Resident Evil 6 is to get "the most disturbing and frightening advertising campaign ever," according to Capcom's UK Ad Agency, Brothers and Sisters.
The campaign will consist of two films, 'Cries for Help' and 'Last Goodbyes', which according to The Drum, will see "people captured in the final moments of their lives, before they succumb to zombies."
'Cries For Help' which will be the first film to debut at 9pm on ITV1 on September 7, sees people from all corners of the globe call to the skies for salvation as the end approaches. The 'Last Goodbyes' meanwhile, sees men and women leave emotional last goodbye messages to loved ones on their computers and phones.
In addition to the commercials, augmented reality press ads, listings of exclusive artefacts for sale on ebay and a dedicated Facebook app will also form part of the campaign.
"In advertising it's very rare to find a client like Capcom, prepared to make work this brave. Both in terms of the bleak subject matter and in going to air with a film that has no branding on it, and leaves the audience to discover what it's for. This project has taken us to the darkest places in our imaginations and we are phenomenally excited to see how the world reacts."