Team Fortress 2 recently wrapped up some of the best copywriting in the past few years. For those who don’t know, Team Fortress 2 is a video game – a very entertaining video game that I have wasted many hours on. There are nine characters in the game and each of them was given their own little video to tell their story, or as the Team Fortress 2 site puts it:
[Team Fortress 2] started with nine mercenaries, each with his own distinct personality. Because they live inside a frantic multiplayer shooter, though, the only facets of those personalities people got to see were the screaming, shooting, and being-on-fire parts. Enter the Meet the Team shorts, showcasing the mercs in their off-hours—arguing with their parents, barking orders at their head collections, or just strumming a guitar by the campfire. Also we made a movie about a sandwich.
These videos are some of the best copywriting I’ve seen in a while. The series started back in 2009, but it’s been well worth the wait to see all nine.