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Hitman maker launches ‘Kill this ad’ video campaign

  • Posted byby Dean Takahashi
  • Updated
  • 1 min

Agent 47 sure gets around.

The main character of Hitman, the assassination game for the PC and consoles that debuts today, appears in a new ad campaign today that the creators hope will go viral. Dubbed “Kill this ad,” it’s is a clever way to publicize this release from developer IO Interactive and publisher Square Enix in the $99.3 billion gaming industry. Square Enix partnered with creative agency Omelet to create the marketing campaign.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.