Ad critic: Dell gaming goes FTW!

by Joystiq Staff { Aug 24th 2006 at 1:55PM }

As we opened up this month's Wired magazine and flipped through the various pages, something interesting suddenly popped up and caught our eye. It wasn't some new gadget, but instead an ad for Dell's gaming PC lineup. Hijacking the 1337 speak of gamers everywhere, Dell has adopted "FTW" (For the win) to push their PC gaming rigs.

Now, some of us at the office think this is the coolest thing since sliced wheat bread, but there's also a group of us who feel whenever we see corporate America take something near and dear to our nerdy hearts, it's a signal that that phrase or terminology is now dead in the water. How do you feel about it? Once phrases like "FTW" or "O Rly?" pop up everywhere, does it suddenly mean it's not cool to say anymore?

See also: Ad critic: Dungeon Siege reaches new low, Ad critic: Wii-nimilast print ad, Ad critic retro: Perfect Dark, Ad critic: "Racist" PSP ad, Ad critic: Superman, Ad critic: Auto Assault, Ad critic: Oblivion , Ad critic: Tomb Raider, Ad critic: Hitman

Tags: Dell

Reader Comments (Page 1 of 1)

tactics @ Aug 24th 2006 1:58PM

"ftw", "o rly" and "lol" were never "cool to say".

-"superfan" tactics.

syu @ Aug 24th 2006 1:58PM

yes.
saying ftw is now ftl
freaking companies using gamer talk to promote their stuff

GlitchCog @ Aug 24th 2006 2:02PM

FTW is used sarcastically 99% of the time... as in "Dell gaming PCs ftw, lol!" This is simply another example of the absurdly funny disconnect between new cultural trend lingo and rich white guys in suits being paid to try to sound hip and with it.

I'd hit it!

Brian @ Aug 24th 2006 2:02PM

I hope this catches on, if only to see a dell add that says "pooned!"

Super Duper MArio @ Aug 24th 2006 2:04PM

wtf

Super Duper MArio @ Aug 24th 2006 2:04PM

HP pwns dell

IslandLife @ Aug 24th 2006 2:08PM

"Now, some of us at the office think this is the coolest thing since sliced wheat bread"

Those people deserved to be strapped to the wheel of a 747. Or by "us" do you actually mean you Mr. Summa? Hmmm.

beardsly43 @ Aug 24th 2006 2:09PM

OMFG LOL!!!11

Icelandman @ Aug 24th 2006 2:13PM

Well, its very understated to say the least, its not as if the name of the product is OMFGHAXXXWTFBBQFTW Desktop. Its actually kinda neat that they use it in an understated way, its more of a nod to the online affluent then a corporate take-over. That said, I still don't want to buy a Dell.

Derbeste @ Aug 24th 2006 2:14PM

I have to agree that I now have a strong urge never to use "ftw" again.

It's sort of like the term as officially "sold out". It's only fun to use when it's an insider thing. These terms unify the gaming culture.

Dell is "the man". We don't like "the man". And "the man" using our terms is like an 80 year old white guy dressing up like a rapper while shouting "Buy my bling bling, homie!"

It just comes off as ackward, embarrasing, and alienating.

My advice to Dell is to not try to relate with us "on our level". Our level is guys that spend WAY too much money on devices that help us waist our time. Instead, they should portray themselves as exactly what they are without hiding it.

They are workaholic stuff shirts who do what we don't want to do....design better and faster hardware.

So tell you what, Dell.

You don't try to be our "buddies". Be our professional consultants and designers.

Don't try to do our job...and we won't try to do yours.

Deal?

dvnt @ Aug 24th 2006 2:18PM

Dell is shooting itself in the foot. I only use "ftw" in a comical or sarcastic manner. Say I managed to survive an encounter in a game with really weak gear, I might say "+1 stick of racoon's bane ftw!"

Dude, we totally hijacked your wallet on that overpriced PC! Consumer ignorance ftw!

Beltran4MVP @ Aug 24th 2006 2:22PM

"Dude you're gettin' a Dell!" now THAT was cool. ..right??

ORZ maybe not :(

Jeff @ Aug 24th 2006 2:23PM

"ftw" means "for the win"?!

when I was a kid, it meant something totally different. I think leetspeak already co-opted this phrase (and neutered it, btw), so there's nothing to complain about here...

but with the old meaning, it's even funnier seeing it in a corporate ad.

I want to see an ad that says dell.com/foad

Jarrett @ Aug 24th 2006 2:24PM

Derbeste you are funny. "The man" ....where did you get that from....oh yeah that has been around for awhile now too and you got that from whom?
Now you know how the hip-hop community feels when a moniker gets picked up by corporate america.
It happens get over it. It is marketing 101. You have to appeal to your base and that is the bottomline.
Boo hoo they are stealing our lingo. Hip hop artist lingo is constantly being stolen. How long did it take bling to go mainstream? How about Cheddah?
Sorry to say..it is a vicious cycle that will continue.

Jonathan Cashon @ Aug 24th 2006 2:28PM

I have hated "gamer slang" since I first noticed it. I hate it when people type "teh" and "ZOMG!!" I think PWNed gets on my nerves most of all.

It's ridiculous and never has been cool. Rather than Dell making the "FTW" uncool....For the win made Dell uncool.

Viridium @ Aug 24th 2006 2:30PM

Yeah... I saw all kinds of internet dorks using FTW in a context I did not understand, until I found out what they were abbreviating.

For decades, FTW to me has always been F*ck The World.

socrates @ Aug 24th 2006 2:32PM

Do I smell a dance battle about to start up here?

You got served!!!!!!!!!!

Derbeste @ Aug 24th 2006 2:32PM

"The man" ....where did you get that from....oh yeah that has been around for awhile now too and you got that from whom?

Why do you think I put "The man" in "quotes"?

It's almost like there is some implied irony or something.............

Nawwwww! Must just be more lingo.

"Now you know how the hip-hop community feels when a moniker gets picked up by corporate america."

Did you just use "hip-pop community" and "Moniker" together?

wow...more irony. ;)

Anyway...I get your point. It was the same damn point I was trying to make. lol

Oh well...if you said it better so more people get the idea....our work is done.

Intangible 360 @ Aug 24th 2006 2:39PM

Here's a better question: Was it ever cool?

Jarrett @ Aug 24th 2006 2:41PM

Derbete-

Yeah that was my intent...just sarcasm. I saw a few posts just decrying how the sacred gamer lingo has been pilaged by the big wigs in corporate america and nearly fell out of chair. Like they exclusivity on FTW, Noob, GG, and on on. You better believe if their is money to be made off of it ... it won't be safe for long.

bill pullman @ Aug 24th 2006 2:41PM

those phrases (ALL of them) always sucked, so don't worry... no loss.

Zap @ Aug 24th 2006 2:42PM

Derbeste,

go get laid or something.

foamcup @ Aug 24th 2006 2:46PM

As if getting laid has anything to do with anything. Jackass

Derbeste @ Aug 24th 2006 2:51PM

"As if getting laid has anything to do with anything. Jackass"

Getting laid has everything to do with everything.

What in life doesn't seem better after after a good f*ck?

I think he has some good, sound advice for me. And I think I will take his advice. It has been a few hours after all.

Yeup...Zap is a really good coach.

And you know what they say about caoches right?

They can't play.

LaughingMan @ Aug 24th 2006 3:04PM

"Now, some of us at the office think this is the coolest thing since sliced wheat bread, but there's also a group of us who feel whenever we see corporate America take something near and dear to our nerdy hearts, it's a signal that that phrase or terminology is now dead in the water. How do you feel about it?"

You have got to be kidding me? Are you 13? So you're the guy on gamespot forums writing in all caps "OMGZ IZ IGN BIAZED OVVER PS3 ITS SECK H OW MUCECH THEY LIVE." etc etc. Anyone who's above 18 should never use 1337, TEH, or any of the other "leet" (god I'm sorry I know what that is)phrases that everyone uses, but no one actually likes to read. And I shouldn't have to explain why.

Robert Summa @ Aug 24th 2006 3:07PM

For the record, I'm not one of those who thought it was a cool idea.

hoob @ Aug 24th 2006 3:14PM

Anyone caught saying things like this in public should be tied up and shot. We speak English in real life, folks...or at least the butchering of it by pop culture.

Pal @ Aug 24th 2006 3:20PM

Yeah, I got really tired of the "O Rly?" jokes on this site as well, it's like your overhearing your favorite "unknown" song at a karaoke club.

JPRacer @ Aug 24th 2006 3:32PM

FTW mean "Fuck The World" and this since the last 30-35 years. For the win? What's this bullshit?

boing @ Aug 24th 2006 3:56PM

Umm, i always thought FTW was "F*ck the What?" as sort of a retarded and backwards way to say WTF.

truplaya @ Aug 24th 2006 4:32PM

Thanx boing, I'm glad I'm not the only person that thought that.

NES @ Aug 24th 2006 4:42PM

Well at least they didnt say "Dell is the shizzle my nizzle we got the bling bling Son! But if you want this fire come holla cause when its over we gonna skeet skeet skeeet on yo wallet 1" oh yea IM RICK JAMES B*tch! enjoy yo self

Agent MOO @ Aug 24th 2006 4:59PM

Yep... ftw is going the way of "Rad". We've already lost Owned, it is all over the place.

D @ Aug 24th 2006 5:07PM

Considering how the word owned, went to pwned and now I have seen people saying prawned, I would say it has never been cool.

pretty soon it will make no sense at all, you will see things like "prawned lighting underpants" and that will actually mean something.

oblongmouth @ Aug 24th 2006 5:52PM

There's nothing cool (dork cool or otherwise) about Dell, or 'O Rly?' but 'teh' am de aceness

Sean @ Aug 24th 2006 6:13PM

"What in life doesn't seem better after after a good f*ck?"

Your case of herpes simplex 2?

Sam @ Aug 24th 2006 6:31PM

Considering that all the guys working at Dell are probably just as geeky as the rest of you guys I don't think it's fair to say they can't use it in their ads.

blahman @ Aug 24th 2006 6:49PM

At least it wasn't an ad for their superior service department.

dell.com/RTFM/n00b

All Your Lost Socks @ Aug 24th 2006 6:54PM

I still say "rad" =/

:P

I think it doesn't matter who says it, or how often it gets said, or how mainstream or underdog or whatever anyone thinks a word/phrase/acronym is at any given time. Everyone's going to have their opinions. I'll probably continue to use it sarcastically among friends like I've always done - in moderation and where appropriate. Somehow after reading these comments, I'm glad I don't hang out in retarded forums full of preteen idiots who overuse slang that they don't really understand or know the origins of, let alone the language they're speaking.

o.o

Yeah, I know. :)

There is an ebb and flow to speaking a language. Words ought come and go as they please, where they please, as they are felt. That they are constantly forced into places they don't belong is a sad, sad thing. That counts for this ad.

The ZeroCorpse @ Aug 24th 2006 7:00PM

In the halcyon punk days of the early 1980s, "FTW" meant "F*ck The World."

Donald @ Aug 24th 2006 11:10PM

"I hope this catches on, if only to see a dell add that says "pooned!""

This is pretty close:

http://m1.2mdn.net/viewad/1237010/1-gaming_160x600_anim.gif

SteveO @ Aug 25th 2006 2:59AM

Still means "F*ck the World" to me. This makes the ad not make much sense though...

Ferior @ Aug 25th 2006 3:02AM

I find it delightfully amusing that they're trying this.

John Lucas @ Aug 25th 2006 7:05AM

In agreement with 1st comment from "superfan" tactics.
And take words like noob or however you numerically misspell it with you. That stuff is as annoying as "sheet" (phonetic euphemism).

I can semi-tolerate "owned/pwned" & its variations.

But ya know I thought "FTW" stood for "*F* The World"
All this time it meant "For The Win".

Damn. That takes the wind out of my sails.
John Lucas