Valve's new ad puts Portals on your tv

Portal Technology is about to make an appearance on your television set, but not because you’re playing Portal 2. It’s still a bit early for that, but developers Valve have given gamers a sneaky-peek at their upcoming TV commercial, starring everybody’s favourite co-op contraptions, Atlas and P-Body.

This new video has actually been made in-house, for a number of reasons. A recent [surl=]interview[/surl] with Valve‘s Vice President of Marketing, Doug Lombardi, saw him explaining that not only does the company know its stuff better than anyone, but it’s also much easier to edit things when you’ve made them yourself.

“With the Portal 2 ad, we playtested it and were able to make changes during production. With an agency, those types of tests are too often left to a post-mortem – at which point, the value of those realisations is pretty close to worthless.”

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Doug also explains that he’s sick of ‘copycat’ campaigns and the lack of originality in the marketplace today. The new Portal 2 promotion took eight weeks to put together, and in the UK (at least), will be complemented by an outdoor marketing push that will see portals popping up on the side of buses and in assorted train stations.

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