Your Mom Hates Dead Space 2

This campaign is quite a few months old, but it’s still worth sharing, as I believe it’s a super strong yet super controversial idea. The principle is simple: if your mother hates something then, if you are a 17 years old kid, you are probably gonna love it. So if you want to promote a violent video-game (Dead Space 2) in a market flooded with similar titles, why don’t you show moms disgusted and horrified by such video-game?

The insight is great. I love the way they turned a focus group with the wrong audience to their advantage. Very Don Draper
What we should question is probably why there are such violent video-games on the market. But this is another story…

The agency is DraftFCB, San Francisco.
The campaign won the Bronze Cyber Lion in Cannes this year. You can read more about the case study here.