Cross-promotional music videos are a strange thing. Back at the end of the last century they were quite a popular marketing tool, there being many examples from Aerosmith’s ‘I Don’t Want To Miss A Thing’ from Armageddon to the Godzilla sodden ‘Come With Me’ by P-Diddy. They’re something that are seen less and less of today in the music scene, but that hasn’t stopped Eminem covering his latest music video for ‘Survival‘ in Call of Duty: Ghosts iconography.
The song is becoming a key part of Ghosts’ marketing, previously debuting in a multiplayer trailer. The promotion goes even further with both Infinity Ward‘s game and Eminem’s LP being tied together. Pre-orders at Gamestop will give buyers a coupon that will provide a discount on the game and a previously unreleased track on Eminem’s upcoming The Marshall Mathers LP. 2, both of which are due out on the same day.
The video is below, but beware, there the language makes it NSFW.
The video features in-game footage as well as a lot of Call of Duty: Ghosts imagery. The Ghosts logo is splattered all over the video, even Eminem himself adorning one of the game’s balaclavas. Cross-promotion videos can come off as a little disingenuous in the modern era especially for an artists as big as Eminem, so it is probably not a stretch to think that he has a genuine love for the series. That, and Activision are most likely paying well for his services.
Eminem’s affiliation with the series is long standing, his music being used on various Call of Duty game trailers in the past. In a similar occurrence he debuted his song ‘Won’t Back Down‘ from his then upcoming album ‘Recovery‘ on a Call of Duty: Black Ops trailer.
Oh, and if you watch carefully you will see a cameo from Riley the dog. He is never seen with Eminem in the video, so it seems that there were scheduling conflicts between the two stars. This is speculation, but it could perhaps suggest a behind the scenes rift between the two. Lets hope they can sort out their differences and learn to co-exist in Call of Duty: Ghosts’ final marketing push.
Call of Duty: Ghosts releases November 5, 2013 for the PC, PS3, Wii U, and Xbox 360; November 15th for the PS4; and November 22nd for the Xbox One.