A few weeks before its worldwide release, Call of Duty: Black Ops 7 is shaking up the web with an unexpected collaboration to say the least. Philippe Etchebest, an emblematic figure of French gastronomy, joins the world of the famous military FPS. Between mockery, anger and curiosity, the reactions are not long in coming.
An announcement that makes noise in kitchens and on the battlefield
On October 25, 2025, Activision unveils a new trailer for Call of Duty: Black Ops 7where a character well known to the French public makes a sensational entrance: Philippe Etchebest. Revealed to the general public thanks to his muscular interventions in Nightmare in the kitchen Or Top Chefthe starred chef takes on a role here that is completely the opposite of his usual activities.
In this teaser video, we see him, helmet screwed on his head, leaving a military building, addressed by an astronaut announcing to him: “ Training is over “. A deliberately surrealist staging, which seems to rely on surprise and the second degree… but which is not unanimous.
A risky marketing choice but accepted by Activision
For several years, Activision multiplies collaborations with personalities from various backgrounds to renew its image and reach a wider audience. After partnerships with Nicki Minaj and Kevin Durant, the firm is tackling the French-speaking market with a well-known and respected face: Philippe Etchebest.
This type of integration is not new. Other games like Fortnite or NBA 2K have already played this card, but the realistic brutality of Call of Duty contrasts sharply with the image of a chef. This big gap therefore raises a question: how far can we go to renew ourselves without betraying the essence of our franchise?
Shared reactions among fans of the series
On social networks, reactions erupted, oscillating between total incomprehension and guilty amusement. If some welcome a “refreshing” idea, a majority seem disconcerted. “ What is this joke? Are we turning Call of Duty into Just Dance? » — comments a user on X. « Seriously, Etchebest? I thought we had hit rock bottom with Nicki Minaj… » — quips another on Reddit. Others are more open: “ As long as he yells “That’s not possible!” when he shoots, I take the direct skin », jokes a fan.
This divide reflects a persistent tension between expectation of fidelity to the original Call of Duty DNA And desire for modernization through humor and “buzz”.
Difficult context for the Black Ops franchise
This decision is part of a delicate strategic context. The previous episode, Black Ops 6suffered from harsh criticism for its excessive microtransactions and content deemed too far removed from the roots of the series. Activision had also publicly acknowledged a certain disconnect with its historic fan base. “ Your feedback touches us deeply. We need to get back to what Call of Duty is all about », affirmed the publisher last August.
With a direct competitor like Battlefield 6with 7 million copies sold in a few weeks, the FPS battle is no longer played only on gameplay, but also on the ability to create the event.
A global marketing campaign
The appearance of Philippe Etchebest constitutes only one part of a global campaign. In the American version of the trailer, we find celebrities like Zac Efron, Jimmy Butler And Jake Paul. Activision therefore relies on an approach multi-marketwith well-known local personalities, with the aim of rekindling enthusiasm around the license.
And now, what future for this strategy?
The integration of celebrities in AAA games is part of an underlying trend, like cameos in cinema or collaborations in fashion. But video gaming, especially competitive FPS, still relies heavily on realistic immersion that these additions can weaken.
Will Etchebest be a simple marketing wink or a real playable character with his own skin and cult lines? Activision has not yet confirmed anything, but the hypothesis is circulating widely.
Conclusion
Between offbeat wink, risky marketing maneuver and attempt at strategic catch-upthe presence of Philippe Etchebest in Call of Duty: Black Ops 7 leaves no one indifferent. The success or failure of this initiative will depend on how it is integrated into the gameplay – and above all, on how it is perceived by an increasingly critical and demanding community of players.