Dead Space 2 is the new Joe Camel

EA’s new ‘Your Mom Hates This‘ ad campaign for Dead Space 2 is one of the stupidest, most short sighted marketing moves I’ve ever seen. It will come back to bite EA almost without question, but more importantly it will come back to bite all of us who want to see the gaming business mature and garner respect.

Back in the late 90s there was a huge broohaha when the FTC said RJ Reynolds’ Joe Camel ads were a deliberate attempt to market cigarettes to minors. That single ad campaign quickly created a perception in the American mind that cigarette companies were flatly evil and astronomical tobacco settlement cases are part of the 90’s zeitgeist. What EA is doing with this ad campaign is even more blatant and is likely to launch a whole new barrage of class-action lawsuits from the folks who are already convinced that video games create Columbines.