Apparently, everyone (excluding their mothers) thinks this is "brilliant". I'm not sure that I'd call it that, but I see what they might be going for with this campaign. The argument for why it's "brilliant" is because it uses the idea of the disapproving mom to sell video games. But if your target audience is over 18, how does parental disapproval have anything to do with making them want to buy the game? If it really is trying to sell mature game to minors, then is reducing your industry to the child-corrupting stereotypes really the way to help your bottom line?