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Battlefield 3's TV spot features Jay-Z '99 Problems,' sets inappropriate tone

by Jeff Mattas, Sep 23, 2011 12:30pm PDT

I'm not quite sure how to feel about the new Battlefield 3 teaser trailer released today that serves as a prelude to a full-blown TV spot set to air on September 26 "in a number of countries." Scored to Jay-Z's hit '99 Problems,' it's kind of an odd duck. Is EA is trying to pointedly call attention to the fact that there are no women in Battlefield 3, or are the misogynistic undertones purely coincidental?

Here's the thing: I'm looking forward to playing Battlefield 3 as much as anyone, but mass-marketing efforts like this tend to leave a bad taste in my mouth. To be fair, a lack of female soldiers in shooters isn't Battlefield 3's issue alone, but the issue really seems highlighted here by how the teaser is scored.

Check the teaser from the Battlefield 3 blog out for yourself, and share your thoughts in the comments.

In any event, maybe the organizers of the large, private, no-women-allowed Battlefield 3 LAN launch party in Texas (reported by Kotaku) can use it as their new anthem.





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