Posted by Raine Hutchens on Feb 7, 2011

EA Targeted Due To Scared Moms Campaign

In case you haven’t seen it, EA (in part with Visceral Games) led a campaign to market their new game, Dead Space 2, that was… A bit unorthodox. The campaign was entitled “Your Mom Hates Dead Space 2,” and in it we saw real mothers who were subjected to viewing parts of the game and in return they game feedback. I personally found the campaign to be hilarious, but others out there didn’t.

Now EA is in some very hot water over the whole thing.

A parents’ advocacy group has targeted EA about the campaign, and has decided to get the ESRB involved.

Seriously, what year is this? Dead Space 2 is rated M for mature, meaning that it is not meant for anyone under the age of seventeen, and if anyone under that age is playing it they would have to get parent’s consent to do so. Really?

Most of the mothers in this campaign, though, look more like grandmothers than mothers, in my opinion. This has been brought up as a problem. Either this game is being directed at kids who think making their parents angry is a fun hobby, or they think that the children of these “mothers” (who would easily be in their twenties now) like pissing their parents off.

In short, either scenario doesn’t do EA any real justice.

Common Sense Media has taken action against EA, thinking that their intentions with the campaign were more evil in nature than humorous. The advocacy group has enlisted the aid of ESRB, stating that they need to “sanction Electronic Arts for creating an ad campaign that would be irresistible to teens and younger boys”.

Patricia Vance, Common Sense Media’s president, spoke out about the issue saying:

“We think it violates the ESRB’s Principles and Guidelines for Responsible Advertising Practices. The question is does the ESRB stick up for kids or not.”

One thing I am pondering here is if Common Sense Media even knows anything about ad campaigns, or how the ESRB  runs. EA is maintaining their innocence with the campaign, saying that they’ve done nothing wrong, and that the ESRB had to approve the campaign in order for it to run, which they did.

Good luck Common Sense Media. Looking forward to seeing how you lead in this fight.

What do you think?


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