
CD Projekt Red Says Capitalism is the Reason for Controversial In-Game Cyberpunk 2077 Ad
CD Projekt Red addresses controversial in-game ad in Cyberpunk.
Cyberpunk 2077 is set in a dystopia. That means things are bad, everyone is cynical, and corrupt powers make the rules. It's also the reason why one controversial ad featuring a nonbinary character exists, according to one CD Projekt Red artist working on Cyberpunk 2077.
This morning, new screenshots for CD Projekt Red's upcoming Cyberpunk 2077 were released online. One of the screenshots included an in-game ad for an energy drink that shows a sexualized, nonbinary model.
The fictional ad caused a stir online for what some are calling its fetishistic gaze. Polygon got a chance to speak with CDPR to ask about the ad, and they explained that if the ad feels exploitative, that's because it is.
"Cyberpunk 2077 is a dystopian future where megacorporations dictate everything," Cyberpunk 2077 artist Kasia Redesiuk says. "They try to, and successfully, influence people's lives. They shove products down their throats. They create those very aggressive advertisements that use, and abuse, a lot of people's needs and instincts. So, hypersexualization is apparent everywhere, and in our ads there are many examples of hypersexualized women, hypersexualize men, and hypersexualized people in between."
"I think that sexy bodies are sexy. Full disclosure: I love female bodies. I love male bodies. I love bodies in between. This is who I am," Redesiuk says. "However, I hate it when it’s used commercially. And that's exactly what we want to show by doing this exactly, by showing how big corporations use people’s bodies against them."

Criticism over the ad have ranged from the content itself to something more meta. Some critics have argued that it's not necessarily the ad that's a cause for concern, but CD Projekt Red's reputation. The company has come under fire in the past for making jokes on its official social media channels at the expense of trans and non-binary people.
So, while the meaning of the ad is one thing, so are questions about whether or not CD Projekt Red has the nuance to make these critiques when the company itself has shown in the past that it might not be able to.
For more on this week's biggest stories check out our E3 2019 guide.
In other news
Halo 3 Gets New Armor in the Master Chief Collection, But Many Aren't Happy About It
The new additions look out of place to many, but 343 says a toggle option is being explored.
NPD: PS5 Sets New US Console Launch Records While Switch Holds Strong
A strong debut for Sony hasn't stopped Switches from flying off shelves.
The Last of Us Part 2 Takes Home Top Prize at The Game Awards: Here Are All the Winners
Hades, Final Fantasy 7 Remake, and Among Us did get some well-earned love too.
Perfect Dark Revival Unveiled at The Game Awards
Joanna's back in a new story conceived by The Initiative.
Need help?
Call of Duty Modern Warfare Weapons Tier List
Here's our guide compiling the Call of Duty Modern Warfare 2019 weapons list, including all weapon unlock levels, and more.
Borderlands 3 Shift Codes List (August 2020)
All the info you need on getting and redeeming SHiFT Codes in Borderlands 3, plus how to get Golden Keys to earn loot.
Destiny 2 Xenophage Quest - How to Get the New Xenophage Machine Gun
This is how to complete the Destiny 2 Xenophage quest, including all puzzles, and more.
Apex Legends Wattson - Abilities, Skins, How to Win With Wattson Apex Legends
This is our guide to Wattson in Apex Legends, featuring all her legendary skins, new abilities, tips, and more.