The other night I had the TV on but wasn’t really paying attention – until this commercial came on. The ad campaign for Dead Space 2 is quite possibly ingenious. Personally, I am not a big fan of video games but this commercial stopped me in my tracks and had me laughing. The ad successfully gains the attention of its target audience (males aged 17-25+) with an opening of mothers reacting in horror to the video game graphics. The funny and unique approach is topped off with a witty website url: YourMomHatesThis.com. Designers – take a que from PS3 commercials and do something BOLD, demand attention from your target audience.