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

Will we ever get Half-Life 3?:

Shout box

You're not permitted to post shouts.
MechaTama31Who cares? Gimme Portal 3!10/01/2014 - 9:38pm
quiknkoldAndrew : Mostly I decided there were better people who could explain what was going on, or fight any battles that may come up. so I decided not to talk about it anymore.10/01/2014 - 8:49pm
Andrew EisenI don't recall you promising that. GamerGate is not a taboo discussion here. Anyway, thanks for the link. Very interesting.10/01/2014 - 8:47pm
quiknkoldI know I promised to not talk about Gamergate again, but Intel just pulled sponsership from Gamasutra over it http://techraptor.net/2014/10/01/gamasutra-intel/10/01/2014 - 8:40pm
quiknkoldP.T. is a game I just cannot play alone. I puss out hard on it. need somebody with me when I play that. Kojima was right. it is Pants Shittingly Scary10/01/2014 - 6:17pm
quiknkold@james_fudge not playin all the way through. P.T, Silent Hill(Not sure which), Resident Evil Gamecube Remake, Alien Isolation, Ghostbusters, Outlast, Super Castlevania 410/01/2014 - 6:04pm
james_fudgeI wish I could like that last shout.10/01/2014 - 5:48pm
MechaTama31Tried out Sims 4 on my brother in law's pc. Promptly got my sim exhausted, to soil himself, then sent him without cleaning up to mock people at the museum. Good times...10/01/2014 - 5:33pm
E. Zachary KnightSo they figured out how to share CPU cycles between pools and their advanced emotions engine? Sweet.10/01/2014 - 2:53pm
MaskedPixelantehttp://www.joystiq.com/2014/10/01/ghosts-pools-darth-vader-coming-to-the-sims-4/ Pools no longer impossible.10/01/2014 - 2:06pm
james_fudgeDon't eat angry.10/01/2014 - 1:49pm
E. Zachary KnightI am pretty hungry. I feel like I could smash some supper. Not sure if I am up for making a collage though.10/01/2014 - 1:00pm
Matthew Wilsonhttps://www.facebook.com/SmashBrosEN/events What a weird idea. Nintendo will be bringing Supper smash brothers for 3ds and wiiu to collage football games.10/01/2014 - 12:52pm
PHX CorpI'll give the hosting 2 Streams on twitch a spin during extra life marathon10/01/2014 - 12:41pm
james_fudgequiknkold:: oh yeah which games?10/01/2014 - 11:20am
Andrew EisenInfophile - Your comment is on the second page. Scroll to the bottom and click "Previous Entries."10/01/2014 - 9:55am
MaskedPixelantehttps://time.com/3450854/amc-netflix-imax-crouching-tiger-hidden-dragon-boycott/ Theatres refuse to show the new Crouching Tiger movie because... well, I'm sure they've got a good PR spin reason, pick one.10/01/2014 - 9:06am
IanCForza Horrizon 2 isn't even out yet, but theres already a 31 car DLC pack, along with a season pass....10/01/2014 - 8:42am
quiknkoldstarting my Halloween Spooktacular Stream today. Every day from 7-11, I'm going to be streaming Spooky games on Twitch.10/01/2014 - 8:37am
MaskedPixelanteSteam is going to start charging us Canadians in CAD. This is bad news... for people who don't use key sellers like GMG and GamersGate.10/01/2014 - 7:23am
 

Be Heard - Contact Your Politician