It’s a timeless truth. People love a good fight. And there’s no greater fight than Mortal Kombat. This unprecedented, iconically violent video game changed the industry and blazed a trail for titles like Grand Theft Auto and Call of Duty.

And the legend was back with a vengeance.

To introduce the world to Mortal Kombat X, we created the largest fight circle in history.

In the commercial, word spreads about a fight. What begins as hushed whispers quickly takes over the city. Soon everyone is swept up in a spontaneous, frenzied crowd to witness the fight of all fights.

The insight that people are primally drawn to fights inspired the spot and informed the media plan. 80% of the buy, including the spot’s debut, took place during March Madness - the rabidly watched, massively popular championship tournament of college basketball.

As a result, the spot reached core fans of the franchise while introducing new fans to the ultimate fight. The spot ends with word of another fight bringing the game’s “Who’s Next?” tagline to life.

The tagline also invited fans to take on all comers and in true Mortal Kombat fashion, dominate them completely.