Microsoft will be running unique 'live' TV ads throughout the next week to promote Gears of War 3.
As detailed by MCV earlier this month, the advertisements will show off game footage complemented by live statistics of how many people are playing online as the ad airs.
The ads start tomorrow (Friday, September 23rd) and will run until October 3rd in the form of six 30-second TV spots, according to Joystiq.
"It is on the scale of what we did for Halo Reach and Halo 3," said Xbox's UK sales and marketing director Stephen McGill. "Television is the main centrepiece of the campaign."
Gears of War 3 was released earlier this week worldwide, meaning plenty of people will be playing online as each TV spot airs, urging fellow Xbox 360 owners to buy the game and join them.