While it would be unfair to critique the work very harshly, the wording doesn't sound very far from a generic game ad. What good is it to bring on a member of your target audience to help out with an ad script, when the creative team is likely just going to force them to follow a formula anyway? To me this seems like a missed opportunity for EA, though I'm sure Blake Simon had a great time being a part of the creation process -- most gamers, old and young alike, are usually only ever stuck on the consumer side.
Of course all this begs the question: what would ads created by target members look like with other games? As clear as it is that Simon was told what points he had to emphasize, videogame advertisers (and ad-designers in general) stand to learn a lot about their products if they ask their player-base how they would advertise the game.
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