EA is aggressively ramping up its marketing campaign for Battlefield 6, and this time, they’re not holding back. Their latest live-action trailer takes a direct shot at their long-standing first-person shooter rival, Call of Duty.
The official live-action trailer for Battlefield 6 debuted recently, opening with a clear parody of Activision’s celebrity-filled Call of Duty advertisements. A prime example of this style is the 2010 “There’s a Soldier in All of Us” campaign for Black Ops, famously featuring figures like Kobe Bryant and Jimmy Kimmel engaging in a simulated battle.
(A classic Call of Duty live-action TV commercial, mimicking the style being parodied.)
In the Battlefield 6 commercial, a lineup of stars including actor Zac Efron, basketball sensation Jimmy Butler, country music star Morgan Wallen, and UFC fighter Paddy Pimblett portray various in-game classes, sporting over-the-top weapon skins. Just as it seems the trailer will fully embrace the Call of Duty-esque celebrity spectacle, Zac Efron’s motivational speech is abruptly interrupted by a missile, obliterating the entire squad.
Suddenly, the scene shifts. From the smoke and debris, highly realistic military simulation soldiers appear. One queries, “Who was that?” to which another responds, “Doesn’t matter. Let’s move.” What follows is a dynamic live-action sequence brimming with the intense action and signature environmental destruction that has defined the Battlefield series. The trailer concludes with the iconic tagline: “Only in Battlefield.”
The underlying message is unmistakable: Battlefield 6 aims to distinguish itself as a serious and grounded first-person shooter, clearly setting itself apart from Call of Duty’s recent direction.
(The official Battlefield 6 live-action launch trailer, featuring Zac Efron, Jimmy Butler, Morgan Wallen, and Paddy Pimblett.)
Gamers were quick to pick up on EA’s marketing strategy. Comments flooded online platforms, with one YouTube user exclaiming, “Wait. Game company dissing other game company in their trailer in 2025??? We’re so back on 2010.” Another chimed in, “They’re literally just roasting Call of Duty at this point,” while a third admitted, “Oh my god they had us in the first half not gonna lie.” On Reddit, a fan praised the strategy, stating, “I think we know who they’re mocking, S+ marketing team.”
Beyond the trailer’s playful jabs, the ongoing rivalry between Battlefield and Call of Duty this year involves deeper philosophical differences. Developer DICE has clearly stated its intention to avoid crossover skins that would disrupt Battlefield 6’s core aesthetic, emphasizing a commitment to gritty realism and a promise to heed fan feedback.
In a recent interview, Battlefield 6 design director Shashank Uchil reinforced EA’s dedication to a grounded, realistic experience. He even highlighted Call of Duty’s widely discussed Nicki Minaj operator skin as an example of what Battlefield 6 aims to avoid.
“It has to be grounded,” Uchil stated. “That’s what BF3 and BF4 delivered – a focus purely on soldiers on the ground. This game will follow that philosophy,” he explained, referencing the game’s key art depicting soldiers in authentic gear overlooking a devastated New York City.
He firmly concluded, “I don’t think it needs Nicki Minaj. Let’s keep it real, keep it grounded.”
(Image gallery showcasing Battlefield 6’s single-player campaign screenshots.)
Call of Duty’s increasing adoption of outlandish cosmetic skins has been a major talking point, especially with recent releases featuring characters like Beavis and Butt-Head, American Dad, and even themed bundles inspired by Seth Rogen. Many fans have voiced their exhaustion with what they term the ‘Fortnite-ification’ of Call of Duty, urging publisher Activision to revert to the series’ traditional military simulation roots.
Adding to the discourse, Activision recently made a surprising announcement: Operators, their skins, and weapons purchased in Black Ops 6 would not transfer to Black Ops 7. This decision was met with shock from players who had grown accustomed to content carrying over between titles, particularly since Black Ops 7 directly succeeds Black Ops 6. Activision justified this by stating Black Ops 7 “needs to feel authentic to Call of Duty and its setting.”
Consequently, at launch, players will experience a multiplayer environment free of the more whimsical cosmetic items. Activision further assured fans that Black Ops 7 bundles and items “will be crafted to fit the Black Ops identity,” acknowledging player feedback and aiming for “a better balance toward the immersive, core Call of Duty experience.”
This makes Battlefield 6 a critical launch for EA, and the aggressive live-action trailer clearly demonstrates their commitment to its marketing. Battlefield 6 will launch on October 10, with Call of Duty: Black Ops 7 following on November 14. The coming months will reveal which of these gaming giants ultimately emerges victorious in this intense rivalry.
This isn’t the only instance of game companies engaging in rivalrous advertising lately. Earlier this month, Sega revived its long-standing rivalry with Nintendo through a sharp trailer for Sonic Racing: CrossWorlds, directly challenging the upcoming Switch 2 launch title, Mario Kart World.