In the gaming world, parents have always been viewed as the opposing force; trying to keep their innocent children from witnessing the wretched titles that make up the next generation. Most developers ignore this, and continue making games as violent as ever. EA is taking a different approach this go around.

No, they’re not making Dead Space 2 cute for your parents’ happiness; but in fact emphasizing how much they (directed at mothers in particular) will hate it. EA is basing this campaign off the all too common event that young adults tend to love things that their parents hate. Quite an interesting approach, and a nice breath of fresh air.

Enjoy the video advertisement using the new ad campaign below: