Sorry mom

Great brands are exclusive. They project a very clear picture of who they are for and who they are not.

Nike is for the participant not the couch potato.

Southwest Airlines is for the common man not the fat cat executive.

And Dead Space 2 is for teenagers not moms.



This campaign uses the principle of exclusion to create desire in a much more powerful way than if it had shown a bunch of kids gushing about how cool it is. What teenager with even just an ounce of rebellion in his soul can watch the disgust with which the moms react to the images of the game and not want to play it?

Taboo is a powerful force. It worked for cigarettes, alcohol and rock & roll. It'll work for Dead Space 2 as well.