Battlefield 3 TV spot teased with Jay-Z track

Friday, 23rd September 2011 18:07 GMT By Stephany Nunneley

DICE has released a teaser trailer to a full length TV ad expected to run for Battlefield 3 on September 27. It features gameplay clips to Jay-Z’s song 99 Problems. Game’s out next month, and you can watch the 25 second clip below, courtesy of Kotaku. Yeah, we know it’s short.



  1. Gekidami

    So i assume the message this teaser is trying to get across is that there are no “bitches” in this game, because “bitches” just cause trouble?

    #1 3 years ago
  2. Talkar

    Well that was a disaster. Not that the song is bad or anything, but taking that kind of song, and then using distorted guitar as outro, doesn’t go that well together.

    #2 3 years ago
  3. Erthazus

    Terrible and cheap.

    Fratboys are going to be all over this. Because Jay-Z or whatever is DA shit!

    #3 3 years ago
  4. DSB

    How miserable does a person have to be to somehow ascribe one of the most succesful hip hop artists in history to one small group of people?

    Everybody loves Jay-Z, welcome to the 21st century.

    @2 Yeah, the clip was pretty shit, but I guess it’s meant for American commercial blocks, and they do sometimes take on the condensed qualities of brainwashing.

    #4 3 years ago
  5. Yoshi

    Extremely laughable but it’ll work and we know it XD

    #5 3 years ago
  6. M. K.

    How hard are they trying to copy Activisions PR campaign? :F

    #6 3 years ago
  7. Erthazus

    @6, because it’s a profit deal.

    #7 3 years ago
  8. Peetry

    Everyone loves Jay-Z? Are you crazy, the only parts that are good in any of his songs are the bits when he’s got his mouth shut and the featured artist is singing, and even that’s a stretch.

    I honestly don’t generally care what people listen to but on this point I agree with Erthazus, it is targeted to appeal to the kind of self centred, frat boy, smack talking, egomaniacal morons that are in complete contrast to what BF is about. Rant over.

    #8 3 years ago
  9. jmg24bad

    I have a feeling none of you have actually been in the military?

    #9 3 years ago
  10. Erthazus

    @9 and whats your comment about military have to do with Jay-Z and Battlefield 3 TV spot teaser?

    @8, Exactly. Correct sir. Nothing to add here.

    #10 3 years ago
  11. FeaturePreacher

    @8 & @3
    By frat boy, I guess you mean lonely nerd that spends there time playing multiplayer almost non-stop. Actual frat boys aren’t playing video games. They’re pounding the slitz of inebriated sorority girls and cheerleaders

    #11 3 years ago
  12. DSB

    There has to be a word for it by now. Miserable nerd syndrome.

    @8 He’s the most popular hip hop artist of the last decade. The notion that you sell 50 million albums and amass half a billion dollars on fratboys is more than slightly retarded. It’s just a mechanism to make yourself feel better in the saddest way possible.

    @10 Obviously because the kinds of people who join the military, especially in the US, are indeed smack-talking bullshit macho types, as opposed to whiny nerds on the internet who get real upset when they see Jay Z in a commercial for a game.

    @11 You don’t have to be a fratboy to enjoy that sort of thing.

    #12 3 years ago
  13. Virginityrocks

    Have you ever heard R Kelly’s song Real Talk? That is amazing. And I don’t even like hip hop. I don’t hate it. I’ll listen to it if I have to, and I’d rather listen to some celtic folk/metal or some quality old rock, but honestly, I don’t think you understand how marketing works. Did you even taken a high school english or psychology course? Colours and sounds give off emotion, and what they are portraying is a feeling that the game is fast-paced, fun, and something that could rise above conventional views of war. (ie, mixing war with hiphop instead of classical or power rock). Frankly I’d rather see this trailer featured with the power rangers theme song mixed by a german metal band like Schrei nach Liebe, but that’s just me. I get what they are trying to do, and there is no reason for them not to do it if it portrays a feeling proper for the game.

    #13 3 years ago
  14. YoungZer0

    Man, if there is one thing that pisses me off, it’s this.

    This trend that all Military Shooters need to feature fucking rap music. What the fuck is 50 Cent and Eminem doing in Call of Duty? What does some nobody rapper has to do with Crysis 2?

    Who the fuck decides that shit? He/She needs a hardcore bitchslap and fired right away.

    Say what you want about Halo, i sure as hell don’t like the series, but at least they know no to pull that shit. It’s embarrassing. You’re Battlefield. Not Call of Duty. Wannabe Gangster shouldn’t be your target audience.

    Use something from your soundtrack. Some original piece. Or more of that Noise-Music from the previous trailers. That was awesome.

    But not this. Not some fucking disaster of hip-hop music that doesn’t fit the tone at all.

    I was already pissed that they used it in Crysis 2, because before that everything was fine. And now this. This really, really leaves a bad taste in my mouth. This … i dunno, whenever they mix that, i suddenly can’t take the product serious anymore.

    #14 3 years ago
  15. DSB

    @14 It depends on how you look at it I guess.

    If you look at what the soldiers actually listen to in the field, it’s very authentic. While you have all types, most soldiers get psyched up listening to gangster rap (which Jay Z is not) or pretty standard metal. If you look at what gamers might like, then it’s probably a bold choice for the more reserved Europeans.

    But I have no idea whether it’s aimed at Europeans or Americans. Given that it’s off of Kotaku, I’d guess the latter, in which case it makes pretty good sense to me.

    #15 3 years ago
  16. Freek

    “We got 99 problems but Activission ain’t one of them”

    Come on, somebody had too.

    #16 3 years ago
  17. YoungZer0

    @15: So? Just because SOME soldiers like to listen to hip-hop music, this making it a good choice? No, not at all.

    Why not use “Let the Bodies Hit the Floor” while we’re at it?

    It’s a stupid decision that makes the product look immature and alienate the fans of Battlefield, since it adapts the stupid ads for Call of Duty.

    #17 3 years ago
  18. DSB

    @17 It’s not some, it’s a considerable part of them. Some might listen to country, and some might listen to techno, but they’re a minority. Good call on Drowning Pool though.

    Personally I fail to see the problem. They’re not using some ridiculous strings section that would fit into a movie like Platoon or a series like Band of Brothers, they’re using stuff that people actually listen to. Using tripe like that is the easy thing to do. “War is glorious and presented to you in HD”. At least this is a bit more of a human touch.

    I hardly think it alienates Battlefield fans, that again just falls into the category of pointless whining. It’s hardly a surprise that Jay Z in a commercial for Battlefield doesn’t register with Europeans, but it’s aimed at an entirely different audience.

    There’s no doubt that DICE and EA have been busy trying to get more people to play their games, and there’s no doubt that they’ve been more than slightly inspired by CoD in doing so. However, using rap music in a commercial for a military game, aimed at Americans, is not immature, alienating or otherwise a dumb move by any stretch of the imagination.

    I’d say it’s a lot more immature to throw a fit like that over a bit of harmless rap music in a commercial for a fucking videogame :P

    #18 3 years ago
  19. Erthazus

    @YoungZer0, i know sometimes you can be a giant ass rat, but damn. I completely agree with you on every point there is.

    Halo was a great example. The game sure is shit, but it use it’s own beautiful themes and it works for the marketing campaign pretty well and most importantly. Marketing campaign does not make a game look stupid in front of Normal people.

    Make a military shooter and use gangsta rap… Oh come on.

    #19 3 years ago
  20. Erthazus

    @18, “It’s not some, it’s a considerable part of them. Some might listen to country, and some might listen to techno, but they’re a minority.”

    It’s not a considerable part of them and never will be. You can’t say it without any statistics.

    and military or not even if it was true (about what you said). 99 problems has nothing to do with the Battlefield 3 or it’s setting. It’s just as Peetry said: “it is targeted to appeal to the kind of self centred, frat boy, smack talking, egomaniacal morons that are in complete contrast to what BF is about.”

    Rant over.

    #20 3 years ago
  21. DSB

    @20 Watch any documentary about deployed US combat troops that you care to. Read any book you like to. It will confirm that.

    Aside from the basic fact that it’s also some of the most popular music among US citizens in the general age group of combat troops (18-30).

    I’m not about to waste my time personally educating you on those things, simply because you can’t be arsed to learn it yourself. I know what I’m talking about, and that’s the crucial difference here.

    #21 3 years ago
  22. DaMan

    Erthazus, this website is certainly your only fucking window to the outside world, isn’t it, the only shit here, and a miserable piece of one is you. A surely definitive one. Get back to fapping over Evangellion soundtrack, lmao.

    Learn some English, cretinous debil. Generally “Pull that shit’ is a figure of speech meaning ‘to do something’.

    Get a life.

    #22 3 years ago
  23. Chockster

    I like Jay-Z. I like Battlefield. I don’t like this trailer.

    It doesn’t gel at all. It’s marketing bull, and not what I associate with the BF name.

    Then again, it isn’t aimed at me I guess, is it?

    #23 3 years ago
  24. Edo

    MAN that was awful!!

    #24 3 years ago
  25. DSB

    @20 “…it’s no accident that Gangster Rap has become the soundtrack to the battlefield of the 21st century”

    Iraqi War: The Untold Stories.

    Basically the last 25 minutes of the first episode in the series describes how an armored platoon are always listening to Drowning Pool on their vehicle radio while on operations, and how gangster rap registers with the men, possibly because some parts of urban america resemble a warzone. It features commentary from Australian artist George Gittoes who actually went to Iraq and worked with soldiers to make a documentary about military life, focusing on the music the soldiers listen to (Soundtrack to War).

    That’s obviously just one recent documentary I’ve seen to confirm the fact, but any book that describes general camp life in warzones, touching on music will confirm it as well. Personally I believe that mainstream metal and rock makes up a greater part, but rap is an easy second. That being said, in downtime people will listen to whatever they listen to as civilians.

    @23 I don’t think it’s great. It shows very little of the game itself, which is the worst thing about it, but also the basslines and beats of that song is where the actual impact is, but for some reason they’ve stuck with the introduction that features none of it.

    I do think it’s wrong to say that it won’t register with people, and it sure as fuck won’t alienate them.

    #25 3 years ago
  26. jmg24bad

    Ok to everyone who has any sense on here. I kind of see the song + the vid as taking a shot at call of duty lol. think about it. “i have 99 problems but a b*tch aint one” b*tch = COD . maybe?

    #26 3 years ago
  27. Vahramas

    DICE should watch the RAGE TV Trailer (feat. A Perfect Circle) and learn.

    #27 3 years ago
  28. Phoenixblight


    Completely and totally agree.

    #28 3 years ago
  29. Uncontested

    @27 100% agree. Amazing song, However I still have no interest in the game, haha.

    Also, I was a US Marine. We listened to everything in Iraq. Jay-Z is good. Battlefield 3 will be epic. However this trailer is pretty fail.

    #29 3 years ago
  30. JeRicHoOL

    Butthurt people whose favourite song isn’t used in a game teaser. You gotta love it!

    #30 3 years ago
  31. freedoms_stain

    Needs moar Fortunate Son :D

    #31 3 years ago

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