In true Irrational style, the TV spot for Bioshock: Infinite glistens and shines as it takes you on a pre-rendered blast into Columbia.
Now that I think about it, it's been a very long time since I've seen a TV ad which restricts itself to just one scene.
It's vaguely reminiscent of the original award-winning trailer for Bioshock in that regard - being confident enough in itself to sell you on a small, self-contained story rather than bombard you with blink-and-you'll-miss-it edits.
Infinite has been coming out with some impressive videos already, and the style appears consistent through to the advertising campaign.
Check out the video below: