The rivalry between Battlefield and Call of Duty has been running for nearly two decades, but the latest live action trailer for Battlefield 6 makes it clear that EA and DICE are no longer content with quiet competition. Instead, the developers have chosen to openly jab at their biggest rival, throwing shade in a way that has players across both communities talking.

The trailer opens with what looks like a typical blockbuster advertisement. Familiar faces from sports, film, and music appear on screen, including Zac Efron, Jimmy Butler, Morgan Wallen, and Paddy Pimblett. For a few seconds, viewers could be forgiven for assuming the new Battlefield is following the same path as Call of Duty, which has leaned heavily on celebrity cameos and crossovers in its marketing over the years.

Then, in a deliberate turn, those glossy moments are blown away. The celebrities vanish in explosions and dismissive quips. A soldier mutters, “Who was that?” only to be met with the blunt reply: “Doesn’t matter.” From there, the tone sharpens. The rest of the trailer focuses entirely on gritty combat, authentic military settings, and boots-on-the-ground intensity. The message is unmistakable Battlefield 6 doesn’t need stars to sell itself. Its identity lies in realism and large-scale warfare, not in flashy gimmicks.

This isn’t the first time DICE has spoken about keeping Battlefield “grounded.” Earlier this year, design director Shashank Uchil made it clear that the team wanted to avoid the over-the-top cosmetics that dominate other shooters, saying, “I don’t think it needs Nicki Minaj. Let’s keep it real.” That comment was widely interpreted as a shot at Call of Duty, which has introduced everything from celebrity operators to neon weapon skins in recent seasons.

The timing of the trailer is also noteworthy. With Call of Duty: Black Ops 7 preparing to launch, Activision has faced criticism over how far its cosmetics have strayed from its military roots. While some fans enjoy the creative freedom, others feel the series has lost its sense of identity. Battlefield 6, by contrast, is now positioning itself as the serious alternative the place players can go if they want a more authentic style of modern warfare.

The response online has been immediate. Battlefield loyalists are celebrating the bold approach, praising DICE for “getting back to basics.” Call of Duty fans are more divided. Some dismiss the digs as marketing theater, while others admit the trailer highlights a point they’ve been making for years: Call of Duty risks diluting its appeal by leaning too far into pop culture tie-ins.

Regardless of which side players fall on, the fact remains that the conversation has shifted. Battlefield 6 is no longer trying to live in Call of Duty’s shadow. By openly mocking the tropes its competitor relies on, it has carved out a sharper identity heading into release. Whether or not the game itself can deliver on that promise is still an open question, but as far as marketing goes, Battlefield just landed a well-aimed shot across Call of Duty’s bow.