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

What do you think about Bill Paxton taking on the film role of Jack Thompson?:

Shout box

You're not permitted to post shouts.
Matthew Wilsonmetaphorically speaking of course04/17/2015 - 9:40pm
Matthew Wilsonhttps://soundcloud.com/totalbiscuit/brevity-is-the-soul-of-twit I agree with TB twiter is not good for anything more their links. twiter is a toxic wasteland, and I wish I can nuke it from orbit.04/17/2015 - 9:38pm
MechaCrashI can understand why Sony wants the Pokemon and Smash movie rights, but it's not hard to see why Nintendo wouldn't want to sell to them. Kinda their competitors in the console arena.04/17/2015 - 8:01pm
PHX Corp@MW We won't know until the nintendo General Shareholders meeting if the leaks(From Sony Pictures) is true or not04/17/2015 - 7:55pm
MechaCrashIn GG news: they got kicked out of Calgary Expo for getting a booth under false pretenses and disrupting panels. http://www.themarysue.com/calgary-expo-gamergate-evicted/ How long before they get thrown under the No True Scotsman bus?04/17/2015 - 7:53pm
MechaTama31EZK: Because what if I want to see that website I was looking at a while ago? Well, just keep scanning through my tabs til I see it! There's an aspect of archaeology to it, too. "Oh yeah, I was looking up how to build my own pizza oven. Good times..."04/17/2015 - 6:52pm
Matthew Wilsondo it in the art style of those trailers, and I am on board.04/17/2015 - 5:24pm
PHX Corphttp://mynintendonews.com/2015/04/17/sony-were-apparently-trying-to-get-the-rights-to-a-pokemon-and-super-smash-bros-movie/ Sony Were Apparently Trying To Get The Rights To A Pokemon And Super Smash Bros Movie04/17/2015 - 4:14pm
E. Zachary KnightCan't wait to see the new digs on Saturday.04/17/2015 - 1:41pm
Andrew EisenBy the by, I moved this week so if I dropped a comment thread or two, my apologies for leaving you hanging.04/17/2015 - 12:22pm
Andrew EisenIf I were going to buy Mortal Kombat X, I'd wait for the inevitable Game of the Year edition that includes all the DLC for an overall cheaper price.04/17/2015 - 12:22pm
PHX CorpMortal Kombat X: On Disc DLC Confirmed Read more at http://gamingbolt.com/mortal-kombat-x-on-disc-dlc-confirmed04/17/2015 - 12:17pm
james_fudgeme04/17/2015 - 8:37am
Ryan RardinWho else would like to see The Misadventures of Tron Bonne on PlayStation Classics?04/17/2015 - 2:21am
ZippyDSMleeso I can save my bookmarks and nuke it with a ree install put my bookmarks back reget all my plugins and I am good to go04/17/2015 - 2:15am
ZippyDSMleeMechaTama31: I run 70 tabs and use a suspend plugin to suspend them. i have a folder in my bookmarks that have all my pluings in it04/17/2015 - 2:14am
E. Zachary KnightOnly one question: Why?04/16/2015 - 10:16pm
MechaTama31Most of which I could probably delete the bookmark for too, if I had the inclination to wade through them.04/16/2015 - 9:16pm
MechaTama31So I've been keeping my set of tabs in firefox for years now. I finally got tired of the sluggish performance and eventual memory bloat and decided to archive them all to bookmarks and start fresh. 792 tabs. >.>04/16/2015 - 9:15pm
Matthew Wilsonhttp://www.vg247.com/2015/04/17/march-2015-npd-battlefield-hardline-ps4-bloodborne/ sadly expected. I only own pc, but I did want bloodborne to beat hardline.04/16/2015 - 6:44pm
 

Be Heard - Contact Your Politician