Dante's Inferno - Superbowl Ad Denied By CBS
Video game powerhouse Electronic Arts will make its Super Bowl debut this Sunday with an ad teasing the release of its upcoming game, “Dante’s Inferno,” but though the title hasn’t even hit the shelves, it’s already stoked a few flames.
Inspired by the epic poem written by Dante Alighieri in the 14th century, the action-adventure game takes players on a blood-soaked journey through Hell to recover a murdered lover.
“Dante Alighieri in his original text basically created a road map for Hell,” said Phil Marineau, the game’s senior product manager. “That’s what the game delivers, the nine circles of Hell re-imagined for this medium.”
Though CBS initially axed the original 30-second ad, which ended with the tag line “Go to Hell,” a spokesperson for the network confirmed that it will air a version that ends with “Hell Awaits.”
The switch prompted a spate of headlines, some of which erroneously reported that the ad had been rejected altogether, but it wasn’t the first time that the game found itself feeling the spotlight’s heat.
To mirror the game’s nine levels of Hell, which represent the various sins of damned souls, Electronic Arts launched what Marineau called a “nine months of hell” marketing campaign, which kicked off last May.
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