Your mom hates this, I hate the commercial

This Dead Space 2 spot is getting some criticism over its use of unsuspecting mothers in a focus group. The whole campaign is built around the theme “your mom’s going to hate it.”

William Van Hecke writes:

How can a project designed to traumatize random strangers get enough people and resources without somebody along the line realizing, this is downright evil?

Pretend that all the mothers here are actresses and nobody went through any traumatization in the production of the spot. The message here is still about how Dead Space 2 is going to be incredible because my mom, your mom, and every else’s mom (authority figures) will not approve.

I think the spot insults our intelligence. I’m 28 years old. I don’t seek approval from my mom regarding what games I play.