EA repents use of topless models in Need for Speed ads

by James Ransom-Wiley { Nov 27th 2007 at 12:28PM }

Boobs have long been the marketing companion for guy stuff, like fast cars. So it seemed a natural choice for EA (or more likely, a contracted third-party ad firm) to feature a pair of scantily clad models posed with a Ferrari to promote Need for Speed: ProStreet (rated 3+ in Europe). That "scantily" is hereby defined as sans tops is admittedly risqué for games promotion, but the ads only appeared on UK tabloid The Sun's softcore site Page 3. Today, EA issued a statement of regret about the images, explaining that the promotion had "slipped through the proper EA approval process." As a result, the ads have been removed from the site (but not from the murky bowels of the internet).

So what's the cost? Perhaps longer 'exposure' could have helped ProStreet topple Assassin's Creed from the charts. We'll never know.

[Update: full censored image has been moved to accommodate 'work surfers' -- view it after the jump.]

Tags: ea, need-for-speed, needforspeed, page3, prostreet, uk

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Reader Comments (Page 1 of 2)

gonk @ Nov 27th 2007 12:31PM

what's wrong with it? (other than the pixelation, of course)

Abscissa @ Nov 27th 2007 1:33PM

I'd say the clear lack of relevance to the product itself, as well as the blatant insinuation that men are supposed to be hormonal enough buy anything just because some irrelevant boobs were tossed into an ad for it.

Edog Lost @ Nov 27th 2007 1:37PM

BOOB!?!? Where do I buy this game!

Dan Bugglin @ Nov 27th 2007 1:40PM

Plus that it's a game rated for three year olds and up (in EU at least)?

Brad Lee @ Nov 27th 2007 1:44PM

Welcome to advertising Abscissa. When is advertising EVER honest? It's deliberately deceptive.

After watching commercials for the medicine to keep herpes outbreaks down, I almost find myself WANTING herpes. For fuck's sake. I'd like to frollic in the hills with a hot wife too. But when is that ever the reality? Some girl you've been dating finds out you're packing herpes in your pants and she'll probably say "That's disgusting. How many women have you slept with you freak!"

But being honest won't exactly sell herpes meds will it?

I see nothing wrong with the boobies ad from a moral standpoint. If anything, it makes the usually less-than-obvious deceptiveness of advertising more obvious. Cars + Boobies = Need for Speed Prostreet, buy me now!

Besides, if girls want to expose themselves for a video game they likely know nothing about, I say let them. FREE THE PEOPLE! Vote liberatian.

gonk @ Nov 27th 2007 1:44PM

children breast feed before they turn 3...

Anonim @ Nov 27th 2007 1:59PM

Need for speed : PORN STREET :)

-----------
BTW.
The PS3 version of NFS:PS is TEH SHITE
So *crappy* conversion that even EA must be ashamed.
Incredibly blured, framerate problems, cut out spectators etc.

PS3 vs. Xbox 360 Comparison
http://download.gametrailers.com/gt_vault/4873/t_nfsprostreet_360vsps3_comp_gt_h264.wmv

MrBlank @ Nov 27th 2007 2:01PM

If I saw that ad and bought the game, I'd expect to see topless chicks in the game.

Robert @ Nov 27th 2007 2:25PM

weren't they posted on a softcore porn site? Seems like a nice way to tie the product into the site it's advertised on.

rv @ Nov 27th 2007 4:07PM

nice. more games should adopt this kind of promotion. for once i agree with ea.

ShortFuse @ Nov 27th 2007 12:34PM

I saw this two days ago. I wasn't sure it worth sending a tip. Pretty sleezy if you ask me, but at least better than those xbox360 accessories pics. These pics are much better.
I bet you guys had lots of fun applying that mosiac blur. :)

Matt_M @ Nov 27th 2007 12:36PM

For those of us surfing at work, do you suppose you could put the image after the jump?

gonk @ Nov 27th 2007 12:39PM

maybe you should work instead of surfing the internet instead?

JodyAnthony (Good Eats Defense Force) @ Nov 27th 2007 12:40PM

some people get breaks during their work day, or lunch breaks.

gonk @ Nov 27th 2007 12:42PM

so? go eat lunch, or scroll past the pic. wtf

Matt_M @ Nov 27th 2007 12:47PM

@gonk
Who says I can't do both, simultaneously? You don't know what my job is or what it entails. Sufficeth to say that many professions have some downtime even while they're still techincally on the clock.

Hollywood Ron @ Nov 27th 2007 12:49PM

Working is for suckers. Quit and live off welfare.

psn: ummfada @ Nov 27th 2007 1:39PM

thanks Matt_M ...good idea

vectorelement @ Nov 27th 2007 5:16PM

I can't believe the NERVE to disrespect these women...

... by covering them up with pixelation.

Yuccadude @ Nov 27th 2007 12:42PM

Yeah, -20 Man Points to EA for apologizing for the use of boobs in a European advertisement. I mean, it's not like any other company uses scantily or near-scantily clad women to stir up interest in their products.

umm....hello??? @ Nov 27th 2007 1:43PM

...and from what I've seen from most European ads, this one's extremely tame.

PizzaDino @ Nov 27th 2007 12:48PM

hey joystiq thanks for the HUGE NWS image I love that! I bet my boss would too.

Really, who thought that was a good idea?

also Gonk I am on my lunch break as I type this, lest you think I am a blight on the modern American workplace

gonk @ Nov 27th 2007 1:58PM

the boobs are blurred, what's nws about it?

vidGuy @ Nov 27th 2007 12:49PM

I'd be more interested if those women gained 15 pounds. Or if Pro Street was any good.

GRANTED @ Nov 27th 2007 1:51PM

no fat chicks. unless the 15 lbs goes to the pixelated part.

vidGuy @ Nov 27th 2007 1:58PM

Those girls look to be 90lbs tops. If you think a 105lb girl is fat you have some serious problems. And, my guess is, still single.

GRANTED @ Nov 27th 2007 2:51PM

my girlfriend weighs 110. i was joking--i'm not really invested in whether these topless models gain weight or not. if you want to advocate girls gain weight, go on the tyra banks show. i see enough fat bitches every day going to work--90 lbs is still healthier than 180.

Crono (NDF - Knight of the Old School) @ Nov 27th 2007 6:34PM

Only if she's 4 feet tall.

However, a 5 and a half foot tall woman, depending on build, would be quite healthy at 180, if not slightly overweight.

Its the 200+ pound chicks that are unhealthy.

a ham sandwich @ Nov 27th 2007 12:50PM

uh, well can somebody post a link to the...ahem....ACTUAL image? :)

onemorehour @ Nov 27th 2007 1:52PM

Meh:

http://www.flickr.com/photos/polygamia/

baby sea tuna @ Nov 27th 2007 2:01PM

Wow, onemorehour must have some pretty spectacular tits to give that one a "meh!"

Then again, I personally tend to disagree with anyone who uses the term "meh" on basic principle...

LaughingTarget @ Nov 27th 2007 4:08PM

I keep hearing about this uncanny valley thing, but I think the modeling community has been living there for some time now.

PrinceOfPersia009 @ Nov 27th 2007 1:03PM

So whats the final verdict on this game? Is it good? Worth the money?

I'm hearing such conflicting stuff about it on IGN and other websites. I usually enjoy NFS games (even in their different variations) but for some reason I was hesistant to buy this one right away. Sorta like the demo (it grew on me) but I'm afraid the game might be too boring and I should just wait for Burnout: Paradise (love the new cover art).

arrrgh @ Nov 27th 2007 1:37PM

I loved the demo :)

FINALLY a NFS style game where you FEEL like you're going as fast as your speedometer says. And if you get some speed wabble going on and fish tale into a pole? Race over. Your car gets wrecked!! :):) i had a stoned blast playing that out

AlfaMike @ Nov 27th 2007 1:48PM

Nah the game looks uber lame. Instead of trying to stir up controversy with lame bimbo cover shots (what, you're telling me any guy who visits this website can't find all the naked women he needs elesewhere on the internet?? We need to get that from EA?!) EA should have grown some balls and made this version of NFS as cool and fun to play as previous versions, including cop chases and street driving. But apparently they chickened out on fears of lawsuits for promoting "bad behavior". Come one EA, the graphics on Prostreet are beautiful, but you guys dropped the ball on making a game that is fun to play. No way I'm buying this. Boring track circuits, going round and round for no reason, like NASCAR for tuners.

gonk @ Nov 27th 2007 1:08PM

well now that the pics after the jump, why not show the uncensored version? it's not like none of us have seen titties before

Spartacus @ Nov 27th 2007 1:16PM

I haven't and I'm married...

vidGuy @ Nov 27th 2007 1:19PM

He must stay fit enough not to get the man boobs, huh?

Mike @ Nov 27th 2007 1:41PM

I love how they are trying to distract you from just how bad this version of NFS is. I rented it and its a CHORE to just get through the first few races. This IP is dead to me at this point.

Mark @ Nov 27th 2007 1:47PM

link to the real foto.........?

Grant @ Nov 27th 2007 1:53PM

http://polygamia.pl/kolezanki-ani-amy-i-becky-kochaja-need-for-speed#more-7435

baby sea tuna @ Nov 27th 2007 1:53PM

Seriously. I mean, we're all over 3 here, right?

Mark @ Nov 27th 2007 2:00PM

Ty grant...... - nice job EA , but they used older looking women?

and an NFS logo on the car would make it less cheesy...

Jeff @ Nov 27th 2007 2:10PM

I don't see why everyone's making a big deal out of this. If I'm not mistake, Ubisoft did the exact same thing with Assassin's Creed; they just used a brunette instead.

=P

Tyfighter @ Nov 27th 2007 2:16PM

That's awesome advertising! Those girls are hot as fcuk. i really could care less about the game, i don't plan on ever purchasing it.

PrinceOfPersia009 @ Nov 27th 2007 2:27PM

Thanks for the responses to my questions.

I think I'll rent the game first. Probably will just wait for the next NFS.

I think Burnout is gonna be AWESOME though. Can't wait for the demo to hit Live!

Matthew @ Nov 27th 2007 2:47PM

onemorehour - bless ur soul.

The game= not my cup of tea.

Grendel Pr1me @ Nov 27th 2007 3:35PM

Oh EA. There you go again using that amazing counting ability you seem to possess so fluently.

Where you say there was only 1 picture, there are 11. And where you say there are 60 fps, there are 30.

Gosh. You guys sure are funny with your counting and such.