They don't use expensive pre-rendered cinematics. They don't license famous old songs. They don't play on TV during the NBA playoffs. But that doesn't matter. Niche PC publisher Paradox Interactive still makes the best video game trailers in the world regardless.
Above, you can see their latest, for the very hardcore, very PC game Crusader Kings II (well, its new expansion, The Old Gods). It's an expansion about Vikings, so, metal, yeah.
Below are some other Paradox trailers. I have laughed more, and forwarded these to more friends, than anything I've ever seen on a stage at E3. And isn't that half the battle when it comes to these things?