It's not the most obvious way to market a game (especially since it can't really mention Borderlands 2), but where Gearbox (or their British PR helpers) miss out on conspicuousness they more than make up for with wardrobe authenticity.
Was this an actual...paid commercial? Like on TV?
I remember one of my classes talking about what makes a bad commercial, and not at all naming what you are trying to sell or even your company was at the top of the list. But if it is just viral internet marketing, then whatevs.