If there was any question in your mind that Electronic Arts wasn’t making a wholehearted attempt to take Call of Duty’s crown, we bring you exhibit A: the newest TV spot for Battlefield 3. Not only is the trailer filled with many of the glowing words various news outlets have said about the game — including its selection as the GamesCom 2011 game of the show — but it also includes the new slogan for the game.

That slogan, “Above and Beyond the Call,” is clearly a potshot at Activision’s extremely lucrative franchise, but one that is subtle enough not to ruffle too many feathers. We doubt that any of the Call of Duty team will be happy to see said slogan, but hopefully it adds a little fuel to their creative fire.

Critical praise and clever tagline aside, the trailer does showcase the many facets of the Battlefield 3 experience that have gamers excited. Featuring a much more polished and involved single player experience, along with DICE’s trademark multiplayer panache, Battlefield 3 is meant to be the title that evolves the Call of Duty formula into something gamers haven’t seen before.

Yes, it will still satisfy die-hard fans of the series, but will also attempt to entice some new ones. And then, of course, there is the Frostbite 2.0 engine which takes gamers pre-conceived notions of what is possible in video game visuals and throws them out the window. Needless to say, there is enough to back up the “going above and beyond the call.”


With Battlefield 3 releasing two weeks before Modern Warfare 3 — ostensibly giving the title a leg up against its biggest competition — that gives the marketing folks at Activision some time to think up a clever retort. While Activision has vowed to stay out of the mud-slinging business, even after EA’s John Riccitiello said he hopes Call of Duty “rots from the core,” creating a clever slogan provides like Battlefield 3‘s allows deniability.

What do you think of Battlefield 3’s tagline? Too obvious or pitch perfect? What type of tagline response would you like to see Modern Warfare 3 roll out?

Battlefield 3 releases October 25, 2011 for the PC, PS3, and Xbox 360.

Source: YouTube