Sarif Industries Are Sponsoring Deus Ex 3

Remember to remove before wiping.

Yesterday I got jolly (justifiably) cross about some Facebook-based nonsense “advertising” Deus Ex: Human Revolution. Today I would like to celebrate some really rather excellent nonsense advertising Deus Ex: Human Revolution. The very splendid fake ad below is a gag-free, wonderfully made commercial for Sarif Industries – they behind the beginnings of human augmentation.

I’m most impressed with the natural acting. It would have been tempting to exaggerate, but they’ve really nailed one of those creepy US adverts for pharmaceuticals/self-help programmes. Good stuff.

There’s also a beautifully made (if astonishingly slow loading) website to go with the ad, which is worth playing around with for a bit. It ends up doing something else. Which looks interesting.


  1. Daniel Rivas says:

    Staring Eyes tag missing.

  2. skinlo says:

    That was pretty awesome, great website!
    Slightly scary as well.

  3. The Hammer says:

    Oh wow. That really nails what makes an advert. Very authentic piece. I wonder if there’ll be more…

  4. fiddlesticks says:

    My piano playing is augmented.

    I’m so sorry.

    • Bhazor says:

      “I play the piano a million times more than I used to”
      She’s the star of the next game.

      Deus Ex 4: I hope you like pianos.

    • Mr_Initials says:

      Followed by Deus Ex 6: Landscape Photography and Deus Ex 7: Playing football with your son.

    • Worldbeing says:

      What happened to Deus Ex 5, there?

    • Tainted says:

      We don’t talk about Deus Ex 5…

  5. Cinek says:

    old stuff. This ad was in net for long, long while.

    • Gundato says:

      Yeah. I recall pointing out how similar this was to the Cobra Industries “commercial” for GI Joe Renegades.

    • Jacques says:

      You’re confusing the new ad with the one on the site, which has been out for a while.

  6. Jacques says:

    The music on the Sarif Industries site is rather good.

  7. Moni says:


    I’m saving up to pre-order a roboarm now.

  8. Pijama says:

    Wasn’t this posted here already somewhere?
    Or I am thinking that every news PC-related comes from RPS these days. Oh crap…

    EDIT: Oh, this one is new! Sorry. :D

  9. cmc5788 says:

    Was anyone else half-expecting that kid to go flying when the football hit him?

    • Nicholas Totton says:

      Nope, but when they were about to show the girls hands playing the piano I was expecting her hands to do that weird spidery thing from Ghost in the Shell where that guy types on the keyboard and each finger breaks off into a dozen tiny fingers and each one of those breaks off into tiny smaller ones where he types all at once.

    • Ricc says:

      Yeah, something like that would have been amazing. Her hands look like gloves. The scene with the fingers is totally the most scary thing in that movie for me.

    • Josh Brandt says:

      Yeah, I totally was.

  10. Nicholas Totton says:

    I wish I could replace my bad eyes and ears with robo ones.

  11. westyfield says:

    A BALL?!

  12. manveruppd says:

    Creepy but brilliant! :)

  13. FalseMyrmidon says:

    I hope the game does a good job showing how augmented people become the second class citizens they are in Deus Ex. Right now I’m having a hard time visualizing that (which can, admittedly, make for a more shocking transformation).

    • .backslash says:

      They were never second-class citizens. Anna and Gunther were just then becoming obsolete and jealous at JC and Paul’s nano-augmentation that had them look normal.

    • Bhazor says:

      Actually, that is how they’re treated in this game. Look at the stills from the old teaser trailer link to . Invoking the “equal but separate” era with all the subtlety you’d expect from Squaresoft.

      But to me thats all just a bit daft and in the real world they wouldn’t be treated as second class citizens by the population but as threats to the working/middle class. After all they’re able to out work and out perform normal people and are arguably comprised of the already rich and powerful (some reason I doubt you’d get this on the NHS). I think it would just be more interesting if it was the augmented people being pricks and shunning the normal people. With the normal people looking up to them and envying them like Hollywood stars or celebrities. They could have subplots of people having cut rate cosmetic biomods to try and have the same augmented look or a character doing interviews for a fashion magazine. Theres a whole slew of issues on body image, celebrity, class, secularism, identity et al that they could approach with this set-up that it just seems like such a shame to wheel out “Augmented People Enter From The Back” instead.

      I just think that by now critiquing 1950’s style American segregation has pretty much been done to death.

    • .backslash says:

      Plausible, but not certain. We know from the trailers that there’s an escalating anti-augs movement, with violent protesters clashing with authorities, but we don’t yet know whether that’s the general outlook, or just a vocal minority of religious fundamentalists or extreme technophobes. With Sarif being quite a big and profitable company, specializing exclusively in augs, I’d say it’s likely that most people don’t mind them.

      And yes, it’s much more probable that when genetic/nano/mechanical/biotech improvement becomes commonplace, unmodified stock people will become unemployable second-class citizens, forming a new underclass. I actually read somewhere, can’t really remember where, that in such a scenario the rich and poor will separately evolve into different species, unable to interbreed in less than 500 years. But that’s of topic.

    • aerozol says:

      If some super rich kids starting hanging out with modified bodies that could do everything better than me, I would be pretty pissed/ jealous. Even if I hide it.

    • CMaster says:

      It’s worth pointing out that “real” augmentations wouldn’t make them better in every way than you. They’d be better at some things, but worse at others.
      The suggestion of using augs for outdoor/mountaineering seems kinda impractical, as who really wants to have to lug around a miniature generator or massive stack of batteries as well as all their food and clothing. Making limbs “stronger” brings in a whole load of problems as well – ask an engineer what happens when you replace a wall with a big piece of steel in a brick house, or when you stick a jet engine on a WWI biplane. You’d also struggle to match the subtlety of movement of real limbs too. Same with things like eyes – you’d gain augmented reality stuff and maybe some neat features like zoom, at the cost of peripheral vision, lens flare, etc.

      Back to the game however, the mech augs in Deus Ex mention the prejudice and treatment they receive. People see them as “freaks” or dangerous. The bar-tender in Hells Kitchen and Gunther are both kinda touchy about it. Of course, part of that has gone away – the mech augs in DX:HR are no longer ugly and clunky – something of a shame I think.

    • Bhazor says:

      Sadly, the old trailers do seem to be going for the normal people protesting augmented people as less than human (“You can’t be human with a mechanical heart” is one placard outside Sariff industries). Which is kind of like if the race riots of the 1970s were white supremacists complaining about Blacks getting all those rights. It would make much more sense for the augmented people to be protesting and getting beat down if they were going for the oppressed minority route.

    • JackShandy says:

      In the early trailer, you can see Adam jensen cracking a glass as he tries to drink from it. Apart from that, I haven’t seen much mention of the downsides of mechanical limbs.

    • Grygus says:

      @Bhazor: That behavior wasn’t restricted to 1950s America, though. We’re sneakier about it now but we still haven’t learned the underlying lessons. Today it’s about being against gay people. Tomorrow it’ll be against someone else. We haven’t actually changed at all. The story is still sadly relevant.

    • John P says:

      .backslash, you’re wrong. Take a look at the DX continuity bible (written by the people who made the first game, so they would know):

      the totally human of this world look down their noses at those who have been mechanically augmented.

      Despite the effectiveness, and in some cases, the necessity of body modification, augmented humans are considered monsters. They look like primitive Borg and are widely feared by humans. The nano-augmented characters (like the player) are the first augmented humans who can “pass.” To look at one, you might not even notice he or she is not a full human.

      This creates a tension among the three types of humans:

      – Total humans consider themselves purse and are at the top of the heap. They need augmented humans but fear and distrust them. Most total humans don’t even know nano-augmented humans exist.

      – Mechanically augmented humans have their own airport security systems and have to register with government authorities. They are second-class citizens, looked down upon even by the non-augmented poor. There’s no way a mechanically augmented human can pass for normal for very long. They’re not allowed in certain locations and have separate facilities, ostensibly tailored to their unique needs but really as a way of controlling them.

      link to

      Bolded emphasis added. Can’t get much clearer than that.

      Of course, Eidos has totally ditched the idea of mechanical augmentations looking monstrous and primitive, hence FalseMyrmidon’s concern.

    • Erd says:

      Outside the bible shown, it makes sense that the civilian ones shown in the ad would be more inoccuous. They do make modern prosthetics out of flesh coloured plastics.

      Edit: Theres a concept of the original Gunther with a terminator-esque robot leg floating around the internet. But I guess he’s military so performance> cosmetics.

    • Lars Westergren says:


      >Invoking the “equal but separate” era with all the subtlety you’d expect from Squaresoft.

      As an aside, Square Enix are just the publishers. When people commented how very Ghost in the Shell the trailer looked and it was obvious Square Enix is a Japanese company, the Canadian developers said the game artwork looked like that a long time before Squeenix signed up to publish it, and that they have been given unprecedented freedom in developing the game. Square Enix have been very hands off and a pleasure to work with apparently.

    • .backslash says:

      @ John P: Ooh, I apologize then, guess my interpretation was wrong. Weird, I did read the DX Bible years ago, and totally forgot that part. And yes, that makes it a valid concern.

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      Joshua says:

      The augs are still, however, quite noticable. I think they are also quite ugly. But now they have paint. And more poly’s.

  14. Flobulon says:

    Question – where’s the cheapest place to preorder DX:HR?

  15. kyrieee says:

    Hand holding the eye = Illuminati’s hand holding the globe

  16. Teddy Leach says:

    My vision is augmented.

  17. Yosharian says:

    How do you properly access the ARG in this website? It keeps popping up and then disappearing, gah

  18. lethu says:

    Oh nice, I gonna post this in my facebook just to see the reaction of those of my friends who are not gamers. I bet they gonna think this is for real… [insert evil laughter here]

  19. Yosharian says:

    Ah I figured it out. Neat. I guess these must be some augmentations you can get in the real game. The claymore one sounds fucking awesome.

    Hurry up and release this game Eidos, damn you

  20. Splynter says:

    Anyone else notice ‘Mt Denton’ in the augmented reality overlay (it’s only in focus for a half second, around 0:16)? Nice touch.

  21. 20thCB says:

    After all the money they’ve pumped into marketing etc this game better be good… oh god how i want it to be good >.<

  22. Bhazor says:

    “Yesterday I got jolly (justifiably) cross about some Facebook-based nonsense “advertising””

    Ok, sorry to bring this topic up again, why is it unacceptable for that kind of advertising when it wasn’t acceptable to be cross the Potato Sack did exactly nothing despite the insistence it would unlock the game early? I mean one cost some people over £20 and the other… is clicking a button on a website for exclusive pictures. Yet only one prompted an angry blog post.

    Maybe I’m missing something.

    • .backslash says:

      The purpose of the PS was to release the game early. The purpose of mass liking on fb is to release a bunch of promotional material. You shouldn’t beg to get adverts.

    • godwin says:

      And also, people actually made payment in exchange for games, at a discount, with extra content. What.

    • Bhazor says:

      So are you saying all trailers and screenshots are adverts? Does that make RPS a sellout for linking to them?

      beg (third-person singular simple present begs, present participle begging, simple past and past participle begged)
      (intransitive) To request the help of someone, often in the form of money.
      He begged on the street corner from passersby.
      (transitive) To plead with someone for help or for a favor.
      He begged her to go to the prom with him.

      Really not the same as “clicking a button on a website”.

    • Daniel Rivas says:

      “So are you saying all trailers and screenshots are adverts?”


      “Does that make RPS a sellout for linking to them?”
      Of sorts. Oh well.

      Clicking “like” on something spams everyone on my Facebook friends list who hasn’t yet had the good sense to click “Ignore items from Daniel”. It’s a shitty way to “involve the community”.

    • Bhazor says:

      Clicking “like” on something spams everyone on my Facebook friends list who hasn’t yet had the good sense to click “Ignore items from Daniel”

      No it doesn’t. Liking something on Facebook brings up a one time post on other peoples pages (which is one line that says for example “Daniel has liked Marwencol”). They don’t receive any other messages from that thing you liked or else I’d be getting daily messages for Jersey Shore and Pizza Hut.

      But heavily advertising a set of games with no relation to the game they’re promoting on the suggestion that doing so will unlock bonus content and extras is fine? The point is that the angry blog post yesterday seemed totally out of left field to me. The fact that he seemed take it so personally I mean.

    • Daniel Rivas says:

      “Liking something on Facebook brings up a one time post on other people’s pages.”

      Yes. It’s annoying, and it makes me think slightly less of everyone involved. It’s bad enough when it’s just some nonsense joke, but it’s worse when it’s something that’s trying to sell me a product that they’ve clicked because they might get to see a trailer. And that’s because it looks desperate, on both sides.

    • Bhazor says:

      “Oh that guy I know likes that game/movie/tv show. What a twat.”

      I honestly give up. Clearly some people just take it personally and I have no idea why.

    • Daniel Rivas says:

      “I have no idea why.”

      Oh, I very much doubt that.

    • Frank says:

      Starcraft 2 had a similar promo, with a lot of artwork and music.

    • bill says:

      Didn’t the potato sack buyers spend 20 quid on a load of games? Didn’t they infact get said games for a very low price? And said games got extra content for free.

      How does that equate to being asked to spam your friends in order to receive advertising? Advertising that they’re hardly going to withhold).

    • Bhazor says:

      Those games were a) marketed heavily with a promotion that didn’t actually do anything and b) they had absolutely zero connection to the game they were promoting. They also cost £20 and required much more busy work.

      As I said before there is no spamming involved. Liking something does not post anything on your friends pages. The only time you’ll know they liked something is if you go to their profile and read through their news. Have you actually used Facebook?

  23. .backslash says:

    I’m quietly hopeful. Ever since the h+ made it into one of the first trailers, I’m thinking that at least they got the trans-humanist angle pinned down. Now please let the actual in-game story and gameplay be as good as the world-building.

  24. Zaboomafoozarg says:

    Hasn’t this video been out for 48 years now?

  25. TooNu says:

    Sarif Industries, handle balls better.

  26. Luckz says:

    Embed link to instead, it’s the real upload by eidos, not some shitty reupload by some assholes full of tags and bullshit.
    Lets somebody watch it without everything being spoiled, too, besides the “Eidos Montreal” bit.

  27. BeamSplashX says:

    “At first, I was like ‘No chess-playing augmentation? What about augmenting MY life, Sarif?’ but then I realized that I could get around it by killing other players with my skul-gun.”

    Sarif. They won’t live long enough to see your WARFACE!

  28. Tetragrammaton says:


  29. Hypocee says:

    [nerd] The muscles that drive your piano-playin’ hands are in your forearms, rargh! [/nerd]
    Magnificent nonetheless.

    • El Mariachi says:

      Also the dad throws that football entirely incorrectly. You don’t push it like a dart or a paper airplane; it spirals when you throw it as you would a spherical ball. I guess that’s why he needed the augmentation.

  30. Angryinternetman says:

    Well… all is not lost in the “augmented people look like monsters” thing. In this prequel we have all the good technology because the world hasnt collapsed yet.
    But now im just making things up to compensate the changes.
    That usually means for me that the game im playing is going to be good, if it stimulates my thougths this much.

  31. Corrupt_Tiki says:

    I’d like to augment her.

    • adonf says:

      Her teeth augmentations make her speech a bit weird, don’t you think ?

  32. DBG says:

    John, I am dissapointed. This ad and the serif website are very old, it’s frustrating to see you write about it as if it was only added just now to go with the facebook shit.
    I think the website was even mentioned on RPS at some point when it appeared.

  33. Sardaukar says:

    I’m probably late to the party on this, but I cannot get over how clever the company name is- an industry leader in human augmentation called Sarif.

  34. bill says:

    Anyone see this link to ?
    The future is now.