The marketing campaign for NFL Xtreme, an officially licensed
NFL video game whose slogan is "After the coin toss, anything
goes," flies in the face of good taste and good sense. The print
ad for the video depicts a large, opened can with 100% PURE WHUP
ASS on the label. Another image in the ad is that of Cowboys
wideout Michael Irvin flying helmetless through the air after a
big hit. The copy reads, "There's no rules, no penalties and no
boundaries. It's a helmet-popping, trash-talking, late-hitting
free-for-all. Enjoy."
No, thanks. Forget for a moment the ad's language (naughty words
and faulty grammar are O.K., kids) and consider its message.
Niners quarterback Steve Young is one serious concussion from a
forced retirement, and this NFL-licensed (and NFL Players
Association-licensed) video game is celebrating late hits.
Darryl Stingley is paralyzed for life after getting nailed in
the helmet by Jack Tatum, and this NFL-licensed video game
extols the virtues of helmet hits. Bryan Cox is penalized and
fined for his outbursts, and this NFL-licensed video game is
selling trash talk. It's shameful. How can the league come down
on cheap-shot artists and hotheads while also endorsing this
video?
"It's more of a fantasy game," says NFL director of corporate
communications Chris Widmaier. "There's no blood, no stretchers.
Guys pop right up after they're hit. The marketing of this game
is consistent with how to get the attention of the upper-teen
and early-20s market."
Each year the NFL's highest individual honor, the Man of the
Year award, is given to a player who has demonstrated ability
and leadership on the field and dedication to charity off it.
Last year's winner, Cowboys quarterback Troy Aikman, looked over
the ad and shook his head. "I'm not surprised," he said. "The
NFL's like NASCAR. NASCAR says it doesn't want to see car
wrecks, but what does America want? Car wrecks. Same thing with
the people at the NFL. They want this stuff. It sells."
Issue date: August 17, 1998
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