Latest Call of Duty commercial reinforces negative gamer stereotypes

If you watched any football this past weekend, chances are you saw the latest Call of Duty: Ghosts commercial, featuring a bunch of guys dodging bullets, blowing stuff up, and spitting game at Megan Fox. If you missed it, have a look below. Then we’ll talk.

From a creativity standpoint, the commercial is phenomenal. This live-action re-imagining of Call of Duty announces that next-gen has arrived; realism, here we come. Beyond the concept, the commercial is well-shot, the acting holds up, and there’s an amusing juxtaposition between the wild action and the big-band sounds of Sinatra. There’s plenty to praise.

So why am I down on the ad?

Stereotypes. And particularly those aimed at the stereotypical gamer (the portrayal of the black guy is another topic for another day). There are three parts that kill it for me:

1) The fat dude

cod1

Not every gamer looks like this, though it’s a prevailing stereotype.

I understand the need for diversity, but do we really need a chunky guy in this commercial? I get it: “There’s a soldier in all of us,” even Captain Blubs with his rifle and khaki shorts. Fine, point taken. But do you see any thick-bodied soldiers running around in the actual games? In the end all we’re left with is reinforcement of the stereotype of the overweight gamer who sits around eating chips and climbing leaderboards.

2) Megan Fox

cod

Chicks might save your ass online. Just don’t expect them to look like this.

Infinity Ward recently added female character avatars to the game, so I understand the inclusion of a woman soldier in the trailer. That’s cool. But why is Megan Fox representing the female gaming population? I could stare at Megan Fox all day, but I doubt she’s ever held down an R2 button in her life. And then we have one of our fine soldiers in the commercial hitting on her. Real classy, Activision. Try taking female gamers more seriously in your next ad.

This just reinforces the stereotype that chicks aren’t gamers. Every person watching this ad thinks, “Whoa, she’s hot,” before they consider that women can compete on the virtual battleground.

3) The jolly attitude toward war

IRAQ WAR GAMES

Every American politician would love to blame this on video games.

Okay, they’re trying to portray Call of Duty as a blast, but do we need all four guys acting like they’re in the throes of meth rush? The expression on the humvee driver’s face during the tundra scene is comedic gold, but at the same time it’s ludicrous. Nobody’s that happy to drive a vehicle in a video game. And what are we ultimately left with? Four guys lollygagging as they shoot down choppers and dodge bullets. Four guys treating lethal combat as a joke, something to pump your fist and chuckle over.

Not only does this suggest that gamers are immature, but it insinuates the most negative of all gamer stereotypes: that we’re desensitized to violence. Call of Duty will sell millions of copies, but the millions upon millions who play the game won’t go out and murder someone. Gamers can distinguish between life and death, pixels and reality. Yet this Call of Duty trailer helps depict gamers as bloodthirsty mongrels who pick up an assault rifle right after they’ve put down a controller.

I’m not saying this commercial should be pulled. I’m not saying Activision and Infinity Ward shouldn’t have the right to air it. I simply want to see more class next time, a little more respect for the audience that funds all this advertising.

And what do you guys think? Am I being too analytical? Too harsh? Should I cut them a break since the ad’s concept is slick? Comment and let me know.

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3 thoughts on “Latest Call of Duty commercial reinforces negative gamer stereotypes

  1. From a marketing angle, Call of Duty practically sells itself. You’ve got guns, explosions and your boys, throw on the usual co-marketed Eminem single and watch that key demo line up out the door. Using Megan Fox only underscores who Activision wants to sell to.

    Of course it’s shallow and sexist, but they’re just existing in the same cyclical microcosm that they’re shilling to.

    Once upon a time, Call of Duty wasn’t afraid to push the envelope creatively. That has changed since they now dominate Q4.

    • Agreed, the CoD brand name itself sells the games. I’m left wondering why they bother blowing so much money on advertising that involves movie stars and full-on live action commercials.

      And what’s lost in all this is that the commercial doesn’t include a second of gameplay footage.

  2. I think you’re spot on. Most people are surprised that i’m a gamer because I go to the gym everyday and workout. I actually knew Megan Fox before she became famous and she’s not a gamer. I think Felisha Day would have been a better choice for the commercial. About what you said at the end i’ll just say after I finished playing games you didn’t see me on the news trying to perform a fatality on my teacher when I was a kid.

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