I suppose that makes it a meta-advert? Leaving behind the dim fragments of my English degree… You heard right! Not a new ad for Uncharted 3, but an ad for and ad.’ Why go to all that trouble’ you might be asking? Well, because that shadowy fellow overhead is supposedly someone famous. Who the devil he is, along with the trailer itself, will be revealed in Japan in five days time and, probably, will be posted on this very site not long after. Feel free to visit the official Japanese Uncharted 3 site for the meta-ad.
Thanks to Andriasang for the info.
