As promised last week, EA delivers the full version of its “99 Problems” Battlefield 3 TV spot today, unveiling never-before-seen gameplay footage and a new tagline aimed right between Modern Warfare 3‘s eyes.
At this point we’ve accepted that Battlefield 3 looks gorgeous, so we’ll not harp on the visuals. Instead, let’s turn our attention to the new tagline at the end of this TV spot. It reads “Above and Beyond the Call”, an obvious dig at Call of Duty, the Activision franchise EA hopes to unseat as king of the military online first-person shooters.
How should Call of Duty fans react? I’d suggest measured, focused rage. Don’t fly off the handle; stay firmly planted on the handle and toss your vicious retorts with military precision.
As for Activision, I’m hoping the company reveals the new tagline for Modern Warfare 3 to be “F**k Battlefield in Its Stupid Ass”, which is probably why I’m not in marketing.
Ryan Bismark
Tuesday, September 27, 2011 at 7:18 AMMore power to anyone willing to piss in Activision’s cheerios.
Lt HELI
Tuesday, September 27, 2011 at 8:50 AM/peesinactivisionscheerios
thyco1
Tuesday, September 27, 2011 at 7:20 AMUgh why must they use fucking rap. it was bad enough in CoD4 but now it seems like everyone one is using rap/hiphop/R&B
FPS
Tuesday, September 27, 2011 at 8:13 AMTBH I didn’t mind it, considering I’m not even a fan of the genre.
Pioneer
Tuesday, September 27, 2011 at 9:47 AMIt’s what I hear troops listening to when on deployment. I guess they’re just trying to reinforce realism.
Zack
Tuesday, September 27, 2011 at 12:01 PM+1 disgusting music is disgusting.
Leezy
Tuesday, September 27, 2011 at 12:06 PMI agree 100% they need to put in a heavy metal song or something. metallica or opeth/underoath…
carter
Tuesday, September 27, 2011 at 4:44 PMthey want people to buy the game, not scare them off with 45 year old alcoholics screaming into a microphone.
Ezkaton
Tuesday, September 27, 2011 at 7:37 AMQQ thyco. It’s just a trailer, don’t get your panties in a knot.
Looks good regardless. Can’t wait to get my hands on the beta tonight when it drops at 10pm. :)
jason poley
Tuesday, September 27, 2011 at 8:00 AMwhilst I like the track maybe not the best message to attach to their new game. “I’ve got 99 problems…”
Pretty Swell Guy
Tuesday, September 27, 2011 at 2:39 PMHehe, reminds me of this 300 poster:
http://www.mopo.ca/uploaded_images/300-you-will-not-enjoy-this-711524.jpg
Luke
Tuesday, September 27, 2011 at 8:04 AMi think the 99 problems is a piss take on cod.
regardless, i’ve said it before and i will say it again, screw craptivision and their arrogant, money whoring ways.
what have they ever given back to you, loyal fan?
Meteors
Tuesday, September 27, 2011 at 8:22 AMI love the smell of impartiality in the morning
Chazz
Tuesday, September 27, 2011 at 8:31 AMIf EA/DICE are so sure that BF3 is going to knock CoD off it’s throne then why all the smack talk? Why not let the product do it all on it’s own?
FPS
Tuesday, September 27, 2011 at 8:53 AMWell if you even have a killer game, wouldn’t you market it aggressively against a franchise that is instantly recognisable?
mattroe
Tuesday, September 27, 2011 at 9:31 AMBecause 90% of success is in marketing.
Pioneer
Tuesday, September 27, 2011 at 9:48 AMLook at the iPhone.
Chazz
Tuesday, September 27, 2011 at 10:37 AMOf course good marketing means success but why does it have to be constant jabs at the opponent? Why not advertise the merits of your own product instead of creating ads that are the equivalent of schoolyard taunts.
I’m also getting the distinct feeling that if Activision were doing this they’d be getting flamed for being stupid and immature.
modraef
Tuesday, September 27, 2011 at 11:15 AMWho cares it’s f*cking hilarious to watch! Quit your crying and get a sense of humour.
Morkai
Tuesday, September 27, 2011 at 3:58 PMBecause of that exact reason, COD is their opponent, they’re not exactly going to trash talk some other random game.
“Battlefield 3: BETTER THAN MARIO KART!!!”
Chazz
Tuesday, September 27, 2011 at 10:12 PMBut why trashtalk in the first place? Ever since it’s first announcement EA and the BF fanbois placed heavy emphasis on how much more adult and mature they were than the CoD crowd but so far it’s been nothing but more childish behaviour; whether it’s these ads, the ridiculous cod domain bs or just online commentary in general. If anything the BF side have proven to be more childish though I pin this more on Bad Company 1 and 2 bringing mouth-breathers into the mix of the BF population.
DAN!
Tuesday, September 27, 2011 at 8:49 AMHoly. Crap.
Dice’s audio team are amazing.
ndroste
Tuesday, September 27, 2011 at 9:17 AMYeah, it’s an amazing mix.
pk
Tuesday, September 27, 2011 at 10:36 AMwtf soundtrack
shodannet
Tuesday, September 27, 2011 at 10:45 AMThe jets scenes look so awesome (albeit slow). And I love Above & Beyond! :D
Water Bear
Tuesday, September 27, 2011 at 11:40 AMSo Kanye played a live set at CoDXp,
Jay Z and Kanye Released an Album,
Jay Z appears on a Battlefield 3 advert blatantly dissing CoD.
What an interesting situation! I hope it starts a hip hop turf war.
Leezy
Tuesday, September 27, 2011 at 12:09 PMisnt the whole point of this article the tagline not the music? otherwise i agree with the majority of posts below….rap is so overused these days….
CJ
Tuesday, September 27, 2011 at 12:52 PM99 Problems and a patch day one.
(Beta starts soon so excited)
Repneiras
Tuesday, September 27, 2011 at 1:35 PMI thought it would’ve been ’99 problems but CoD ain’t one’ and Modern Warfare 3 would be ’99 glitches and a patch day one’.
Franz
Tuesday, September 27, 2011 at 4:53 PMIt certainly appears that there’s a chance Battlefield will turn out to be more of an adult’s game, and closer to how things would be in real life, while CoD gets left to the adhd kiddies.
Sharpy
Tuesday, September 27, 2011 at 8:52 PMYeah that’s an awesome video, i’ve watched it a dozen times.