At the recent Xbox Games Showcase in June, Microsoft unveiled a trailer for the highly anticipated eighth installment in the Gears of War series—a prequel that aims to blend its trademark violence with unexpected emotional depth. The trailer opens with younger versions of familiar characters Marcus Fenix and Dom Santiago, capturing what Microsoft describes as “an emotional homecoming like no other.” Yet it’s the haunting melody of Tears for Fears’ “Mad World,” played softly in the background, that truly resonates with viewers. One YouTube user poignantly remarked, “As a 41-year-old man, that piano got me tearing up.”
This moment harks back to the iconic 2006 Gears of War trailer, where a solitary Fenix traverses a devastated landscape to a cover of the same song by Gary Jules. Microsoft is clearly leaning into nostalgia; as Don Draper from Mad Men once said, nostalgia is both delicate and powerful. Eighteen years later, that original trailer remains one of gaming history’s most effective marketing pieces, tapping into the underlying melancholy of what appears to be a hyper-masculine shooter.
Back in 2006, Cliff Bleszinski was just 31 and working as a game designer at Epic Games. He was crafting a shooter that revolved around the bond between rugged soldiers and their chainsaw-wielding weapons—a concept he described as a “chocolate-and-peanut-butter situation” in an MTV promotional film. However, initial playtesters expressed concern that the graphic violence might be too extreme. With the Xbox 360 just launched and no new Halo title on the horizon, Gears needed to take the spotlight as a system-seller for Microsoft.
Reflecting on that time, Bleszinski said, “You need a game that someone can show off to their partner and say, ‘Look how cool this is!’” There were legitimate worries at Microsoft about whether players would appreciate the high level of gore. One executive mentioned in the MTV film that the chainsaw’s notorious reputation was a controversial subject. In response, Bleszinski firmly believed that the over-the-top violence was exactly the branding they were targeting.
In the end, they got their way: Bleszinski unveiled the iconic chainsaw rifle at E3, earning tremendous applause. However, while this weapon became emblematic of the game, it was not the sole driving force behind Gears. During its development, Bleszinski was grappling with personal challenges, including a troubled marriage, which inadvertently connected him to the game’s narrative.
In his 2022 memoir, Bleszinski recalls a friend named Tom D’Arcy pointing out how sad the music blaring from his Dodge Viper was. With “Mad World” and “My Immortal” on heavy rotation, he found comfort in the work that evolved into Gears of War. “I believe sometimes the best work comes out of tortured artists and sadness,” he shares, recognizing how the game’s blending of brutal masculinity and emotional depth has become his legacy.
Microsoft’s support played a key role in this journey. They understood that for Gears to truly thrive, it needed a compelling narrative alongside its famed combat. As Peter Kingsley from Xbox marketing recalls, “We knew that to become a true system seller…we needed to showcase the beauty and richness of the story universe.” The result was a trailer that beautifully captured the game’s emotional undertones without relying on dialogue or gunfire.
It’s a fortunate coincidence that the trailer featured Gary Jules’ rendition of “Mad World”—a song that deeply resonates with Bleszinski. “I never asked them to use it,” he remembers. This pairing transformed public perception, elevating Gears from a simple display of violence to a poignant exploration of loss and struggle.
Brett Hocker, a creative director at Hammer Creative, emphasizes the significance of this moment: “Gears was doing some real world-building and storytelling. It really started making games feel like an event.” The serious tone of the trailer stands in stark contrast to the more light-hearted MTV promotions of that era, illustrating the evolution of video game marketing.
As Bleszinski reflects on the themes of “Mad World,” he acknowledges the distance he has traveled since then. “I just think warmly and fondly over the fact that I was a phoenix who rose from the ashes of a crappy marriage.” Ultimately, the true essence of Gears of War lies not only in the mix of chainsaws and guns but in the emotional depth surrounding them. With the inclusion of “Mad World,” Microsoft’s intention is for audiences to embark on a nostalgic journey back to a time when Gears achieved that perfect balance.
