Australia Bans Dead Island: Riptide Ad

May 30, 2013 -

A new television ad for Dead Island: Riptide has been banned by Australia's Advertising Standards Board, despite appeals by its local distributor AIE that the content it was banned for was "contextually relevant" to the game. The content that got the ad yanked for broadcast was a couple committing suicide to avoid getting ripped apart by a pack of zombies.

"The cinematic implication of violence in the advertisement is intended to convey the desolate terror afflicting the game characters," a statement from AIE reads. "It conveys the hopelessness of the games' characters as they are faced with the overwhelming horror and violence of vast numbers of zombies hunting them, without actually depicting the violence of zombie vs character interaction in the game."

The Advertising Standards Board came to a different conclusion:

"The Board noted the fantasy content and the stylized nature of the advertisement and considered that the issue of suicide is a depiction of violence which is not justifiable even in the context of an advertisement for a computer game aimed at adults," it said. "The issue of suicide is a very significant community concern and considered that the use of images which are strongly suggestive of suicide is not appropriate in the context of a television advertisement for a computer game."

You can check out the ad for yourselves to your left.

Source: Eurogamer



Re: Australia Bans Dead Island: Riptide Ad

I would have thought you'd see some gameplay in the ad.

All they had to do was only air it after 8:30pm... they do it for other ads, so why not that one. Besides, young kids should rightfully be in bed by then. 

Either that, or make a gameplay ad and have that show here instead.

Re: Australia Bans Dead Island: Riptide Ad

If they did something similar on Neighbours or Home & Away it would be considered "heart-wrenching" and advertised for weeks to get bums on seats. We're a dumb lot.

Re: Australia Bans Dead Island: Riptide Ad

Exactly, and both of those shows are on before 8:30pm when small children are still up watching them.

The logic here in Australia fails me a lot of the time. If common sense prevailed then the banning of this ad wouldn't have happened.

Re: Australia Bans Dead Island: Riptide Ad

I would have banned the ad simply for not showing any actual game play. But that's just me. wink

I see nothing wrong with the ad. It is a fairly common action in desperate situations. Situations where one knows that death is the only outlet.

Re: Australia Bans Dead Island: Riptide Ad

Well, there are peeping tom zombies as the couple shares a tender moment before BBQing themselves (and the surrounding zombies)... The interesting thing though is that they seem to not even care if it's something a real person possibly would do in order to keep themselves and/or loved ones from becoming souless monsters, despite the game being targeted at adults.

Fairly closed-minded if you ask me.

Re: Australia Bans Dead Island: Riptide Ad

"If it comes to starvation, I know what I'm doing.  Take one of these, walk right out there with the fuse lit and let 'em take me down.  Boom."  -Burt Gummer, Tremors


Andrew Eisen

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