In the days leading up to the release of the latest Ubisoft shooter Ghost Recon:Future Soldier, there was a lot of hype and excitement for what many assumed would be a really good game. If you read the recent review we did of the game, you would know that it is quite a fun game. But we aren’t here to talk about the game. It is the advertisement of the game leading up to its release that interests us. Specifically, this one:
As many visitors to the ad’s youtube posting have pointed out, Ubisoft seems to have forgotten it’s audience is comprised of women as well. Women who might not find such an ad indicative of Ubisoft’s intention to woo the female gamers. This Ad sends a confusing message for those of us familiar with Ubisoft’s various engagements and makes me wonder why Ubisoft thought this was a good idea. If it was to garner attention, positive or negative, towards a game that seemingly wasn’t getting much, then they win.
Personally, Ghost Recon: Future Soldier was not on my list of go–to games to get this year and when a game isn’t on my list, it takes some serious seduction to get my eyes even pointed in its direction; good game or not.
This ad does nothing to seduce female gamers but does a fantastic job of seducing male gamers by showing Coco’s famous rear end. While not all male gamers will fall into this trap of associating Coco’s body with the quality of the game, it seems a few have already missed the glaring truth about this ad.
Here’s the thing though, we all know Coco from her various television appearances. We know her from interviews and online videos that point out her body, so we understand her daily wardrobe is less than conservative. The issue I have with this video is not her dress, as to complain about Coco wearing an ill fitting swimsuit is akin to complaining about a tribesman wearing a loincloth; it’s just what they do.
My issue is that Ubisoft’s advertisement uses the same camera angles as rap videos do; focusing on parts of her body as a selling point of the game. A game which, unfortunately or fortunately, doesn’t include CoCo.
Coco sold separately; Ice T might not like that much though.
It becomes apparent that Coco is more eye candy than anything if you take the time to listen to what she is saying while the camera slides down her backside and thrusts her bust into frame in seemingly a single motion:
“You’re shooting up everybody, but you’re being tactical at the same time.
That’s why you use the people around you to get where you need to go!”
I understand what she was trying to say, but I think Ubisoft missed the key point on why the game would sell. Not because Coco is a hot piece of ass, but because the game is so good that people from different backgrounds all would share the same interest of playing. The entire ad seems to relate women who have a fascination, albeit somewhat sexual, with guns as being proper candidates for a team of gamers.
I commend Coco for being able to shoot a weapon with a steady hand- though that says nothing for her aim – but, having shot a few weapons myself I can tell you that it isn’t that hard.
I get why people are upset by this video. Having heard of game industry representatives at E3 who are less than tolerable of female gamers – I wouldn’t directly know as I’ve never been to an E3 – it seems a few women are not too happy with Ubisoft right now.
Remember when I said Ubisoft is sending mixed messages? Well here’s the core of that mixed message.
The Frag Dolls are a group of professional female gamers who work hard to positively represent the female gaming community. They exist because of images like this, where female gamers are being represented as one of three things: Fat, Ugly, or Slutty. The Frag Dolls, and female gaming communities like the PMSClan, work hard to subvert this idea and here comes Ubisoft to mess things up.
But here’s the real kicker.
The Frag Dolls are directly sponsored by Ubisoft.
Need me to say that again?
The Frag Dolls are a team of professional female gamers recruited by Ubisoft to promote their video games and represent the presence of women in the game industry.
-The Frag Doll ‘About Us’ section.
I feel bad for the ladies over at Frag Dolls who have worked hard to develop what they have only to see that the company supposed to be backing them releases something that goes against their very existence.
It’s not just female gamers that think this way either. Much like times have changed from the early 90’s when gaming was dominated by prepubescent boys who enjoyed games like Duke Nukem, times have changed to where all gamers can agree than certain things aren’t acceptable anymore. The same way we gag when character dialogue is less than perfect, we gag when we see a hint of the blatant sexism of our gaming past.
This ad seems to be another case of a company out of line with their audience, or maybe they just really wanted to see CoCo in a swimsuit.