From the very beginning of the franchise, Gears of War has been as acclaimed for its mesmerizing advertising campaign as it has for its intense and engaging gameplay, its story and its so-very-endearing characters who we couldn’t help but to feel for, to sympathize with, to cry for. The first game’s “Mad World” commercial is considered by many to be the best ad for a video game in history. Three years ago Gears of War 2 brought us “Last Day”: an ad that yanked our heartstrings hard. It also introduced me to the music of Devotchka (“How It Ends” subsequently became one of my favorite songs, for a lot of reasons). Then April of 2010 we got the announcement of Gears of War 3 with the “Ashes to Ashes” trailer, which had me looking for more music by Sun Kil Moon.

And then there was “What Have ...