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

How do you feel about Amazon buying Twitch?:

Shout box

You're not permitted to post shouts.
Papa MidnightI could say the same about race. I certainly enjoyed being on the receiving end of this while playing StarCraft II this past week: http://i.imgur.com/mIZA1QB.png (and this is actually mild compared to what I usually see). Report players? What a joke...08/29/2014 - 12:29am
AvalongodWhether you approve of Sarkeesian's view or not, no woman deserves to be the target of that kind of harassment and it won't stop until men tell each other it's not appropriate under any circumstance.08/28/2014 - 8:44pm
AvalongodI'm guessing the twitter account was a troll, but come on, I'm sorry, it's just disgusting someone is saying those things to Sarkeesian whether serious or a joke.08/28/2014 - 8:43pm
ZippyDSMleesocial movement that is bringing most of these issue to the spot light to be nothing but trend mongering white knighting bullies who are not much better than the hateful moronic bullies on the other side.08/28/2014 - 5:20pm
ZippyDSMleereflects the world we live in while the rest is the worst stuff that should be focused on. Leaving whats reflected in the same boat as everything else that's exaggerated and skewed by media/fiction and happliy consumed by current society. I find the socia08/28/2014 - 5:20pm
ZippyDSMleemales live off the power fantasy but once you realize as a male you will never reach what fiction or media calls perfect it demoralizes you just the same. And I would not call female negative stereotypes rampant and out of control not when 70-80% of it re08/28/2014 - 5:19pm
ZippyDSMleeNot saying that there is not a difference in the treatment of males and females in media, but males are begin painted as near perfect superhumans with cliched flaws it dose as much damage to the psyche as how females are treated. Sure you could claim that08/28/2014 - 5:19pm
ZippyDSMleeNeeneko:As I said if you do not 100% belive it then you are a Neanderthal. Theres more gray to everything than black and white.08/28/2014 - 1:27pm
NeenekoMeh, the "PCism" is just trotted out when people do not know their place and dare to complain about things the speakers think are fine. How dare people complain about how they are treated/portrayed, it is not like it bother us, our feelings matter!08/28/2014 - 1:13pm
ZippyDSMleeNeeneko I do not think its against feminism but rather against PCisim’s and that most things are offensive since if you do not believe that you are a Neanderthal that beats women,ect..08/28/2014 - 12:48pm
Neenekocomplete with the standard 'she is a lying and attacking the game industry! threats are wrong but she did it to herself' comments.08/28/2014 - 11:28am
Neenekosad, but not surprising. the backlash against feminism has been growing the last few years.08/28/2014 - 11:25am
PHX Corphttp://www.rawstory.com/rs/2014/08/27/feminist-video-game-critic-forced-to-leave-her-home-after-online-rape-and-death-threats/ Feminist video game critic forced to leave her home after online rape and death threats08/28/2014 - 9:43am
Uncharted NEShttp://kotaku.com/once-again-atlus-doesnt-want-you-to-spoil-the-new-pers-162782610808/28/2014 - 5:17am
Uncharted NESOnce Again, Atlus Doesn't Want You to Spoil the New Persona08/28/2014 - 5:16am
lomdrPretty much, Andrew. And hell, it helps that it is a bit reasonably priced too. $8 for 1, $12 for both at once08/28/2014 - 3:43am
Andrew EisenMP - Probably not and for good reason. That term holds a lot of deserved negative baggage.08/27/2014 - 10:02pm
Uncharted NESApprently there is still a classic mode, but...08/27/2014 - 9:34pm
MaskedPixelanteSo, there's been massive positive reception to the Mario Kart 8 DLC bundle. Somehow, I doubt it would have gotten as much positive buzz if they called it a "Season Pass".08/27/2014 - 9:34pm
Uncharted NEShttp://m.pcgamer.com/2014/08/27/quake-live-makes-newbie-friendly-changes-in-latest-update-people-get-mad/08/27/2014 - 9:19pm
 

Be Heard - Contact Your Politician