Blizzard, the developer of Diablo 4, has launched a major marketing push to promote the highly anticipated title. Large billboards with the slogan “Welcome to Hell” have been erected in major cities around the world, attracting the attention of onlookers. In the midst of the smoke from the Canadian forest fires, a striking billboard in New York shines out, creating an unusual image against a golden sky.
However, not everyone finds these Diablo 4 advertisements welcome. An individual in Melbourne, Australia, has complained to Ad Standard, the country’s advertising watchdog, about the content of the billboards. Specifically, they stated that the “Diablo 4” advertisement, which included a large image of Lilith and the slogan “Welcome to Hell, Melbourne”, was inappropriate for children as it promoted “evil” and had the potential to cause nightmares. They also claimed that the poster could evoke the disturbing events of the COVID-19 pandemic.
Ad Standard immediately responded to the complaint and dismissed it as unfounded. The regulator found no evidence that the advert promoted or glorified Satan, nor did it discriminate against any religious group. They made it clear that the phrase “Welcome to Hell” does not declare or imply that Melbourne is Hell but rather refers to a fictional setting within the game’s story.
Despite the media attention and various responses, Blizzard’s Diablo 4 advertising campaign has not breached Melbourne’s advertising regulations. The billboards remain visible, generating excitement and curiosity among gamers eagerly awaiting the release of the highly anticipated game.
Blizzard, as a response to the global attention garnered by their Diablo 4 billboards, has expressed gratitude for the engagement and excitement surrounding their marketing campaign. The company recognizes the diverse perspectives and reactions their advertisements have elicited, and they remain committed to creating immersive gaming experiences that resonate with players. With Diablo 4 on the horizon, Blizzard aims to deliver a captivating and thrilling adventure for fans of the franchise while respecting the boundaries of cultural sensitivities. As the release date approaches, the anticipation continues to build, and gamers eagerly await the next chapter in the Diablo saga.
