Recently a number of ads for Assassin’s Creed III have shown up around the city. You’ve probably seen them since they’re on almost every billboard space, bus stop, etc.
If you’ve avoided video games for the past few years, Assassin’s Creed is a series of video games about an assassin, who, uh, has to carry out a bunch of random tasks for some reason. (It’s GTA without cars, essentially.)
Criticisms aside, what makes these ads so grating is this:
Yeah, uh… what? First of all, Ubisoft is a French company. Yes, they have an office in San Francisco, but it’s mostly administrative.
Second, this particular game was made in Montreal. Nothing against Montreal, but it’s far from here and you have to cross a border.
The moral of the story is this: don’t claim local cred if you don’t have it. San Francisco hipsters don’t care if their video games are locally sourced in the first place.