The tagline “Assimilate This” works well, blending the cocky attitude gamers expect from action ads with Star Trek lore.  Unfortunately this positioning message tends to make the game look like a pure action/arcade game – the copy text even goes so far as to mention you’ll send the Borg to “Fragville.”   That’s all well and fine, but what about the game’s great plot and story?  The whole concept of the main character's development is completely lost in the ad, as is any mention of the Voyager cast members who appear in the game.  I'm sure Activision wanted to tend away from making this look like another "Hollywood game" and instead pitch it to the hard-core action fans, but at the same time, some mention of the plot and main character would have been beneficial.

Otherwise, this ad works -- After you look at the Borg screenshot, you'd be nuts not to at least download the demo.