention by showing a 3D globe and zooming in on New York City exposing them to the contents straight away.
It proceeds to grab the attention of the consumer by highlighting "The Noob" and "The Vet" which is further embodied by the actors themselves who are high profile in the film industry (Jonah Hill and Sam Worthington). It also keeps the consumer focused by using a loud rhythmic song "Shoot To Thrill" by ACDC which has sprung back into popularity following its inclusion in the recent film "Iron Man 2".
The comprehension of the trailer comes at the end when the title card "Call of Duty: MW3" is revealed followed by a voice over which helps the consumer establish the connection between the action displayed in the trailer to the game being mentioned.
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