This is in addition to all of the multiplayer focus
DICE confirms that Battlefield 3 will offer a campaign mode with a story that is said to take about 12+ hours to complete. The campaign mode will offer less humor and slapstick than the previous Bad Company releases had. Instead, look for the Battlefield 3 campaign to be more real than what we have seen previously.
DICE claims that the focus is still on the multiplayer, but if they offer the campaign mode it is believed that it will draw more players into the multiplayer. In fact, whispers we hear suggest that the campaign mode will be a great way for those new to the series to get comfortable with the game before moving to the multiplayer mode, which can be a bit overwhelming to those that have never played Battlefield previously.