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For the last nine months, Electronic Arts has been promoting the upcoming videogame release Dante’s Inferno, based on Dante’s first book of The Divine Comedy, with a campaign from Wieden + Kennedy telling gamers to “Go to hell.” On the Super Bowl, an EA spot will instead inform viewers that “Hell awaits.”
The company, which is making its Super Bowl debut, had to soften the tagline in order to get clearance from CBS. The network determined the “Go to hell” tag was too controversial for the broadcast.
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