Caruso Company and their client, uCool. They have a very amusing concept of "The man on the street" combined with over-the-top special effects that mimic the excitement of the game. These are actual real people in the ads, walking by the mystery control-box that triggers epic magical attacks on the streets of San Francisco and Oakland! I still don't know how they got such great reactions from these people... maybe the lightning and ice-meteors aren't CG effects after all!
Watch the "Lightning Master" spot below, and check out the other two equally cool spots: "Ice Mage," and "Admiral."