The latest Battlefield 6 live-action trailer reveals the game and takes aim at its rivalry with Call of Duty.
The ad starts with a full Hollywood action vibe as Zac Efron, Jimmy Butler, Morgan Wallen, and Paddy Pimblett walk a bridge in slow motion outfitted in eye-catching tactical gear fit for COD’s most premium bundles.
Music swells and the camera closes in as Efron begins, “We’re here to do one thing, and one thing—” before everything explodes.
A missile rips across the bridge and wipes out the whole squad before they can finish their action-hero line. As the smoke lifts, a group of standard troops with no famous faces and no gaudy outfits walks forward.
One asks, “Who was that?” Another shrugs it off: “Doesn’t matter.” From there, the trailer follows troops on foot, vehicles pushing forward, and urban areas being leveled.
How Does the Trailer Take a Shot at Call of Duty?
Its first half clearly references Call of Duty’s long streak of celebrity-fronted campaigns.
For more than a decade, Activision has turned to big-name stars in its ads, from Robert Downey Jr. and Jack Black in Black Ops 2 to newer cameos and showy cosmetics.
Battlefield’s marketing team takes that tradition and turns it into bait. Battlefield 6 makes its point by setting up what feels like a Call of Duty trailer and then blowing it apart.
The stars wear bright and over-the-top costumes to show COD’s move away from realism.
What’s the Bigger Strategy Behind the Ad?
This joke works as a branding move because EA wants Battlefield 6 to be seen as the grounded alternative to Call of Duty.
The message fits with other things DICE has said about keeping cosmetics subdued and staying true to the series’ military style instead of chasing trends.
Movement and pacing are set to be tactical over arcade. Timing matters as Black Ops 7 launches in November and is already reversing some unpopular visual choices, such as flashy pre-order skins.
Timing the ad just weeks before Battlefield 6’s October release keeps eyes on the divide.
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