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.
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.
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.
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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.