This may have been mentioned  before, but the Blur ads are directly targeting kart racers: 
  

I've heard from some real haters of this ad.  Not sure why. I thought it was a brilliant way to embrace the Mario Cart comparisons (that couldn't be avoided anyway) to sell games.  Nice to see a game ad that is a little risky and non-traditional (and its an Activision game to boot!)

I love the cutey-racer world that Brock Lee comes from - and it really. really is apt to describe Mario Kart and the whole blue shell world that it lives in, besides the fact that the blue shell itself appears to be some sort of vicious weapon of mass pain in the ass, the Mario Kart series is too rubber-bandy.

I thought the ads were very funny, and I guess it is nice to see Activison release a game that I wouldn't mind owning for once.

I found them funny, kind of like Bad Company's ads (all though I think DICE kind of ran those in to the ground a bit.)
 
Edit:  Also, I'll definitely be getting Blur.  I had an amazing time with the beta.