I get the feeling a lot of the hate comes for the commercial because it has a rap song in it. Which is stupid. Forget the lyrics, they are irrelevant; the actual beat of the song fits well with the fast-paced, heavy edit flow of the images. Which is what is important. If the song had been metal, we wouldn`t be seeing nearly as much complaint on this forum.
I LOVE EA`s marketing team. They have some balls, which is refreshing in the currently overly-pc community. They don`t muck around with arsty, they go for pure shock value and IT WORKS. Say what you will about the Dead Space 2 "Your mom hates this game" campaign, or the Dante`s Inferno craziness, but over a year later you are all STILL talking about them, proving they worked. Seems like the sort of thing Midway would have come up with back in the MK heyday (speaking of which, no gloriously overthetop celebration of MK violence in the ads for 9? Shame on you Netherealm and WB!) This newest campaign actually reminds me a lot of "the old days", when companies would literally talk shit to each others face. Nay, they`d be expected to (Sega does what Nintendon`t!).