It was almost a month ago, but I found funny to mention it. Since the beginning of February, the French army has launched a new campaign (TV ads, website, etc.) with the new slogan “Devenez vous-même”, which can be translated into “Become yourself”. Until then, nothing unusual, isn’t it?
Except when Electronic Arts, the video game company, decides to appropriate the slogan for the launch of its new video game Battlefield Bad Company 2. Indeed, they modified it slightly, the slogan becoming “Devenez plus que vous-même”, “Become more than yourself”. Going further, EA placed always its bills with the slogan next to these for the French army. EA even created a website “http://devenezplusquevousmeme.com/” which runs to nothing. EA, humorists? The French army didn’t appreciate the misappropriation.
“We are clearly in a situation of abuse of slogan. So far, our campaign is working very well, we have very good returns.”, Army General Philippe Pontiès.
Maybe the French Army don’t have a lot of sense of humour. Maybe. Or they simply consider the game so bad that the comparison was an insult. What’s interesting to add is, the French army used Below the line (BTL) advergaming. In fact, they put ads with their new slogan and link to the website in certain EA games, such as Need for Speed Pro street (a racing video game) or NBA Live 10 (a basketball game). Only sports games, never army ones. A relevant choice of target group or not? Moreover, is the video game support a good place for all kinds of advergaming, or is it simply a dangerous and slippery ground?
[The ad issue was solved with dialog between both French army and Electronic Arts]
Angèle R.
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