Dear Isaac: about the Dead Space 2 “mom” ad

Have you visited the Dead Space website lately? Turned on the television? Then chances are you’ve seen the ad that promises, “Your Mom Hates Dead Space 2.”
Okay, I get the joke. Moms—good Moms, anyway, with a functional moral standard—tend to disapprove of the stuff anyone under thirty considers awesome. But there’s something disturbing about Electronic Arts and Visceral Games, the makers of the Dead Space sequel, going out of their way to prove how cool their new game is, and I’m fairly certain it has nothing to do with terrors in space.
I don’t put much stock into the guarantee that five out of five Moms hate Dead Space 2. Even if EA actually videotaped unassuming mothers and forced them to watch violent in-game footage, I doubt that every single one of them expressed identical conservatism about the content. There are Moms who are okay with video games; some even play them in their free time. Just because they censor what their kids play doesn’t mean they will always set forth those same restrictions once their children reach a more appropriate age.
Let’s face it. Concerned mothers would probably think a T-rated game was just as monstrous as Dead Space 2. Gamers have been there and heard that, but the ad doesn’t seem to appeal to a sensible crowd. It appeals to any teenager hoping to scare the beejesus out of their mothers. Because that’s what teenagers do.
Nowadays, I at least have the courtesy to shoo my Mom out of the room whenever I play a game that might be deemed questionable by her radar, knowing how she would react to seeing me decapitate zombies with feverish delight.
Sometimes the reaction is funny, I admit. But I find something wrong with the fact that EA has purposefully exploited Moms in order to sell game copies. Because even if those Moms were only paid actors and their trauma was faked for a quick laugh, there are still Moms out there who fit that description.
But more importantly, even if you could care less about what overbearing mothers think, EA’s cute little video probably isn’t doing our cause any good when it comes to outsmarting and negating video game protesters.
So go ahead. Buy Dead Space 2 because it’ll make your Mom cry. Just be prepared to put up with the backlash when your Mom and all her protester friends start stepping on your rights to play it.




