Bad Company 2 & French Army Ads Square Off

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

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, 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!

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  1. 0
    insanejedi says:

    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.

  2. 0
    FlakAttack says:

    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.

  3. 0
    MechaTama31 says:

    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.

  4. 0
    Valdearg says:

    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. 😛

  5. 0
    Valdearg says:

    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.)


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