EA forced to amend 'Dante's' Super Bowl ad

Electronic Arts has been forced to amend its Super Bowl advert for action game Dante's Inferno following concerns raised by broadcaster CBS.

Yesterday, EA announced that the 30-second ad will air during the fourth quarter of the NFL's showpiece final on February 7. Dante's Inferno will be released two days later on PS3, PSP and Xbox 360.

Although the advert features footage of the game's lead character Dante battling ghoulish demons and monsters in the underworld, CBS took umbrage with its tagline 'Go To Hell', according to The Hollywood Reporter.

After CBS raised concerns with EA about the tagline potentially offending viewers, the advert will now run with the alternative slogan, 'Hell Awaits'.

CBS has recently attracted controversy for allowing an advert from pro-life campaign group Focus On The Family to run during its Super Bowl coverage, while also rejecting a commercial for a gay dating site featuring two men kissing.

Adverts during the Super Bowl command fees in excess of $1m (£628,000), largely because the coverage attracts an audience of over 100 million.