Dead Space 2 depends on mom's disapproval.


advertiser: Electronic Arts
agency: Draftfcb, San Francisco

To promote its new game, Dead Space 2, Electronic Arts decided to show its goodness by turning to the most reliable game rating method possible: mom’s disapproval. If moms don’t like a videogame then it’s got to be epic. After all, mom never had your best intentions in mind, are we right? Anyways, with the help of Draftfcb in San Francisco, EA set up this little study to see how moms would react to seeing the goriest parts of the game, effectively haunting the participants’ dreams for years to come.