We're Mature and They're Kiddie!
Now that the "Extreem" era is finally drawing to a close, unimaginative advertisers have come up with a new hook on which to lure young gamers who want to be cool. It's the "we're mature, and the other guys are for kids" angle. Honestly, nobody cares about being "like a kid" except actual kids. The fact that one of the biggest of these recent campaigns was focused on Kart Racers, of all things, just shows how ludicrous this kind of name-calling is.
We Dare Ads
The ads for Ubisoft's ill-fated We Dare were so bad they deserve their own category. These attempts to make an adult-oriented motion-control Truth or Dare game look sexy produced anything but the intended reaction. Viewers found them hilarious at first, then downright uncomfortable as the poor actors were directed to pretend they were having fun in a series of increasingly humiliating scenarios. Also, Wiimote licking? Ewwwwwwwwwwww.
While the ads provoked the expected outcry from the usual morality squads, that's usually a plus for a title that plays up its raunchiness in TV ads. Becoming the laughingstock of the Internet instead of being viewed as sexy was a more likely nail in the coffin of the game, which was canceled shortly after the ads went viral. Not to mention that the European ad rating board, PEGI, banned the ads from being shown because they were deemed to be "misleading" in terms of how the game actually worked. The actual game, in fact, was so innocuous that PEGI rated it as appropriate for ages 12 and up. Oops.
Video game ads today are more professional than ever before, and many now happily exist alongside ads for other entertainment products. Still, bad ads can hurt a product or a company's image, and in these days of digital video, they will never go away. Go ahead, Google We Dare. The terrible ads are still out there, even though the game will never come to be.
Date: October 3, 2012
*The views expressed within this article are solely the opinion of the author and do not express the views held by Cheat Code Central.*