In the September issues of EGM (Electronic Gaming Monthly), OXM (Official Xbox Magazine), and other magazines around that month, an advertisement following Microsoft's "Believe" marketing campaign is featured. The ad in the magazines show John-117 walking down an eerily empty road way, Assault rifle at the ready, sweeping the shadows for enemy contacts. At the top of the page it tells of his actions, and how that he is the embodiment of human perseverance, how he is the last of his type yet still fights because he knows what is right. And after that, a simple sentence that speaks volumes.