Sears Xbox 360 commercial has underage kid loving M-rated games
by Kevin Kelly 
{ Oct 19th 2006 at 8:07AM }
A new Sears commercial for the Xbox 360 has a young boy named Connor telling us what he discovered at Sears. Connor hit the mother lode, because he found a 360, Need for Speed, FIFA, and ... Halo and Halo 2. He dreamily looks off-screen as he fondly remembers fragging someone on the Sanctuary, and telling them they just got pwned.
Apparently Connor, his parents, and Sears all laugh in the face of the Entertainment Software Rating Board, because these two games are both rated M. While we don't always agree with the ESRB, we do find it a bit odd that Sears, a major national retailer, didn't do at least 30 seconds worth of research (which we in the business call "looking at the back of the case the game comes in") and realize that Connor is a bit too young to wax nostalgic about Halo in this nationwide spot.
Check out the video after the jump, and someone let Connor know he'll be able to get Gears of War for that 360, as long as he buys it at Sears.
[Thanks, otakucode]
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Reader Comments (Page 1 of 2)
Ignatius @ Oct 19th 2006 8:10AM
Ten cents says Jack Thompson goes ape**** over this.
McClain @ Oct 19th 2006 8:25AM
Why does Sears feel the need to clone ipod commercials? And with some kid who says "like" too much and has his sleeves rolled up to his neck. His hair is sloppy and his eyes are all over the place.
And what's with the slogan? "This is what I discovered at Sears"? Is it the last vast uncharted department store? Can I discover a monkey at Sears?
Oh, and there's the whole "ESRB" thing, too.
HotShotX @ Oct 19th 2006 8:25AM
That's ok, it's not Connor's fault, it's clearly the fault of Bungie for making such a violent game, and I'm pretty certain GTA was somewhere in Sears at the time.
~HotShotX
RandomDouche @ Oct 19th 2006 8:31AM
I saw the commercial yesterday and he did look off the screen like he just did something naughty. Oh, oh Connor when you get home daddy is gonna beat you.
karsten @ Oct 19th 2006 8:27AM
He sure likes the word 'like' a lot! And stuff...
Greenspin @ Oct 19th 2006 8:29AM
I saw this last night during Lost last night and distinctly remember telling my wife wtf! Maybe that was their whole marketing angle? "Come to Sears to buy the games nobody else will sell you!"
IslandLife @ Oct 19th 2006 8:31AM
Jack Thompson's on the case like Nancy Drew!
BTW, Why is Sears blatantly imitating those old Mac commercials.
Greenspin @ Oct 19th 2006 8:33AM
Sorry, subtract the redundant "last night" in my previous post. (Note to self: Proofread!)
Josh Smith @ Oct 19th 2006 8:37AM
Echo Greenspin, My wife and company then looked at me like WTF.
I'm sure Hillary and Jack collectively wet themselves with glee.
like I totally bet that his like parents would like be mad like for him like cussing, and like shooting aliens, like yea.
Kevin @ Oct 19th 2006 10:24AM
Also funny is that both Halo and Halo 2 are last generation games being used to push a (what I now call) current gen system.
thegrey @ Oct 19th 2006 8:36AM
Anyone ever think that this more for the parents then the kids?
Metal_Link @ Oct 19th 2006 8:38AM
"which we in the business call 'looking at the back of the case the game comes in'".
Or as I call it, "Lookatthebackofthebox!"
I really do say it that fast, according to my friends.
jc @ Oct 19th 2006 8:41AM
I can't remember exactly what year it was... but I am happy that we moved from 'tele-games' to 'videogames'.
Zatch @ Oct 19th 2006 8:46AM
Pretty sure the ESRB rating is on the FRONT of the case...
I do remember this last night too. I do remember wanting to meet the kid in the middle of Lockout on Halo 2 with a shotgun for saying 'like' as much as a valley girl also...
And I would just like to mention that their target market sucks. Even after this commercial, Sears is STILL the last place I will go to for video games.
Jeff @ Oct 19th 2006 8:48AM
"I can't remember exactly what year it was... but I am happy that we moved from 'tele-games' to 'videogames'."
Tele-games was a brand name. We moved away from it the day Sears stopped branding their own game systems.
Anyway, I find it kind of sad that Jack Thompson and Hilary Clinton are now scapegoated every time the industry itself screws up. This is the problem with scapegoats; they act as blinders. In fact, you're doing their work for them.
The way to get rid of people like Jack Thompson and the way to stop government from trying to legislate the industry is to have a voluntary rating system that actually works. And commercials like these are not helping.
Doug @ Oct 19th 2006 8:49AM
Hahahah! And he didn't even mention anything ABOUT it. Just said "And I like Halo...and Halo 2. [end commercial.]" Just throwing the names out there.
He could probably beat me in Halo 2.
If you also notice, he only mentions mainstream games. People know NFS, FIFA, and Halo. If he said "Project Gotham" or "Lost Planet" (two of the system's real winners) the commercial'd have no effect.
Louis S. @ Oct 19th 2006 8:51AM
I dunno, it looks to me like the kid isn't an actor and and was just asked to name stuff he liked for a Sears comercial. He just happened to like video games.
Also, I say "like" all the time when talking, but I can't help it. Like is my "um..." word. I doubt he can help it either.
Rico @ Oct 19th 2006 10:43AM
It was definitely an actor. You can tell from the stilted and unnatural delivery, the conveniently well-known games, and the overuse of 'like' and 'stuff' which I don't think people do that much anymore.
TravistyOJ @ Oct 19th 2006 9:40AM
What is the deal with that organ music? It's like some annoying elevator circus music.
DJ @ Oct 19th 2006 9:15AM
They spent a few hundred thousand dollars to put that commercial out there NATIONALLY.
You don't think that was scripted (or at least guided) down to the last "um" ??
They screen tested maybe 50 kids, then picked this one, did his hair and makeup for the commercial, then shot about 20 takes, using the best one...
...the take that looked the most "spontaneous".
I don't think the commercial's badly done. Makes SEARS seem more hip. The fact-checker guy, though needs to be FIRED for screwing up with having him recommend an M rated game. Clearly nobody involved in the commercial has JACK to do with video games. Any kid who plays XBox360 knows what an M rated game is, even if his parents let him play.
Todd H. @ Oct 19th 2006 9:16AM
My son is 8 yrs old and plays Halo and Halo 2 all the time. I won't let him play online, but he'll have some of his underage friends over and they'll play some multiplayer.
Are we seriously concerned about kids playing Halo 2? What a joke? Try talking to your kid about what is right and wrong, fantasy vs. reality.
http://www.proxbox360.com
Will @ Oct 19th 2006 9:17AM
I just watched Lost on my Tivo and saw this ad. I was completely dumb founded when he said Halo and Halo 2. They had to of known what they were doing. If not, then there a bunch of idiots.
Josh @ Oct 19th 2006 10:04AM
The kid may be underage, but that doesn't mean his parents can't buy it for him. Maybe he has the ideal parents who watch the games that they buy him and then inform him that it's all fake and that he should take Halo to mean "go shoot up your school".
DJ @ Oct 19th 2006 9:20AM
"And I would just like to mention that their target market sucks. Even after this commercial, Sears is STILL the last place I will go to for video games."
Hahah... that's why I got my Xbox360 there in the first place.
Nobody was lining up at Sears and I found mine EASILY at the height of the launch, heheh.
When PS3 comes out, I bet some fool will be able to walk into SEARS, and grab one, right behind the AUTOMOTIVE center... That store gets, like, NO walk through traffic.
nick @ Oct 19th 2006 9:22AM
Maybe he was just being honest about his favorite games. Sure there are kids out there playing these games. Just like there are kids playing the Grand Theft Auto series. It's up to the parents or guardian to determine what is or is not appropriate for their kids. I don't think Sears did anything evil. This is just like movies. I'm sure there are kids under 17 who loved Underworld: Evolution or V for Vendetta too.
If this were a major issue, then it wouldn't be 'under 17 allowed with parents', it would be no one under 17 allowed period.
Martin @ Oct 19th 2006 9:27AM
Todd H. "what a joke?"
That is good that you let your kids play, that is your choice. Some parents don't want their kids to play, and that is their choice. You probably kick and scream when someone tells you you shouldn't let your kids play, but you are telling people that it is stupid not to let their kids play. Honestly, I think it should be up to the parents and their responsibility. My problem is you are saying it is basically a joke to question whether kids should play or not. Also, you really need to beware of what your child's friend's parents think. They might not approve if you havn't let them know.
Personally though, I would let my kids play, but I also think only parents should be able to buy kids under 18 M rated games, and should have to sign a consent form with purchase!!!
DJ @ Oct 19th 2006 9:33AM
"My son is 8 yrs old and plays Halo and Halo 2 all the time. I won't let him play online, but he'll have some of his underage friends over and they'll play some multiplayer.
Are we seriously concerned about kids playing Halo 2? What a joke? Try talking to your kid about what is right and wrong, fantasy vs. reality."
I totally agree with you that parents should decide what their kids play.
If you want your 8 year old kid to read HUSTLER magazine (as long as he doesn't contact the online personals in the back), then that's cool with me. He's your kid.
But like HUSTLER, M-rated video games are ILLEGAL to sell to 8 year old kids, and are NOT supposed to be marketed to that age group, which SEARS just did.
Allow me to illustrate:
New BORDERS bookstore COMMERCIAL:
8 year old boy: "I read... I like SPORTS ILLUSTRATED... I really like that magazine, I really got addicted to it because it's lots of fun and stuff, because I like to read about MLB and NFL... you can know about the top players...
And I like ENTERTAINMENT WEEKLY, because I'm into movies and stuff...
And, uh, I like HUSTLER and UNZIPPED magazine... my name is Connor, and this is what I discovered at BORDERS"
unimental @ Oct 19th 2006 9:47AM
The last game I got from Sears was Baseball Stars. Kudos to their marketing department for realizing that consumers needed a reminder that they are still selling games and consoles, even if they muffed the delivery a bit (albeit humorously).
Scooby Doo @ Oct 19th 2006 10:04AM
I don't know. I completely agree that parents should get ultimate say in what their kids watch, and Sear's should have at least considered the games the kid was mentioning, but out of the majority of 'M' titles, Halo 1&2 seem like some of the least offensive Mature-Rated titles and that's a perspective that should at least be considered here.
If the kid had mentioned GTA or the new Bully game or that Playboy Mansion game, it would make me raise my eyebrows. Most of us gamers have been shooting aliens in one form or another even when we were younger than this kid, it's just that the graphics now bring more realism to it. It's still a game where you shoot digitized monsters in a make-believe world. I think most of us that think 'Eh...no big deal', are doing so because we question Halos' M rating. It still would have been wise for them to think about the ratings for the games before they aired the ad.
Colon D @ Oct 19th 2006 10:16AM
You know what? I think it'd actually be beneficial if someone (not Thompson, as he'd go in with his murder simulator hoo-hah) picked up on this and called Sears out on it.
The industry gets enough bad press for apparently making children play these oh-so-violent video games; it doesn't help anyone when a national retailer flouts the conventions.
fawazr @ Oct 19th 2006 10:16AM
The target audience IS children who are dependent on their parents for games. With enough nagging, any parent will buy an M-rated game for their kids. And believe it or not, a good percentage of parents are bad parents (media-wise at least). They basically rely on TV and videogames to babysit their kids, so if an M-rated game that junior swears, "like isn't really even, like, that bad," will put a lid on the nagging, it's a worthy purchase in their eyes.
Jack Thompson @ Oct 19th 2006 10:43AM
THX GUYS FOR DO MY WORKS FOR ME
*CALLING SEARS*
I AM VERY UPSET WHY TO LET THIS KID PLAY HALOS. (HOW MUCH IS BUNGSTAR PAYING YOU.)
Pop @ Oct 19th 2006 7:09PM
Yeah, you guys nailed what i was thinking when i saw the ad.
Poot @ Oct 19th 2006 10:46AM
I just want to know why they had a kid in the advertisement.
Kids aren't the primary market for consoles anymore. 35 year old men are. They may as well have had a 90 year old grandma in the ad. Talk about not knowing your market base.
Seroth @ Oct 19th 2006 10:51AM
I don't see a problem with this. It's just a kid, naming off his favorite Xbox games.
rob @ Oct 19th 2006 10:55AM
Hillary Clinton is now using "I STOPPED MINORS FROM PURCHASING VIOLENT VIDEOGAMES" in her new campaign commercials.
Adam @ Oct 19th 2006 10:55AM
I didn't know Ellen Feiss had a younger brother!
Screen Cheater @ Oct 19th 2006 10:56AM
Is it illegal for persons 17 years of age and under to play M rated games or illegal to buy M rated games.
ESRB description for M rated games says quote, "MATURE
Titles rated M (Mature) have content that may be suitable for persons ages 17 and older. Titles in this category may contain intense violence, blood and gore, sexual content and/or strong language."
It says may be suitable, nothing concrete there.
Firegirl @ Oct 19th 2006 10:57AM
Wow, I can see the masses wanting to boycott Sears over this now. It's getting close to election time, which annoying politician is going to take this stupid commercial WAY out of proportion?
jeffx @ Oct 19th 2006 11:45AM
my children will learn to talk properly before even touching a videogames console, mark my words!! No "like", no "umms", no "and stuff"s.. this is just ridiculous.
the great ramblar @ Oct 19th 2006 11:05AM
I'm just wondering why the hell they are advertising the 360 with ad's featuring old games like Halo. That combined with the underage bit makes me feel like their next commercial will feature Mrs Pacman and Mortal Combat.
TeddyN @ Oct 19th 2006 11:08AM
ROFL @ Number 2!
"Can I discover a monkey at Sears?" LOL
JD @ Oct 19th 2006 11:11AM
...Love the last second g(n)ame drop. Like the cue card guy fell asleep due to the drull advertisement they were shooting.
Has anyone mentioned that it's a Sears/Xbox 360 commercial and those halo/halo 2 were made for regular xbox? I know they can play on 360, but maybe if they stepped up to mention games that were made for the product they're pitching.
I suppose PDZ sucked too much and was not violent enough for Connor.. GRAW was at least fun for a few months... If Connor wanted something faster and w/ more bloodshed to share about, Prey was pretty twisted. Maybe his mom can pick it up for him w/ a six pack of 40s and the newest playboy as she cares about what he does.
superbagman @ Oct 21st 2006 2:40PM
What I think is hilarious is that nobody gave a damn when the story about the 6 year old professional Halo player popped up on the blogs, buit now we're worrying about this kid who is at LEAST twice the 6 year olds age( More than likely in his teens).
Lothar Hex @ Oct 19th 2006 11:21AM
How many times did he use the word "like" in that?
Todd H. @ Oct 19th 2006 11:20AM
I'm not calling anyone dumb #22, I'm just saying we're making a bigger deal out of this than what it is. I try to filter most of the things my kid gets to play, listen, or watch but the Halo serious is probably some of the most innocent "M" titles you'll find.
Jesus, just turn on the radio or cable T.V. and you'll hear more offensive B.S.
get over it @ Oct 19th 2006 11:29AM
"Sears is STILL the last place I will go to for video games..."
like DJ said, most people don't think of sears when they think videogames. when the PS2 was released and difficult to find and memory cards were impossible to get in my area i went into sears and they had plenty of systems on the shelf and it was the only place i found that had any memory cards.
they obviously need to advertise but this commercial is a pretty poor "i'm connor, and i'm a mac user" ripoff.
dvddesign @ Oct 19th 2006 1:16PM
I'll do everyone, one better.
Let's say that ad was reworked for a non-violent game about sex. Would that make it okay if instead of Halo and Halo 2 the kid played "Do you like Horny Bunnies?" or "Sexy Beach 2"?
If you're gonna be impositional about "tame" M rated titles, then by all means, go ahead and let your kids play Sexy Beach 2. No one dies, no blood, no gore, no swearing. Just lots and lots of oogling women in skimpy non-bikinis having sex with you after you grope them.
And crap, that kids more likely in his lifetime to actually sleep with a woman than he will kill someone, so where's the harm? Hmm? You'd have a far easier time teaching/monitoring your child's proper social conduct regarding the opposite sex than you would violent behaviors.
Don't placate violence just because it doesn't have the other trappings of controversial M rated media.
I wouldn't want to expose my 10 yr old child to the concept of genocide, species extinction, or war on purpose without a lot of explaining beforehand. Which I'm sure everyone who lets their kid play Halo did already. Right?
Martin @ Oct 19th 2006 12:02PM
"42. What I think is hilarious is that nobody gave a damn when the story about the 6 year old professional Halo player popped up on the blogs, buit now we're worrying about this kid who is at LEAST twice the 6 year olds age( More than likely in his teens)."
That is because it is ok for kids to play these games if the parents or legal gaurdians approve, but they shouldn't be advertised towards kids. Big difference. Some parents don't mind their kids playing, some parents want their kids to play (if my kid was making millions playing, I would want them to!) and some parents don't want their kids playing. It is like advertising Saw II at Toys R Us. Or if Mortal Kombat was in Home Alone. Or as people mentioned some 12 year old saying, I like Books a Million because they always have the latest issue of Playboy. Playboy isn't offensive, it only depicts nudity and has some of the most intelligent writing in it, but many parents don't want their children reading it because it is for adults.
Martin @ Oct 19th 2006 12:05PM
"43. I'm not calling anyone dumb #22, I'm just saying we're making a bigger deal out of this than what it is. I try to filter most of the things my kid gets to play, listen, or watch but the Halo serious is probably some of the most innocent "M" titles you'll find.
Jesus, just turn on the radio or cable T.V. and you'll hear more offensive B.S."
And that stuff isn't advertised towards children. Seriously, all I am saying is you said "what a joke" but it is stuff like this advertisement that gives people who want to take the rights of parents to choose (JACK THOMPSON) away and hurts the legitimacy of the ESRB.