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.
TechnogeekI'll be honest. I mostly just wanted an excuse to use that line.07/02/2015 - 1:13pm
Andrew EisenIt's long scrolled out of the Shout box so here's the article in question if anyone wants to read it: http://www.wired.com/2015/06/rape-scenes/07/02/2015 - 1:05pm
Andrew EisenOh come now, I don't believe Goth said the Wired author shouldn't be allowed to say what he claims she said.07/02/2015 - 1:04pm
TechnogeekWhich really makes it seem like Goth_Skunk's complaints are nothing more than...(•_•) (-•_•)>⌐■-■ (⌐■_■)...crocodile tears.07/02/2015 - 12:22pm
TechnogeekYou know, despite often as I've seen Gators conflate criticism and censorship, it's still kind of ridiculous to see "YOU SHOULDN'T BE ALLOWED TO SAY THAT" as a response to "you probably shouldn't say that unless you can do it well".07/02/2015 - 12:22pm
Andrew EisenI get the feeling Nintendo suspected the same thing would happen with the Wii U.07/02/2015 - 12:16pm
Andrew EisenMecha - Yeah, pretty much the only way you're getting away with a console that's a full technological generation behind is if it become's a full-blown pop-culture phenomenon like the Wii.07/02/2015 - 12:16pm
Infophile(cont'd) That's basically what the article is saying about rape. If you don't know enough about it to handle it well, it's a bad idea to do it, as you'll probably do it poorly.07/02/2015 - 12:06pm
Infophile@Goth, EZK: For example, I could very well try to write a book about the difficulties of living with Fibromyalgia. No one would stop me. However, since I don't know a thing about living with fibromyalgia, writing a book about it would be a very bad idea.07/02/2015 - 12:05pm
MechaCrashI just hope they realize that part of the problem with the Wii U was its relative lack of power. You can still make good games with what the Wii U has, but third parties won't want to deal with it when they can target the more popular PS4/XB1.07/02/2015 - 10:59am
Andrew EisenReplace "NX" with "QOL" and I'd buy it as potentially true.07/02/2015 - 10:51am
Andrew EisenNintendo to start manufacturing NX in October to target a July 2016 launch with 20 million consoles shipped the first year. Sure... http://www.digitimes.com/news/a20150702PD204.html07/02/2015 - 10:47am
james_fudgeLet's avoid name calling in the shoutbox07/02/2015 - 8:55am
E. Zachary KnightThe Daily WTF has a nice run down of some of the impact to software that the US Supreme Court ruling on gay marriage has. http://thedailywtf.com/articles/i-m-not-married-to-the-idea07/02/2015 - 7:45am
MechaCrashGee, how did people ever get the idea Gaters are morons who argue in bad faith? It's such a mystery.07/02/2015 - 7:03am
E. Zachary KnightGoth, again, no one is saying that we shouldn't be writig uncomfortable subject matter. What people are saying is that chances are you are going to write it poorly so it would be better to not have done it at all.07/02/2015 - 7:00am
Goth_Skunkdiscussed or portrayed in an expressive medium. Such an opinion only serves to stifle discussion. And as I said before, the only thing not worth talking about is what shouldn't be talked about.07/02/2015 - 6:50am
Goth_Skunk@Info: The same reason why I would entertain the notion that the Wired article writer could be right: Curiosity. Except in this case, I'm not curious at all. I'm not interested in hearing anyone's opinion on why uncomfortable subject matter shouldn't be07/02/2015 - 6:49am
IvresseI think the problem with the Batmobile is that they made it a core aspect of the game that you have to do continuously. If it was basically a couple of side games that were needed for secret stuff or a couple of times in the main game, it would be fine.07/02/2015 - 5:38am
Infophile@Goth: If you're not willing to entertain the idea you might be wrong, fine. That's your right. But why should anyone else entertain the idea that you might be right? If they go by the same logic, they already know you're wrong, so why listen to you?07/02/2015 - 3:53am
 

Be Heard - Contact Your Politician