Microsoft took the lid off its Gears Of War 3 world premiere ad last night during the Champions League final - and you can watch it below.
Marcus's father makes an unexpected appearance to kick off proceedings, and then there's a cavalcade of guns, gruesome enemies and, naturally, grisly encounters. The whole thing features plenty of in-game footage from the title's campaign. Lap it up.
The obligatory rock soundtrack is provided by Black Sabbath's War Pigs. Nice.
Gears Of War 3 is due for release worldwide on September 20, exclusively for Xbox 360.