This is ridiculously bad advertising and, in my opinion, has the potential to hurt the videogame industry.
Firstly, who the hell is this aimed to? It's an incredibly violent, mature game that shouldn't be given to children yet the impression I get from the use of mothers and the tag-line is a developer encouraging a younger market. This. Is. Bad.
And how does everybody who is posting about how awesome this advertising is feel about people like Jack Thompson, Michael Atkinson and any other person who spouts out 'videogames are murder simulators and nothing'-esque bullcrap? Because all advertising like this is going to do is add fuel to their misinformed fire.
Seriously, what a piece of absolute trash. They've made me actively not want to buy the game rather than the sense of belated apathy I previously felt.