Video game TV spots are rarely over 30 seconds long. Air time is super expensive after all. That doesn’t matter to EA though as it wants its latest shooter, Battlefield 4, to finally beat Call of Duty this holiday season.

EA revealed its Battlefield 4 TV spot today, and it’s a little different. Unlike Activision’s hilarious colonoscopy ad for Call of Duty: Ghosts, EA decided to gather Battlefield focus group testers to talk about their experience with the game. It’s a refreshing take on the video game ad as it focuses on what it’s like to actually play the game instead of the usual method of making a film trailer.

If you prefer your ads to be a bit more traditional, check out some of the recent gameplay trailers for DICE’s latest shooter. As expected, it’s all very impressive.

Battlefield 4 launches October 29 for Xbox 360, PS3 and PC. It will be out on November 15 for PS4 and November 22 for the Xbox One. The Xbox 360 and Xbox One versions will be getting timed exclusive DLC.

[Image: eavision/YouTube]