Electronic Arts’ graphic, violent and terrifying video game ‘Dead Space 2’ was set to be a certain hit amongst a small, but loyal, audience. Our task was to make it resonate with everyone else. And to get people to listen, particularly our target of cynical 18 year olds, we needed a credible voice. So, we turned to moms – because a mother’s disapproval has always been an accurate measure of what’s cool. We showed the worst moments in the game to over 200 moms and recorded their horrified reactions. And with that content, the campaign was born.
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