Hey Ubisoft, ZombiU's Sexist Ad Really Grinds My Gears

GR - "Ubisoft is one of my personal favorite game publishers, and that shouldn't come as a surprise given their strong output of good games—with recent titles like Assassin's Creed 3 and Far Cry 3 taking up most, if not all of my gaming time in recent weeks."

[-Mika-]

Wow, this is really sexist and degrading. I don't even know where to start. First, I don't want to be an anorexic girl with fake implants. That body is really not anything to die for.

Second, this pic is really degrading. This girl is practically naked. They should of thought of a new ad idea or at-least replaced the female with a male. That would have been more acceptable.

Edit: Ok guys, here their twitter. Plz tweet them about this ad.
http://twitter.com/UbisoftU...

[MariaHelFutura]

That you think a male would be more appropriate is kind of sexist in itself.

[crxss]

i came here to find out if someone knew her name :/

[Neckbear]

You know, I really like to think of your posts as someone playing a terribly ironic character. Mainly because, well, there's no way it could be anything else, right?

Right?

[majiebeast]

So its okay to have a naked male but its not okay to have a naked female? Guess what that makes you Mika? A sexist congrats you just became what you accused Ubisoft of doing.

We are men we have feelings we arent just pieces of meat we are human beings. /cry

[A7XEric]

"First, I don't want to be an anorexic girl with fake implants. That body is really not anything to die for. "

So because she's not fat (or in fat girl speak - "curvy") she's anorexic? The only girls that would say this girl is too skinny are the ones who are overweight or are self-conscious of their own appearance.

[gpturbo81]

or just jealous

[JC_Denton]

Please go back to the magic feminist kingdom from whence you came. Let the smart ones do the talking.

[ShaunCameron]

LMAO

[L6RD7BLU3]

If it's degrading she shouldn't have applied for the job, if you don't respect yourself then why would anybody care.

[ronin4life]

Hey, what did you think of Sony's french Vita add?(since I know you are a big sony fan, though this isn't limited to just you)

You know, the one with the women with 2 sets of breasts, each one representing a Vita touch panel and this DIRECTLY comparing/equating a women to an ACTUAL object?

Meanwhile, Ubi releases an add playing off an ages old joke no one here hasn't heard before... hmmmmm.....

[Sketchy_Galore]

The girl in the pictures is not my type at all but she's not even close to being anorexic. She has an athletic body, she clearly works on maintaining a fit and toned body more than most women have the chance to but that's why she's a model. She's paid to keep herself especially physically fit. Complain about how trashy and dull she looks al you want but implying she's anorexic just makes you sound insecure about your own weight. There are models that do look anorexic and sickly, like they've ingested nothing but cocaine for weeks. Those are the kind I find attractive, this girl is not one of them.

[nukeitall]

@-Mika-:

I just twittered to Ubisoft that I like their ad and they should keep it up!

I would rather have that than some freaky crying baby or some creepy looking alien:

http://www.youtube.com/watc...
http://www.youtube.com/watc...

[Outside_ofthe_Box]

Always taking shots at Sony any chance you get lol. Typical you.

[ZombieKiller]

Look on the bright side, shes had more to eat in the afterlife then she did in real life.
Seriously, this ad is stupid and actually makes me NOT want to buy the game. Wonder what other dumb decisions they went with....no thanks.
MIKA good luck trying to get a bunch of dudes to change from staring at a naked girl to staring at a naked guy. I dont care for the ad, but id much rather stare at the chick. if it had a nude guy on the cover, good luck with sales. this is stupid and should be ignored by everyone instead of causing an uproar. that will just attract more attention and more sales. leave it be and play other games and maybe they will rethink their strategy
Go play DMC3 if you want a shirtless male. beat the game once to unlock shirtless Dante

[BlackWolf]

Ooohh.... I'm sure you said nothing when Sony threw the four boobed girl ad for the PS Vita. Such an hypocrite.
And using a male in the same fashion is as sexist as using a girl.

[LtComAmbrose]

I see why you only have one bubble mika

[DasTier]

Anorexic? Its actually more offensive that you consider her anorexic. I wouldn't want to see what you consider slim.

[RFornillos4]

@-Mika-

ok, first up i don't believe the girl is anorexic or looks anorexic. second doesn't "...anorexic girl with fake implants" sound, uh, sexist to you.

i agree with the idea not being that good, but to suggest replacing the female with a male, sounds like you also are being a sexist.

that's the sad part of this whole "sexist" concept, you show a female doing something sexy/provocative it's sexist, you show a man in a laundry detergent commercial who can't distinguish between whites and colors it's not sexist. don't get me wrong, i do respect women's rights and all; but sometimes the idea is just open to abuse.

[ZombieNinjaPanda]

Okay so first it was youth violence, then it was sex, now it's sexism.

What do you guys think is gonna be the next trend trying to act our vidya games?

[NickleDime510]

This is literally the least controversal add i have ever seen ever. However if it was a dog i would have a problem. That makes me a speciesist!

[Pozzle]

Calling this woman "anorexic" is more offensive/sexist and potentially harmful than an ad like this. Considering you're a girl Mika, you should know better than to shame another woman over her body and the choices she has made regarding her body (e.g. staying slim, getting implants, etc). Don't women get enough of that shit from the media? Is it really necessary to insult this woman's physical appearance to prove your point?

If you don't like the ad, that's fine. But don't pretend to give a damn about sexism in the gaming industry when you yourself have just spouted sexist drivel against a woman who doesn't fit into your narrow-minded little box of what a woman "should" look like.

Sorry for the outburst, but shit like this seriously pisses me off. As someone who has a family member with an eating disorder (that isn't helped by assholes making derogatory comments about her figure), I can't help but speak up when I see comments like this.

[Tetsujin]

You want sexist? Go look at the older ads for Fear Effect 2 Retro Helix, then you earn the right to complain. Until then, stop trolling for hits and attention; in fact, change your avatar to the troll face since that's all you've been doing lately.

Do I like the woman advertised? No, I like thick, curvy women. Do I find this ad sexist? No, it's more of a before/after effect based off jokes from the 70's, but you wouldn't know that since you probably grew up post 90's.

[A7XEric]

I don't see what is sexist about this. It's a suggestive ad that might be inappropriate for young kids to look at, but I don't see how this in any way prejudice towards women.

[torchic]

if anything, the ad is really corny and lame

[etebitan]

some people nowadays are just too sensitive...

[Rettom]

I'm not saying this is picture is good or bad, but this world has become to accustomed to things. We desensitize ourselves too often. Watch, in 20 years, there will be naked chicks on advertisements, or robot prostitutes. It'll get worse and worse, so stop saying we're too sensitive. You're too desensitized.

[SilentNegotiator]

As a man, I can only relate slightly if I think of it this way...

If society used half-naked men to advertise things all the time, I would get tired of seeing half naked men. As for being "sexist", well, that might not be the word.

[CoLD FiRE]

Why "might" it be inappropriate for children to look at? They can see women in bikinies on the beach!

[SilentNegotiator]

@cold fire

That would probably come down to a debate of intention and context. This ad is clearly using sex for attention, after all; that isn't really the goal or intent of a beach-goer.

There are nude beaches, as well, and the intent there isn't to sell things with sex.

[That-Guy]

Yeah, if this were a buff guy in Speedos I'm fairly sure almost no man would have an issue. This isn't sexist. It's just advertising that appeals to sex, something tried and done for a long time.

[Zhipp]

Sure, the ad is stupid, and it...objectifies women? Am I saying that right?
*sigh*
I'm not even sure what the word "sexist" means anymore. :(

[FarCryLover182]

It's sexy, that's for sure. If only there was a "hot guy" on the cover, then it wouldn't be deemed 'sexist.'

[BanBrother]

Uncharted is sexist. There is some super sexy guy that is always on the cover ;)

[yesmynameissumo]

This is sexist? Puhleeze.

[Tornadobounce]

This is the greatest poster I have ever seen

[Rupee]

Hmmmm meanwhile we're all talking about this zombie u ad so it must be doing something right. :)

[Megaton]

Everyone's always looking for an opportunity to be offended these days.

http://imgur.com/EX5v4

[soraalam1]

Read it in his LBP voice, just made the ending funnier xD

[Ninjamonkey82]

Back in the Kitchen Zombie Bitch!

[cleft5]

While the ad may be tasteless, what makes something sexist is the intent behind it. For instance, this ad is using sex to sell a game to anyone who wants to play it, while the ad may be geared toward men it doesn't exclude women.

If there isn't malicious intent behind the actions, meaning they are trying to subjugate women in some way, then I don't see how it is sexist. There is a difference between being misguided and being sexist. People shouldn't be quick to jump on every small thing and call it sexist because doing that lessens true sexist actions.

[Sketchy_Galore]

It's another sign of the sick double standard in our society. If you're advertising a videogame it's perfectly okay to take photos of a dead woman's rotting corpse provacatively posed in a skimpy bikini but when I do it for my own private use I get fired from the funeral home.

[doritos]

LoL.

[deafdani]

Awesomely done. I tip my hat to you, sir.

[Fishermenofwar]

I'd tap the second girl for sure...All dayy errr day....

[peowpeow]

Double tap?

[Fishermenofwar]

I want a twinkie!!

[doctorstrange]

Just some context - the ad is being run in lads mags like Nuts and Zoo, which are pretty much made up out of boobie pics

[Hicken]

Meh. Not even worth complaining about.

[Kennytaur]

See, this stir is exactly what the marketing people want! It's clearly working. And this isn't even close to as sexist as some other ads out there as it's trying to be more aimed at humor rather than simple boobieshots. Remember Ghost Recon FS?

[frjoethesecond]

Awesome avatar.

[JohnApocalypse]

I think its funny. But some people just have to take shit too seriously

[JustInTlME]

I have no idea how this ad is sexist. Its suggestive, shes hot, i woud totally bone her.

And I guess if that makes me wanna look more into the game and play it on my new Wii-U then cool. The ad worked...

[ado908]

Eh Id still bang her in zombie form

[helghast102]

Oh boo hoo

[tigertron]

You know your avatar with Rarity's pouting expression matched your comment. ^_^

Anyway, this is not a sexist advert...

[LOL_WUT]

I like it. ;)

[deafdani]

Whatever gets people to buy this game. Zombi U, in my opinion, has been pretty underrated by many critics. For me, the people that play this game fall into two camps: those who get it, and those who don't get it.

The ones that don't get it play Zombi U with the mindset of playing COD with zombies, a la left for dead. Zombi U just isn't that type of game, it's about true survival horror, and anyone that gets a grasp on that concept will appreciate Zombi U.

It's not perfect, but it's still a damn good game. I can't recommend it enough.

Regarding the ad: I think it's more a joke about sexism than it is sexist in itself. People see the first part of the ad expecting to see a naked girl on the end, only to be greeted by a zombie girl. It's ironic, but I guess the irony will be lost for a lot of uptight politically correct people and overtly-agressive feminist types.

[OC_MurphysLaw]

To be honest...I think that ad is quite clever, sure it panders to a low denominator, but lets face it... Males between 18 to 35 are going to be the target market...what better way to get our attention then a hot woman and then bam! Zombie chick.... its solid marketing.

[JasonXS12]

How is she anorexic, she's goddamn gorgeous and that body is too die for for a girl I reckon.

[DomceM]

i think this ad is awesome. And everyone who gets offended by everything needs to just bury their hand in the sand and stop using the internet.

[ExCest]

I don't find this ad to be sexist at all. They're not using an attack against a woman, only complimenting her. It'd be sexist if the ad said that she's a worthless wench that should go back to the kitchen because that's a woman's job. Now, that's sexist. It's discrimination.

If this were a man, it wouldn't be sexist. /society

PS if there were some double standard that applies to something like this, then that is discrimination, and thus, sexism.

[Deku-Johnny]

It's not particularly sexist whatsoever, in fact it's the complete opposite. It's a play on sexist campaigns.

[scottd]

LOL still no Mika

[deletingthis34675334]

Sex sells to nerds and UbiSoft knows it. A lot of nerds will do anything to shoot their load to something somewhat representing a woman because they won't get out of their parents' basement and go outside. Oh and another interesting note, look at Mass Effect and how many male gamers play as female Shepherd and they given in to having sex with a dude. Isn't that creepy? I think a lot of gamers out there are closet homosexuals and refuse to admit it.

[DomceM]

LOL. Loved this comment.I dont necessarily agree but it is hilarious.

[VTKC]

really? I am a male gamer,nerd? well I am not of great intelligence so no. BUt I cant get a girlfriend so I am a loser perhaps is the more appropriate term. well anyway... I chose the main character to be a female but I did not let her have a relationship with any other character in the game as I thought that would be unrealistic in the situation in with trying to save the universe from impending doom etc. Its when people start fucking around in dire situations like this is when it all goes to shit.
And of course I like the idea of a female saving the day rather than the usual male character in so many games before.

[Gamer78]

Where to start. I am sick of people finding crap to whine about. Everyone is so damned sensitive. Go cry and write to obama about it. Get over it.

[mochachino]

Why is it ok to use sex to sell EVERYTHING except video games.

[ninjahunter]

Oh cmon, its a clever joke. If people get offended over things like this i would hate to see how they would react to going outside!

[AIndoria]

Feminists. *Sigh*

[WPX]

If I'd be offended by this ad is because of false advertising. You don't see a zombie looking like that in-game.

[Thepcz]

its merely using sex to sell a product. the same way david beckham uses his sex appeal to sell underwear etc. is that sexist? no.

a bigger problem i see, is when certain groups of society are not included in games like these.

this game is set in london, there is a large muslim population in london. does that mean we will see burka-clad zombies? zombies with a hijab? of course not! but why not?

thats true racism, discrimination, or rather, the lack of certain freedoms of expression.

its ironic we have come to a place in society where its totally fine to see a women zombie walk around half naked, ass and tits on show, but cover her in head to toe in 'cultural attire' and that would probably cause bloody demonstrations, riots etc worldwide.

the game would be banned.

so we should be proud we can have a bikini clad woman, for those who like it! if you dont like it, dont buy it! but dont condemn the entire game just because of your uptight, old-fashion (ie chauvinistic) views on how women should act, dress, and be used in marketing campaigns.

[Ser]

Sexist ad?...This?...My goodness, political correctness is ruining the world.

[Argil]

HELP!

I wanted to see a some fun pics of a pandemic victims being brained with a cricket bat, but Ubisoft tricked me into watching a woman in bikini. She even had big boobs, which is particularly harmful (or so I'm told).