Penny Arcade Creates Advertising Campaign for ESRB

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CheapyD

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http://www.penny-arcade.com/2006/05/31
Last year the ESRB came to us and asked if we could create a new advertising campaign for them. They'd been to multiple agencies and none of them were able to communicate the message the ESRB was trying to get out.
Click to expand...
Why hasn't Walmart approached me to create a new advertising campaign for them?
Bastards.
 
[quote name='CheapyD']Why hasn't Walmart approached me to create a new advertising campaign for them?
Bastards.[/quote]
Because they would probably have to pay you, and you can join the union since you're not illegal. :lol:
 
I read about this on their page earlier today, I think it's awesome.

Penny-Arcade, as gamers themselves, will know exactly how to stress the importance of the ESRB Ratings among other gamers, while still maintaining their relatable and appealing style.

I'm curious to see how Jack Thompson responds to this, and he thought he hated Penny-Arcade before.
 
So the ESRB wants to tell gamers about the ESRB...

That's like telling a kid who skakeboards about an amazing guy named Tony Hawk or a farmer that cows can be milked.
 
[quote name='thorbahn3']So the ESRB wants to tell gamers about the ESRB...

That's like telling a kid who skakeboards about an amazing guy named Tony Hawk or a farmer that cows can be milked.[/quote]

With a response like that, it's obvious that these ads are necessary.
 
[quote name='thorbahn3']So the ESRB wants to tell gamers about the ESRB...

That's like telling a kid who skakeboards about an amazing guy named Tony Hawk or a farmer that cows can be milked.[/QUOTE]
I don't think most gamers understand what the ramifications of the ESRB being replaced by a government agency. It would amount to a level of regulation not seen by any other entertainment industry.
 
[quote name='beerguy961']I don't think most gamers understand what the ramifications of the ESRB being replaced by a government agency. It would amount to a level of regulation not seen by any other entertainment industry.[/quote]

Yeah, ask the UK how they like their edited movies. Even PG-13 movies that get sent there get whittled down.
 
I'm glad that PA has reached the level of prominence that they have. Their ability to make a business out of not only the comic, but just being gamers, has captured my admiration for a long time now. Plus, they've done it their way without what one might call "selling out," which could more accurately be described as conforming to the uninspired emulation of other successful ventures. I am going to try not to go off on a huge tangent here, but I think that the gaming industry has suffered from this business strategy a lot lately, and I see people like those over at Penny Arcade as beacons of hope.
 
Hmm, Did I say something wrong? What I'm saying is that every gamer knows what the ESRB is and what their ratings of E, E10+, T, M, and AO stand for and why a game gets those ratings. I didn't say anything about how the goverment should take over the job.

They themselves said "That's obviously an important task but they wanted this new message to be directed at gamers, that is to say directed at us. They wanted a campaign that would communicate to gamers why the ESRB is important even if they don't think it directly affects them."

That is the part I was talking about, not this goverment control is good thing you guys were thinking.
 
I should hope that this ad campaign does what many of us assumed it would: educate gamers about the reasons why ESRB is important as a self-regulating body. If this is nothing more than "Do you know your ratings?" or "Why little suzy's young mind cannot handle violence..." then I think thorbahn may have had a good point. The "directly affects them" part indicates to me that our assumptions are probably correct.

Jesus McChrist, I can only image what a fiasco would ensue if the government had to create a comittee that determined what was fit for the public. Their necktie-induced brain oxygen depravity would render them incapable of comprehending why killing things on a screen might be a wholesome leisure activity. Pretty soon we'd be playing Justice Theft Auto, and Freedom Mario. Maybe they should call it the Dept. of Videoland Security.

[quote name='thorbahn3']Hmm, Did I say something wrong? What I'm saying is that every gamer knows what the ESRB is and what their ratings of E, E10+, T, M, and AO stand for and why a game gets those ratings. I didn't say anything about how the goverment should take over the job.

They themselves said "That's obviously an important task but they wanted this new message to be directed at gamers, that is to say directed at us. They wanted a campaign that would communicate to gamers why the ESRB is important even if they don't think it directly affects them."

That is the part I was talking about, not this goverment control is good thing you guys were thinking.[/quote]
 
My question would be, great, they educate gamers on the importance of the ESRB, what then? Are we supposed to police our fellow customers in stores and make sure little Suzy can't buy than M rated game?

Unless government regulation comes up as an issue on the ballot at some point, not really sure what their goal is.
 
From my layman's perspective: I would guess they are just going for some good PR. It's my impression that hardcore gamers think that ESRB is pretty lame. If the ESRB is seen publically as an institution with little public support, it would be easier to disband. Let's say that a large video game scandal like the GTA sex scene brings heat down on the ESRB. They would be way better off with support from the public. It would not look good to have the media interviewing people who say "yeah, I don't know why they have those ratings when they don't even mean anything." Plus, the ads may address gamers, but will also be visible to a broader audience. They will make it look like ESRB is doing a good job.

[quote name='botticus']My question would be, great, they educate gamers on the importance of the ESRB, what then? Are we supposed to police our fellow customers in stores and make sure little Suzy can't buy than M rated game?

Unless government regulation comes up as an issue on the ballot at some point, not really sure what their goal is.[/quote]
 
[quote name='BKPartisan']I'm glad that PA has reached the level of prominence that they have. Their ability to make a business out of not only the comic, but just being gamers, has captured my admiration for a long time now. Plus, they've done it their way without what one might call "selling out," which could more accurately be described as conforming to the uninspired emulation of other successful ventures. I am going to try not to go off on a huge tangent here, but I think that the gaming industry has suffered from this business strategy a lot lately, and I see people like those over at Penny Arcade as beacons of hope.[/QUOTE]
agreed: web cartoonists and other net figures have become the radio-show hosts of video gamers. Now if we can only get some figures with more influence outside of gaming niche, maybe our voice will finally be heard.
Still, this is a huge step foward
 
[quote name='botticus']My question would be, great, they educate gamers on the importance of the ESRB, what then? Are we supposed to police our fellow customers in stores and make sure little Suzy can't buy than M rated game?[/quote]

First and foremost, ESRB needs to worry more about educating the parents, not gamers. When it comes to public support, gamers don't count half as much as the "general public" vote, and despite the fact that our numbers are growing strong, it's still your average "mom and dad" that dictate the sales of video games, so the more they know, the better for ESRB.

And your comment about us being supposed to police our fellow customers in stores is not that far from the truth... Mark my words, in less than a year, some of us will get bitched out by a middle aged mom/dad at a video game store when buying our copy of GTA4. Except for me, of course. I haven't owned any GTA past GTA2.

And last but not least: in America, we're going to have this become a political issue. After all, we need more meaningless things that will shift the public focus from economy, taxes, costs of war, and other money-related shit.
 
[quote name='Vegan']omg ESRB are teh enemy!!!!!111[/QUOTE]
No:

omg P-A are teh sell-outs!!!!!111
 
[quote name='Brak']No:

omg P-A are teh sell-outs!!!!!111[/QUOTE]
Selling out...how, exactly?

I think they're dead on in this case. Having gamers do the campaign and do it intelligently is bound to be better for all of us in the long run...especially if this can help to stem the tide of laws that are trying to regulate game sales.
 
[quote name='Brak']No:

omg P-A are teh sell-outs!!!!!111[/QUOTE]
Why does this make them sellouts and not the myriad of other things they've done? What about doing advertising stuff for Ubisoft, selling their comics as books, selling merchandise, or being popular? Who really gives a fuck? I'd like to see you elaborate more on this if this isn't just part of your typical "I hate PA" self.

[quote name='botticus']My question would be, great, they educate gamers on the importance of the ESRB, what then? Are we supposed to police our fellow customers in stores and make sure little Suzy can't buy than M rated game?

Unless government regulation comes up as an issue on the ballot at some point, not really sure what their goal is.[/QUOTE]
While it's not on the ballot just yet, state legislators across the country are passing laws to restrict the sale of games, with one national bill moving around in Congress, that make getting the word out about the ESRB's importance to everyone a big deal. There's been signs, pamplets, commercials, and more done to educate parents, gamers, and pretty much anyone that will come within 20 feet of a videogame, so it's not for a lack of trying to educate them. Now it's just an attempt to make people see why the ESRB is necessary and not government regulation, which isn't that far from what the legislators are doing at the moment. Too many people, mostly gamers, are just taking a "It doesn't concern me, so fuck it" approach to the ESRB and these sales restriction laws that are popping up all over the country, so somebody has to tell them why they should give a fuck.
 
[quote name='FriskyTanuki']Why does this make them sellouts and not the myriad of other things they've done? What about doing advertising stuff for Ubisoft, selling their comics as books, selling merchandise, or being popular? Who really gives a fuck? I'd like to see you elaborate more on this if this isn't just part of your typical "I hate PA" self.[/QUOTE]
We'll see if they've sold out, this time...

To elaborate on why I'm calling them sell-outs, which doesn't pertain exclusively to their latest career choice; I haven't seen them invade any market (be it advertising, merchandising, etc.) in a creative / artistic way, to match how rogue and bold that they think their comic is.

... if they do something irreverant or avant-garde, in their own realm, with the ESRB, I'll be impressed.

Then again, the Internet is important business, and if my opinion seems bold to you, merely because you like P-A, then, as you've said, Who really gives a fuck? what I think?
 
[quote name='Brak']To elaborate on why I'm calling them sell-outs, which doesn't pertain exclusively to their latest career choice; I haven't seen them invade any market (be it advertising, merchandising, etc.) in a creative / artistic way, to match how rogue and bold that they think their comic is.[/quote]

Erm, wow, I didn't think it was necessary to do that much thinking about a comic strip. I just think their strip is funny, and leave it at that.

Shrug.
 
[quote name='MarioColbert']

And your comment about us being supposed to police our fellow customers in stores is not that far from the truth... Mark my words, in less than a year, some of us will get bitched out by a middle aged mom/dad at a video game store when buying our copy of GTA4. Except for me, of course. I haven't owned any GTA past GTA2.
[/quote]
I swear, if some brain dead parents decides to try and lecture me on my own private purchase, they'll get a few words that their precious little johnny shouldn't hear. Along with a few new combonations. I have a serious hatred for people that try and tell me what to do with my life and what I should and shouldn't buy.
 
[quote name='Brak']We'll see if they've sold out, this time...

To elaborate on why I'm calling them sell-outs, which doesn't pertain exclusively to their latest career choice; I haven't seen them invade any market (be it advertising, merchandising, etc.) in a creative / artistic way, to match how rogue and bold that they think their comic is.

... if they do something irreverant or avant-garde, in their own realm, with the ESRB, I'll be impressed.

Then again, the Internet is important business, and if my opinion seems bold to you, merely because you like P-A, then, as you've said, Who really gives a fuck? what I think?[/QUOTE]
I asked you to elaborate because I know you're probably not making a seemingly ignorant "fuck ____" statement and I wanted you to further elaborate like you just did.

Doesn't selling out require the money to be the biggest reason to do the act? I'm guessing from what they wrote about this new endeavor that it isn't the reason they did it. It seems to be that since they're both fathers and that they have a strong opinion regarding the whole government regulation vs. ESRB issue. They obviously have confidence in themselves to take on a project like this and obviously the ESRB likes their style to have offered them the opportunity. Whether they're as original and creative as they may think they are, that tends to depend on the person you ask.
 
[quote name='FriskyTanuki']I asked you to elaborate because I know you're probably not making a seemingly ignorant "fuck ____" statement and I wanted you to further elaborate like you just did.

Doesn't selling out require the money to be the biggest reason to do the act? I'm guessing from what they wrote about this new endeavor that it isn't the reason they did it. It seems to be that since they're both fathers and that they have a strong opinion regarding the whole government regulation vs. ESRB issue. They obviously have confidence in themselves to take on a project like this and obviously the ESRB likes their style to have offered them the opportunity. Whether they're as original and creative as they may think they are, that tends to depend on the person you ask.[/QUOTE]
Well, again, I'm not saying that they've sold out in this particular instance -- rather, I'm waiting to see if they do. I'm waiting to see if all they do is draw "funny" ads for the ESRB; marketing what the ESRB wants them to, as they're the ones paying the dough, explaining the rating system to mom's and kids, or if they'll do something pertaining to the gum'ent vs. ESRB.

If it's the former, I hope money doesn't speak louder than words. Marketers have a lot of pull... but, often, only as much pull as what they're marketing gives them.
 
I sense some anger in this topic. The important thing is for all of us to stay calm and relax, which I think this 5-minute clip will help us do:
[media]http://www.youtube.com/watch?v=EsEzI5lYJDY[/media]
 
Pfft, those who are saying they are sell-outs...Wrong...well, kind of right. I mean, they did probably get a lot of money - but you would do the same thing.

Cmon, money is money ... even if it is teh devilz
 
[quote name='Cao Cao']I sense some anger in this topic. The important thing is for all of us to stay calm and relax, which I think this 5-minute clip will help us do:
[/quote]

That was a long stretch to hammer that post into this discussion but goddamn it did 'zackly what you said it would.
 
I was totally going to say something, but that damn painting video wiped my brain. Good thing there were no secret bushes...

Oh yes, this is what I was going to say (and ask):

Brak, I am not quite sure what you meant in your last post...

rather, I'm waiting to see if they do. I'm waiting to see if all they do is draw "funny" ads for the ESRB; marketing what the ESRB wants them to, as they're the ones paying the dough, explaining the rating system to mom's and kids, or if they'll do something pertaining to the gum'ent vs. ESRB
Click to expand...

I don't think that doing what you are paid to do constitutes selling out. If they were to accept a job that violated their principles, that would be one thing, but I don't see this as being such a case. I get the impression that you consider informing parents about the rating system to be selling out, but that educating people about the gub'ment v. ESRB thing would be dandy. How are the two any different in terms of selling out?

Don't get me wrong. I have loathed marketing and advertising ever since I took that class in college (thank you common curriculum). I find it to represent everything dark and evil that has thrust us into hypercapitalism. It encourages a mindset absolutely polar opposite to what an honest ethical code would suggest. Instead of connecting manufacturers with people who need their products and vise versa, it convinces people they need shit that they don't. Not only that, but it has moved into an entirely new level of evil with the concept of branding, an idea that makes any marketeer salivate. Rather than associating products with a use, they associate them with an image. Are you the type of person who would drink generic cola? Conform to your own hip cool individuality by drinking BRAND Cola!

I apologize for the digression, but I don't think that telling parents "the 'T is for Teen' means that there is probably blood and violence" holds any repugnant, money-grubbing agenda. At least not for the PA staff. After all, ESRB is a non-profit organization. Not that that kept others like The Red Cross from a little greed, though.
 
[quote name='HumanSnatcher'] combonation[/QUOTE]

Surely, this is the greatest word in the history of mankind.
 
It's a combination of combination and something else vaguely sexual. Some sort of inner entendre. Unheard of!

[quote name='Strell']Surely, this is the greatest word in the history of mankind.[/quote]
 
It's the combination of "combination" and some other word with a vaguely sexual connotation, some sort of inner entendre. Unheard of!

[quote name='Strell']Surely, this is the greatest word in the history of mankind.[/quote]
 
Brak: I was told that you don't like Penny Arcade at all. After reading your posts: I have believed that rumor! It sounds almost totally true.

Sell-out argument: Not enough information, but based on the nature of the work, considering that they've done advertisement and marketing for video games for a very, very, very, very (did I mention extremely) long time. In other words, Brak: if you think they are sell-outs now but you didn't think they were sell-outs three years ago, I do not understand why.

At least find out how much they're getting paid. Without it, it's like Iraq before we knew that they don't have any WMDs...
 
[quote name='MarioColbert']considering that they've done advertisement and marketing for video games for a very, very, very, very (did I mention extremely) long time. In other words, Brak: if you think they are sell-outs now but you didn't think they were sell-outs three years ago, I do not understand why.[/QUOTE]
~
[quote name='Brak']To elaborate on why I'm calling them sell-outs, which doesn't pertain exclusively to their latest career choice; I haven't seen them invade any market (be it advertising, merchandising, etc.) in a creative / artistic way, to match how rogue and bold that they think their comic is.[/QUOTE]
[quote name='BKPartisan']I don't think that doing what you are paid to do constitutes selling out. If they were to accept a job that violated their principles, that would be one thing, but I don't see this as being such a case. I get the impression that you consider informing parents about the rating system to be selling out, but that educating people about the gub'ment v. ESRB thing would be dandy. How are the two any different in terms of selling out?[/quote]
Well, from what everyone across the Internet is saying (and I'm not sure if P-A is saying it themselves, yet), P-A becoming the ESRB marketing team is some type of saving grace. I'm saying that we'll see what's to come; if what they're doing is going to help stick it to Lieberman and Company, opening awareness of standards and practices of video games among the consumer, as opposed to out-of-touch government regulation -- or whatever everyone is making it seem to be -- or if they're just going to draw comics for moms, so they know how to properly buy video games for their children, because the ESRB told 'em so.

The former constitutes not selling out, the latter constitutes selling out especially if they've made promise of the former.
 
[quote name='Brak']if what they're doing is going to help stick it to Lieberman and Company, opening awareness of standards and practices of video games among the consumer, as opposed to out-of-touch government regulation -- or whatever everyone is making it seem to be -- or if they're just going to draw comics for moms, so they know how to properly buy video games for their children, because the ESRB told 'em so.

The former constitutes not selling out, the latter constitutes selling out especially if they've made promise of the former.[/quote]

Wise words.


I wasn't trying to argue with you as much as I was saying that the argument is to reach a moot point very soon, being that we don't know what the adverts are, or how much money they are grubbing for them. Being that I fail to synthesize an image of someone who STILL does not understand Brak's position, as well as everyone else's (we're not shy with words here), I can not wait until we get some results. Because that's where "opinions" are going to get extpressed.

Joy!
 
Saw those earlier, and I'm happy to say I remain as bewildered by the goal of this campaign as I expected to be.

"Holy shit, the ESRB puts ratings on games to advise you of their suitability for kids of different ages???"
 
Brak: the stage is yours for the punchline of any sort.

To me, I feel this advertisement is a waste of money. The only people I see benefitting from it in the first place is Penny Arcade guys. I guess ESRB has some spare cash to throw out. What they NEED to do is to run ads that say:

MATURE: NOT FOR YOUR fuckING KIDS.

And it should be in arial text on a white background centered on a single page. And that advertisement should go in TIME and Newsweek, you know, shit people READ. Better yet, Reader's Digest! Because I assure you, putting it in any GAMING magazine is not only preaching to the choir, but also taking up precious space they could be using to announce StarCraft II and other not-yet-existent videogame material.
 
It's too bad the only images that they previewed were the ones that represent "E." I want to see the "M" or "AO" ad!
 
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