Bad Company 2 & French Army Ads Square Off

February 25, 2010 -

As part of a campaign designed to boost recruitment, the French Army introduced a new campaign that uses the slogan “Devenez vous-même” or “Be Yourself,” and directs interested parties to visit the website DevenezVousMeme.com.

The French Army ad appears to have caught the eye of Electronic Arts, as an article on LusoGamer (translated) points out that an ad for Battlefield: Bad Company 2 appears to have somewhat appropriated the French Army slogan. The similarities were not very difficult to notice as the giant ads appeared right next to each other (picture) in a French subway station. EA’s ad directed users towards the (inactive) website DevenezPlusQueVous-meme.com, which translates to “Be More Than Yourself.”

Army General Philippe Pontiès didn’t find much humor in the matter, telling French website Ecrans (translated) that:

We are clearly in a situation of abuse of slogan. So far, our campaign is working very well, we have very good returns.

The General also noted that the army has been advertising in videogames, with good results, and, ironically enough, has advertised in select EA game, such as NHL 10, NBA Live 10 and Need For Speed Pro Street. The General made it clear that the Army advertises only in racing or sports games, never army or military-themed games.

The ad appropriation issue has apparently been resolved through dialog between the Army’s agency and Electronic Arts.


Thanks Emanuel!


Comments

Re: Bad Company 2 & French Army Ads Square Off

Why is this even an issue?  Are we to hold slogans sacred against any type of reference, wordplay, or silliness?  It's not like the French army is the only "victim" of this, either.  "Army of Two" clearly riffs on "Army of One".  ZOMG, scandal!  Puh-lease...  If anything, it's simply an indicator of how the original slogan has penetrated the public consciousness, sort of like having Weird Al spoof your song.  It means you've made it.

Re: Bad Company 2 & French Army Ads Square Off

The translation of “Devenez vous-même” is more like "Become yourself" in a sort of self-discovery kind of way. EA's version translates into "Become more than yourself". But tiny issue there.

Point is, EA really shouldn't have done that. I can imagine french soldiers would have been pretty insulted if it made big news.

Re: Bad Company 2 & French Army Ads Square Off

I'm sure the British Government and the SAS is also totally pissed that Fallout used the motto "Who Dares Wins." As one of their quest titles.

Seriously, I don't know why everyone is worked up about this, probably some anti EA attitudes going on and using any excuse necessary to kick and scream about the company.

I thought this was a pretty tounge and cheek ad that you would see on the street and go like "oh, that's pretty funny seeing both of those next together." In no way shape or form do I think that your going to have someone see the French army ad going "Yeah I'll be myself!" and then see the Bad Company ad and go like "Screw joining the army." It's just not going to happen.

Re: Bad Company 2 & French Army Ads Square Off

EA, you already messed up Dante's Inferno with one act of stupidity. Don't you dare ruin Bad Company 2.

"The difference between genius and stupidity is that genius has its limits." -Albert Einstein

Re: Bad Company 2 & French Army Ads Square Off

I don't see how making an ad with a play on the French Army's recruitment slogan is "Ruining" Bad Company 2. It's not like the marketing department has any effect on gameplay, whatsoever. Same goes for Dante's Inferno. (Though, TBH, Dante's Inferno doesn't interest me in the slightest.)

 

Re: Bad Company 2 & French Army Ads Square Off

I'm a fan of Bad Company. I would rather EA doesn't do anything stupid that would give the game a bad rep.

"The difference between genius and stupidity is that genius has its limits." -Albert Einstein

Re: Bad Company 2 & French Army Ads Square Off

Meh. As far as I'm concerned, the game's marketing "rep" has nothing to do with whether or not I will buy the game. Yeah, some of EA's marketing ploys have been pretty stupid, but, frankly, I don't care.

For me: 

if(game.Quality >= GOOD && me.AvailibleMoney >= game.Cost){ me.BuyGame();}

Yes, I just did that. Sue me. :P

Re: Bad Company 2 & French Army Ads Square Off

It's made by EA. Too late.

--------------------------------------------------

I LIKE the fence. I get 2 groups to laugh at then.

-------------------------------------------------- I LIKE the fence. I get 2 groups to laugh at then.

Re: Bad Company 2 & French Army Ads Square Off

Clearly, the only way to resolve this is WAR.

Whether virtually or in real terms, I don't know.

 
Forgot your password?
Username :
Password :

Poll

Which group is more ethically challenged?:

Shout box

You're not permitted to post shouts.
Andrew EisenThat was quick! Pretty accurate cosplay of the new Ghostbuster uniform and proton pack: https://twitter.com/mirabellemusing/status/61673135125394227207/03/2015 - 6:23pm
Matthew Wilson@mast I dont know, but I do know it got a cult fallowing here.07/03/2015 - 6:22pm
MastermuneWasn't the Zero Escape series more popular here than in Japan?07/03/2015 - 6:19pm
Matthew Wilson@mast given the game was revealed in the US, I wouldnt be shocked if it was released at the same time.07/03/2015 - 6:15pm
MastermuneI don't trust the big AAA worldwide simultaneous releases though.07/03/2015 - 5:57pm
Mastermune@Infophile I have come to the conclusion that smaller games like zero escape, JRPG's and the like are actually worth preordering sinc they are limited quantities and since they usually release in japan first we know if there are any issues.07/03/2015 - 5:56pm
Infophile@Matthew! Awesome news. I'd preorder on that shout alone if I didn't have a policy against preordering anymore.07/03/2015 - 5:16pm
Matthew Wilsonzero escape 3 was announced today.07/03/2015 - 4:21pm
Matthew Wilson@pnx I am guessing a ddoss since that is what happened to neogaf, but sony needs to do a investment in psn as a whole. steam is still the most reliable and fastest digital platform I use.07/03/2015 - 3:06pm
PHX Corphttp://www.vg247.com/2015/07/03/psn-is-down-sony-investigating/ not again: PSN is down, Sony investigating07/03/2015 - 3:04pm
Matthew Wilsonhttp://www.vg247.com/2015/07/03/digital-extremes-trespasser-keystone-pc/ if true, this is funny and embarrassing for Digital Extremes. companies need too have better security.07/03/2015 - 2:57pm
Matthew Wilsonhttp://www.gamespot.com/videos/the-point-destiny-the-hardcore-gamers-slot-machine/2300-6425852/ this is very good, and well researched.07/03/2015 - 12:41pm
InfophileOther features to become standard: The ability to remap controls however the hell I want. Quicksave at any time (especially for handheld and mobile games). Plus everything Andrew said07/03/2015 - 10:43am
InfophileRegion-freeing becomes tricky for games with a strong online component though, especially when the servers are run by different branches in different regions.07/03/2015 - 10:41am
InfophileI'm in favor of getting rid of region-locking for any purchased games. I can understand an exception for free, ad-supported games, as many ads are only relevant in certain regions, and it's a ridiculous hassle to get ads for all regions.07/03/2015 - 10:40am
PHX Corphttp://kotaku.com/payday-2-has-been-broken-on-xbox-one-for-three-weeks-1715384186 Payday 2 Has Been Broken On Xbox One For Three Weeks07/03/2015 - 8:44am
Matthew Wilsonhttps://www.reddit.com/r/OutOfTheLoop/comments/3bxduw/why_was_riama_along_with_a_number_of_other_large/ here is a more complete acount of whats going on.07/03/2015 - 1:32am
Matthew Wilsonredit is on fire right now. most subreddits have been set to private.07/03/2015 - 1:24am
MattsworknameYou know andrew, those are actualy rock solid ideas, I woudl like those features a bunch ,especially with games that a cut scene heavly. looking at you kojima!07/03/2015 - 1:18am
Andrew EisenActually, "things I'd like to see become standard in video games" ain't a bad idea for one of my future YouTube videos.07/03/2015 - 1:05am
 

Be Heard - Contact Your Politician