Assassin’s Creed might have just taken viral marketing to the next level at Olympics opening ceremony

The opening ceremony of the Paris Olympics kicked off today with the usual fanfare: pyrotechnics, live performances, and, uh, a guy in an Assassin’s Creed get-up running the Olympic torch across the rooftops of Paris.

It’s been nearly a decade since Assassin’s Creed Unity took players to the streets of France for some revolutionary parkour-and-murder shenanigans. But that sure didn’t stop what very much looked like a tribute to the game and its French developer, Ubisoft, taking center stage at the Olympics opening ceremony today.

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