Electronic Arts Super Bowl Ad

The Electronic Arts Super Bowl ad for 2010 promotes the new video game Dante's Inferno. This is the first year that Electronic Arts (EA Games) has purchased Super Bowl advertising time. The 2010 commercial, created by Wieden & Kennedy, originally ended with the words "Go To Hell". Days before the Super Bowl, CBS rejected the ending and requested that the phrase be changed. Electronic Arts was allowed to keep the commercial in the Super Bowl ad line-up as long as they conformed to meet CBS' broadcast standards. The new ending to the EA Games commercial for Dante's Inferno reads, "Hell Awaits."http://www.nytimes.com/2010/02/05/business/media/05adco.html

Electronic Arts was said to have paid, at the least, $2.5 million to run the ad during the big game. The commercial for Dante's Inferno is 30-seconds long.http://www.industrygamers.com/news/super-bowl-2010-to-feature-new-ea-commercial/ The video game is set to release on February 9, 2010, just two days after the Super Bowl XLIV, which airs on Sunday, February 7, 2010, on CBS.

Electronic Arts will release Dante's Inferno in the United States on February 9, 2010. The game will be available on the PlayStation 3 and XBox 360 consoles. The game is rated M for Mature and is based on Dante Alighieri's poem The Divine Comedy. The game, like the poem, takes the player through the nine circles of Hell. The PSP version of the game will be released on February 22, 2010.http://news.ea.com/portal/site/ea/?ndmViewId=news_view&newsId=20100204005046&newsLang=en