It might have received our exalting Best in Show award at this year’s E3, but Ubisoft knows it’s going to need a stout marketing campaign in order to sell Assassin’s Creed III to record-breaking European audiences, particularly in the United Kingdom.
While cultures on both sides of the Atlantic are comfortable with the real-life history of the Revolutionary War – America’s winning of independence from their perceived tyrannical rulers, the British Empire, in 1783 – a distinct sentiment among some gamers is that the developer is exploiting the period, advertising its events as a way to “just kill a bunch of Redcoats.” Ubisoft found themselves on the defensive just this June, a writer having to publicly state that Assassin’s Creed III isn’t anti-British.
Enter “Rise,” the latest Assassin’s Creed III live-action trailer composed specifically for the European market. Released just days after the “Independence” trailer, eight 10-second vignettes shot on a high-speed camera depict the kaleidoscope of pro-American personas involved in the American Revolution, from a young soldier in the Continental Army to a British politician in Parliament to a defiant American schoolboy.
It’s clear the trailer wants to show what calls these characters to the cause of revolution – what galvanizes a farmer to burn his crops, a young mother to take up an axe against pillaging British soldiers – all the while staying grounded with solemn, subdued patterns of inner dialogue and background action. In other words: European viewers get a break from the previous controversial fare, like, you know, Connor shooting a rope dart into a British soldier’s neck and slinging in him up on a tree.
But will the stunning cinematography, the dramatic tales of strife and struggle, and the gripping orchestral soundtrack provoke an equally rousing response among its target audience? For many fans the politics are a non-issue; Assassin’s Creed III is a game, a work of fiction, and shouldn’t be subjugated to such intense does-Ubisoft-hate-the-British scrutiny. And yet it’s no coincidence that the developer released a more subtle trailer to coincide with America’s Independence Day – the observance of July 4, 1776 as the day the United States declared itself a sovereign nation (even if, technically, Congress passed the vote on July 2). There has to be that message stating, “Here’s how you, too, can take satisfaction – pride, even – in a game that shows your country humbled and crippled in defeat.” Bombastic battle sequences. Brutal assassinations. George Washington’s inspirational battle speeches. They just don’t have the same vibe.
Ubisoft doesn’t, and shouldn’t, feel obligated to placate its European audience by tweaking the narrative or softening the violence (we still haven’t seen evidence of Connor fighting against the Americans, as many think the developer has hinted at). At the same time, though, “Rise’s” muffling of the nationality issue – frivolous as that issue may be – is audible, especially when its body count is juxtaposed against that of the cinematic AC III trailer from E3. It leaves us to wonder where the overseas ad campaigns begin to head from here, less than four months shy of Assassin Creed III’s release.
Assassin’s Creed III releases on October 30, 2012 for the Xbox 360, PlayStation 3, and PC; a Wii U release is expected to follow shortly after. Be sure to check out our recap of the game from E3 as part of our E3 2012 awards list.
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This is stupid. The Italians didn’t get pissed off about the other games. The Chinese and Russians don’t get pissed off for being portrayed as the bad guy in practically every modern shooter.
Its nothing more than a american propganda trailer, its made with “Real americans” in mind. Same on you ubisoft, but i guess it shows to who you want to sell the game.
Its a joke anyway, they should have used china and ninjas just like assasin creed embers showed.
Lol this argument…it’s very hypocritical on both sides. At that time it’s basically British vs British, as I’m sure one of the AC3 Writers pointed out. Anyway, both Americans and British have done horrible, evil things throughout history and this independence war was only one of em. Since you people seem to start comparing how bad each is in this day and age, it’s quite funny because it’s you don’t point out how both nations are terrorizing other countries atm…I’d much rather have Canada in the story arch, then we can have some proper “GOOD” side than these random good and bad sides which were only at that time. You gotta understand not everyone was like this or like that, not everyone meant to harm the other and I bet some think it’s the right thing to do, when it’s not in someone else’s views. So though US government, supported by the brits, are terrorizing other countries, even if they say they don’t or balbalbal(plz no bs here), it does not mean that the WHOLE country is evil and is trying to cause catastrophe. So basically the people who are angered because the “other side” is the good ones, need to understand that both sides have done horrible things and are doing, but the people who think they believe in doing the right thing(such as things are are helpful towards people, not terrorize them), which I think almost everyone in these comment sections are, can happily agree that both sides also have done good things and that if we all want to do the good things, then we all are basically allies and the “good side”.
Point is there are so many other people who can complain about stuff like this, from many other races, nationalities, religions, which have been shown much worse in media, but it seems like that’s all ok until their country is shown as doing something bad. So please, lets all stop being hypocrites, and if we all have good intentions and that’s what we believe in, then there’s no need to fight here and just enjoy the game as a form of entertainment.
I felt it was a bit ott with the anti british message to be honest but the only thing that really bugged me was the boy refusing to learn the history of a ‘far away’ empire. Seemed pretty ignorant of the script writers, why shouldnt we all learn about some world history?
:/ Why is it the only insult Europeans have to Americans is “fat”? Also, on the same note, why is it that’s ALL you people ever say? Note: I’m not saying all you all ever do is insult us, however, seems every British/English person under the age of 30 seems that’s the only thing in the world that makes any sense. I couldn’t care less really… Just, it makes you all look stupid when the only thing you have to do all day is attack someone over the internet about their country’s weight, when you know absolutely nothing about the person you just so happen to be flaming for the actions of an entire country, instead of that singular person themselves… Eh, whatever. keep arguing like old couples, just makes the rest of us laugh.
@max
I completely agree with you there, I myself am British and don’t want to take sides. I really want to get this game and that’s what people need to understand, that it’s a game, what happened in the past should stay in the past. Everyone has done terrible things whether they are British, American etc and need to move in from it.
People need to stop having petty arguements with each other and start getting along, if they want to say something to each other then they should at least have the balls to say it face to face rather than over the Internet.
@max
I completely agree with you there, I myself am British and don’t want to take sides. I really want to get this game and that’s what people need to understand, that it’s a game, what happened in the past should stay in the past. Everyone has done terrible things whether they are British, American etc and need to move in from it.
People need to stop having petty arguements with each other and start getting along, if they want to say something to each other then they should at least have the balls to say it face to face rather than over the Internet.
I have no problem killing redcoats as long as there is a game where we get to slaughter Americans !