A look at Penny Arcade's ESRB ad campaign
by Christopher Grant 
{ Jun 7th 2006 at 12:15PM }
Last week, the rascally duo from Penny Arcade announced their new ESRB ad campaign featuring Gabe-drawn characters and Tycho-penned backstories. The idea: to make gamers more aware of the ratings system in a hope that this knowledge will somehow be transferred -- through some kind of filial osmosis -- unto their guileless parents.
ESRB president Patricia Vance gushes, "In order for the campaign to resonate with the gamer audience, we sought to have a little 'edge' to the creative and let's face it, Penny Arcade comics give a whole new meaning to the term 'comic mischief!'" Indeed. That's why we're hopeful a certain fruit-processing character assumes his rightful throne educating the masses on the finer points of M-rated behavior. In the meantime, we have Sarah here and the Andersons after the break representin' the letter E, with no mention of the additional characters in their press release (PDF).
(Update: added new, higher-res screens that are -- get this -- actually legible. Thanks go to Gabe at PA for uploading them. I'll let him say it: "I was disappointed at the resolution of the images they released. Like I said everyone here is extremely proud of these ads and so I'll go ahead and post some better versions. These are designed to be read in a magazine. The idea is that kids will actually be turning the page around in order to read the text. It doesn't quite work as well with a monitor but you get the idea.")
Reader Comments (Page 1 of 1)
Ibere @ Jun 7th 2006 12:23PM
I hope it is better than that Sorceletor or something story arc they made, it was sooo boring...
Epic @ Jun 7th 2006 12:26PM
Penny Arcade is awesome. This is a great outlet for their art and writing. I wonder if any PA characters (Annarchy) make a cameo. Where will these ads appear? I'm slightly concerned that the text is a little awkward to read at that size.
J3anyus @ Jun 7th 2006 12:30PM
Just a heads up, your read link at the bottom of the article is broken.
leetdood @ Jun 7th 2006 12:33PM
Gamespot link isn't working for me, but otherwise than that, this ESRB campaign sounds awesome to me. Would really improve the ESRB's image with the Hot Coffee controversty. Though I do not support the ESRB's decision to change GTA:SA and Oblivion's ratings. What is viewable in normal gameplay should be reflected in the rating, not what mods show or unlock.
Mark 2000 @ Jun 7th 2006 12:39PM
Ah, Penny Arcade. Drawn like "Kim Possible", colored like Anime only girls would read. Horray for American cartooning!
C. Grant @ Jun 7th 2006 12:40PM
Thanks, J3anyus. And don't worry about the size of the text. That image is a compressed and resized version of the ad. I'm sure the one that you'll be seeing in game mags, etc, will be much larger.
Jeff @ Jun 7th 2006 12:43PM
"let's face it, Penny Arcade comics give a whole new meaning to the term 'comic mischief!'"
Rimshot!
"Drawn like "Kim Possible", colored like Anime only girls would read. Horray for American cartooning!"
It's still better than anything the ESRB would come up with themselves. And you have to admit that it's nice to see "the community" working together with the ESRB, for once.
The ESRB are not the bad guys. It's been suggested in the past few weeks and I know from experience working for a game publisher (though several years removed now) that the ESRB is the only layer separating the video game industry from the government. They're necessary; we have to learn to deal with them and they with us. The alternative is real legal regulation that sticks.
Chris @ Jun 7th 2006 12:46PM
ah man. This is like if you mum tried to rap.
your not cool and hiring gamers to do you art does not make you cool.
* you should have got Tim from Ctrl+Alt+Del to do it. *
Wilson @ Jun 7th 2006 12:49PM
Mark2000: Actually, Penny Arcade has been a lot longer than Kim Possible. Gabe has always said that Kim Possible's creator is one of his main influences. The coloring thing you said is just stupid, please just take a look at most modern time comics and you'll see that most of them are given color using computers.
32_Footsteps @ Jun 7th 2006 12:58PM
First off, even at full size, reading that ad is freaking annoying. It actually makes me more upset at the ESRB than I usually am. The basic concept isn't bad, but it'd be nice to read the thing without spinning the ad repeatedly.
Now, I take lots of shots at the ESRB... but not for being evil. They're just stupid and/or incompetent. I like them in theory, but they need to be much better about ensuring that the rating reflects the content.
Pal @ Jun 7th 2006 12:59PM
Phew. That is one AD that I really disliked reading. Small, jaggy text and on top of that it wraps around a character. Maybe it's the 1920x1200 resolution, but it sure didn't catch my eye when I caught a quick glimpse of it.
Personally, I would have preferred Twisp and Catsby: one can only hope, eh?
jaemz @ Jun 7th 2006 1:07PM
Here's hoping a good campaign by Penny Arcade / ESRB combined with retailers that won't sell to kids and parents that actually get involved in their kids interests actually make a difference...
Take a seat Congress (you too Jack Thompson) and let this have a chance before you start enforcing censorship and taking away out rights.
Good on you Penny-Arcade for being pro-active and taking a positive step.
martin @ Jun 7th 2006 1:19PM
I still think they should bring back the guys who did the Zelda Rap for Nintendo and let them do the campaign!!!
jV @ Jun 7th 2006 1:41PM
On the techinical side, it may just be a problem with web-centric Penny Arcade not understanding print design. Since the artwork is displaying fine in the pdf, the type problem is due to either A) raster type (God, I hope not...) or B) someone's Acrobat settings (when creating the pdf) are off. Either way, it can be resolved, and I'm hoping that competent production artists are present to clean it up.
Robert Khoo @ Jun 7th 2006 1:47PM
Just to clarify, the ads were created for print- trying to read the wrapping text on a monitor would be difficult. :)
Joseph Matt @ Jun 7th 2006 2:05PM
Brilliant ads, they are a welcome from the chaotic and confusing ESRB ads now. Giant characters with white backgrounds and minimal text. Better than the confusing and busy ads they had in the past.
jV @ Jun 7th 2006 2:15PM
Sorry to be a design snob, Robert, but that's not really an issue. When distilled correctly, if the text was not raster to begin with (which should be a no-no for print), then the copy should be perfectly readable in the pdf regardless of if we're viewing the printed piece or on-screen. I've created countless pieces with similar text treatment, and created pdfs where the text translated perfect at any percentage.
Insomnia Bob @ Jun 7th 2006 2:16PM
To start off with...I like me some Penny Arcade, and the guys behind the comic have probably done more good for games and gamers than any other force I can think of, from charity work to simple intelligent arguments against some of the stupid prejudices and moronic witch burnings the media and goverment throw at us. Guys like Gabe and Tycho help raise the intellictual bar for us gamers, and more power to them.
As far as the ESRB, I've no complaint with them. They don't affect my life, and haven't ever. Probably the only people that do have a problem with the ESRB is the under 17 crowd, jilted at being able to buy Grand Theft Auto. As a video game store employee, I can advise you thus...write your congressman. I'm sure he'll give your concern due weight...just as soon as you can vote.
But to the point. I don't think this Ad campaign is going to help, or change things, or prevent M rated games from getting into the hands of kids. As I said, I'm a game store employee. And the only thing that REALLY has an effect on what games kids play, are parents CARING. If parents aren't willing to give at least a cursory glance over what media their kids are begging for them to buy, no amount of government intervention or clever marketing is going to prevent it.
Case in point. A lot of kids come in, and try to get thier parents to buy GTA, or God of War. And a lot of the time, my fellow employees and I will go out of our way to say, "Ma'am, did you know this game is rated M for (and reading the back of the case) Blood and Violence, Drug Use, Nudity, Sexual Themes, Language...etc."
Out of 10 parents, on average (we keep a running 'score' on this. It's depressing.) 4 are surpised that the game, even when it's called GRAND THEFT AUTO, or HITMAN, might contain such unsuitable themes! Madness!
Out of the suprised parents, 2 will buy the game anyway.
Out of the remaining 6 parents, 1 will listen, and say something along the lines of "Yes, I know. But I don't belive a mere video game is going to turn my child into a psychopath, etc etc." Which is fine, that shows they know what they're getting, and have likely spoken to the child, etc.
But the remaining 5 just don't care.
HALF of the parents in our little informal survey just don't give a damn what their kids are getting.
I've had parents buy GTA for kids as young as 4 years old. When I tried to explain what the game was about, they just got impatient with me. I know it's not my place to raise their kids, (no matter how many of them just use us as a babysitter...), but I still feel responsible. And I shouldn't. Parents should. And until that happens, measures like this campaign might be good PR, and well intentioned, but the won't solve the real problem, I'm afraid.
Adam Blinkinsop @ Jun 7th 2006 2:48PM
@Epic (#2) - FTA: "The ESRB ads will not make use of Penny Arcade's existing stable of characters, choosing instead to focus on original characters designed by the comic's creators."
Focus @ Jun 7th 2006 2:55PM
Penny Arcade posted better, more readable versions that haven't been .jpg compressed to crap.
http://www.penny-arcade.com/esrb_sarah.jpg
http://www.penny-arcade.com/esrb_andersons.jpg
Player1 @ Jun 7th 2006 3:24PM
What better way to get gamer kids, who could care less about reading to actually read something than to make it as hard as possible?
I understand the concept, I just don't think the execution is that great considering the actual meat of the message takes so much work to read. I know making something fun to read could get more kids to take notice, but I don't recall magazine-rotating as a huge childhood pasttime. These could be greatly improved just by making a few small additions that at least indicate what the message actually is.
I guess I'm still confused by the intent of this campaign as well though. The kids are supposed to relay this information to the adults? Boy, do I remember all the times I asked my parents not to let me rent a movie because it was rated R.
bill pullman @ Jun 7th 2006 3:44PM
ooh, let's hope all the impressionable young kids find out who the creators of the ESRB pack are and surf to their website. there, they'll find all sorts of foul language, heavy-handed Kevin Smith-style humour, and tired and lifeless art.
way to go!
PiratePete @ Jun 7th 2006 4:07PM
I think the add is a good step in the right direction. The wrap-a-round text is cool but yeah, it's hard to read. And what's the point of this add ad anyways.
Is it to get a fresh new outlook on the ESRB ratings or what? Looks like it's trying to get kids into paying more attention to the ratings but how is that gonna help? What little Johnny gonna say, "Oh look mom! It's one of those cool ESRB rating posters. It says "M" for mature so I guess I can't get that game I want now huh?"
Yeah right. They're targeting the wrong group. It the parents they should be going after. Making the text difficult to read isn't going to help ether.
Can anybody tell me what they are trying to achieve with this???
573 @ Jun 7th 2006 4:27PM
My name isn't Sarah. I demand these ads be modified to our names.
DarkTetsuya @ Jun 7th 2006 4:45PM
The only problem I see is if these ads only appear in EGM/GI/GamePRO/etc... WE ALREADY KNOW ABOUT THE RATINGS! Unless they plan on putting these ads in Parenting Magazine or Family Circle, I don't think they should bother.
Platinum_Skeet @ Jun 7th 2006 5:36PM
Now the only thing they need to do is get these ad's in Woman and Parenting Magazines instead of Gaming to target the right audience. Then go on Oprah or some other talk show millions of mothers watch so they can know.
Every gamer knows what the ESRB is now it's time for every parent/non-gamer to know too...
jV @ Jun 7th 2006 5:38PM
Back on topic... sure, these ads are a good thing. There isn't any point even debating that. Where they choose to place them is also an issue, but the critical point is something you don't need a design pedigree to understand: READABILITY.
Player1 hit the nail on the head. Unfortunately, the guys at Penny Arcade are not designers. They're illustrators. There's a huge difference, and not everyone who does one can do the other. This is a horrible-executed ad. Pretty doesn't always cut it in the ad world... not if you're trying to get a message across. Kids may stop to turn the page around and read the whole troublesome thing, but most adults will flip right past it. Bolding "Mom and Dad" and "Kids" just doesn't cut it.
This would've gotten shot down in my firm in no time flat. Nothing against PA, but they should've commissioned them to JUST do the artwork, not the design.
Jonn @ Jun 7th 2006 6:00PM
> The idea: to make gamers more aware of the ratings system in a hope that this knowledge will somehow be transferred -- through some kind of filial osmosis -- unto their guileless parents. <
Ooh, nice work imitating Tycho.
AnimalTaglits @ Jun 7th 2006 6:02PM
I can't read the words.
Scott @ Jun 7th 2006 9:08PM
Okay, a few things id like to point out:
so why not tim buckley over penny arcade?
it might have something to do with the fact that gabe is a phenominally better artist than tim buckley. You can like tims art and humor and comics, but he is not as big of a industry force as penny arcade, and his art in comparison is something to be desired (compare anything he's drawn and colored with the ads shown and i've youll see where im coming from)
Whys the text like that?
the pictures are meant for magazines, and the reasoning is to get kids to rotate the magazine and read the text (why, i dont know). you could try rotating you monitor, but i doubt youll enjoy it very much.
and the esrb isnt trying to be cool. their trying to inform people of what thier trying to do.
CW @ Jun 7th 2006 10:31PM
From a pure ad standpoint, it's quite badly done. I agree with jV, the first thing they should have done is to make sure they bring their message across to their target audience.
Making the copy hard to read is an unecessary obstacle for the reader. Perhaps they should've gotten an agency to handle the ads. Web design doesn't always translate well to print. And whether it's print or web, the ad is difficult to read.
Franklin @ Jun 7th 2006 11:40PM
I think the ESRB should hire those two "game tester" guys who "tighten the graphics" in that ad for a "video-game design college". Imagine those two explaining to the public how the ESRB ratings work.
Insomnia Bob @ Jun 8th 2006 12:57AM
People....I don't know how many more ways it can be said. The ads are NOT hard to read. What you are seeing is a shrunk down version of an ad meant to be seen on an 8' x 11' peice of paper in a dang magazine.
If you're going to blast the ad, hey, super. Just blast it for something that makes sense.
And, fyi, I don't care if you hate gabe's art (tho I can't see why) but I don't think you should be throwing up Tim for Ctrl+Alt+Del as the new Picaso. Granted, he can draw better than I can. But that doesn't say a whole hell of a lot.
Player1 @ Jun 8th 2006 10:27AM
Bob, it's not the size of the text, it's the treatment of it. I don't care if it's printed out. The fact is, you cannot glance at this ad and undestand the message, you have to read the whole thing to know what's going on. Do you read the complete text of every single ad you see, especially when it requires rotating the page?
I'm not trying to hurt everyone's feelings, it's called contructive criticism, and it's something anyone who's going to be designing needs to get used to.
vgm @ Jun 8th 2006 10:41AM
this just seems so wrong. I never thought ESRB would ask Penny Arcade to do their dirty work. Especially since Penny Arcade is almost everything ESRB is not. It's like the yin of ESRB's yang...or something weird like that,
Snoweyes @ Jun 8th 2006 12:05PM
The point is, ESRB already hired designers that 'know how print works'. It was confising and boring. A little confusing? maybe. It is compelling and that's important. Now at least it's relavant to gamers with these PRINT ads.
NOOK @ Jun 8th 2006 1:03PM
You know when people in the same field as you are successful and then deep down inside you pick something apart to some how make yourself feel better about not have an ad campaign of your very own.
Or better yet, you go to design school where teachers tell you these “Rules” of design (some being outdated) and then somehow it makes you a smug expert.
I see this all the time, and its funny! Anyway my point is I’m and Illustrator and a designer (so please no “you don’t understand arguments”) and in the end it works. You can pick at something for an eternity, anything, even if it’s great, good or bad. Also when you do give constructive criticism you also give the good ends not feed your ego for picking the “right” design school. I have done countless things that don’t go by printing rules or text treatment or the good old “adds are viewed at 3 sec page turns” yeah… yet I find my self reading adds that interest me (i.e. fun artwork).
Anyway my point is they are fun ads to look at and I can’t wait to see more of them. Could it be better? Sure maybe in a perfect world where everyone is happy, but we all know that doesn’t exist. When it comes down to it someone liked these and they are being printed end of story enjoy…
Player1 @ Jun 8th 2006 1:49PM
NOOK: So sorry I pointed out a possible issue and improvement. I guess I picked the wrong design school, and have missed out on way too many ad campaigns I desperately wanted. I clearly have issues and will quit my pointless career, and see my therapist immediately. Thank you so much.
CW @ Jun 8th 2006 10:58PM
Whether the ad campaign was a brilliant idea or not is beside the point.
What jV, Player1 and I are pointing out is that the difficulty of reading the copy by needing to rotate the page whittles down the percentage of people who are going to read it to a fraction. Most would just flip past it.
While you could argue that kids would find it fun to rotate the page, it's a pretty big assumption.
Clever or not, execution should never get in the way of communicating the message to the audience. And that's what the treatment of the type does: it makes it difficult to read.
An ad can have good intentions, have a clever idea and be pretty to look at, but if nobody reads it, your ad fails regardless.
Constructive criticism never hurt anyone. No ill feelings towards the PA crew.
Glenn @ Jun 10th 2006 7:06PM
I managed to read that sitting comfortably at my desk and I imagine the younger you go, the less pissy people will get about reading it. In my opinion it draws you in and nearly makes you read it, along with the artwork jumping out of a white background. It's a change of pace for ESRB and it's directed at a certain demographic, not a one size fits all ad campaign.
Player1, I've had young kids wan't to play my 360, but wanted to know that the game was the appropriate rating. Now sure, thier parents were probably the cause of that, but I think that the goal of the campaign is to raise awareness among kids and adults.
Jack Thompson @ Jun 19th 2006 12:47PM
This would be a great idea if only the ESRB had the sense to hire an outfit whose principals had real talent.
Additionally, not real smart to hire a crew that has put out a t-shirt featuring a Jesus Christ who says "Don't be a dick."
That shows how totally out of touch the coquettish Patricia Vance is with mainstream America.
I love it. Boy, am I going to have fun with the "Dick" t-shirt.
Jack Thompson
Jack Thompson @ Jun 19th 2006 1:10PM
John B. Thompson, Attorney at Law
1172 South Dixie Hwy., Suite 111
Coral Gables, Florida 33146
305-666-4366
June 19, 2006
Patricia Vance
President
Entertainment Software Rating Board
317 Madison Avenue, 22nd Floor
New York, NY 10017 Fax: 212-759-2223
Re: ESRB’s Foolish Hiring of Penny Arcade
Dear Ms. Vance:
Well, here’s your latest mistake. You and your ESRB recently hired the folks over at Penny Arcade to do a comic strip ad campaign to promote the fabulous ESRB game rating system to the nation. You told us, in a news release, that you wanted some really “edgy” folks to promote your game ratings system. Of course, at the recent Congressional hearings on the sham ESRB game ratings, Harvard’s Dr. Kimberly Thompson pointed out that it might be nice if you all spent money on actually reviewing the games before your ESRB dumps adult games into kids’ hands rather than just spending money on promotion of the ESRB
Here’s the latest proof that Kimberly Thompson nailed it: It turns out that your “edgy” folks at Penny Arcade are promoting and selling a t-shirt, pictured below, which says on the chest area: “Jesus says…Don’t be a dick.”
Is this, Ms. Vance, the outfit that you think convinces American parents, many of them people of faith, that the ESRB is a really responsible organization? You think that putting profanity into the mouth of the Lord is the way to go here?
Maybe the NIMF’s Dr. David Walsh can answer that question, since he’s the self-appointed guardian of method and style in the video game sector of the culture war.
Until we hear from Dr. Dave, here’s the truth: You’re out of your mind to hire goofs at Penny Arcade, and the below proves it.
IanC @ Jun 19th 2006 2:11PM
Jack, the fact hey sell a shirt means noting to what they are doing with the ERSB. What they are doing is a good thing, informing parents what the ratings are etc.
Of course, since you seem to have an agenda against the RSB and Pat Vance instead of wanting to work with them youll look for any small things to use against them, eh?
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ninjacat11 @ Jul 6th 2006 11:14AM
Hello, Jack Thompson. I've been waiting a long time to give you this comment, but....
First off, I think the ESRB is a wonderful system that could use a bit of upgrading, and the Penny Arcade ads are only increasing it's popularity.
Second, I'm a teen of 14 years, and I feel that while parents should do more to keep M-rated games out of kids' hands, it totally shouldn't be legislated. Not at all.
You cannot, however, say that my brain has been fryed by Doom or Grand Theft Auto, for I have never played those games and never intend to. I mostly just play Ratchet and Clank all the time. I think GTA is overrated, anyways. And if you go after Ratchet and Clank, an innocent game with some gunplay, then there will be no justice.
And also, doesn't it seem just a little contradictory to tell gamers to get a life, yet frequent popular game sites? :P