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New PS3 TV Ad Campaign

Peter Dille's Avatar + Posted by Peter Dille on Oct 31, 2007 // Senior Vice President, Marketing & PlayStation Network

Greetings PlayStation Nation!

Like all of you, I’ve been a big fan of our new blog – but until now, I’ve been staying behind the scenes. I’m excited to share my first post here and thought that our new advertising campaign for the PS3 would be of interest to everyone. In fact, the campaign is scheduled to break this weekend in conjunction with the introduction of the new 40GB PS3 here in North America. But as a reward for being some of our most loyal fans, I wanted to get this out to all of you first.

Last year, we launched the PS3 with a campaign that become known as the “White Room” and we received a strong reaction to those ads for being provocative and demonstrating the PS3’s power. With those technology messages now firmly embedded, we wanted to move beyond the “power” message with a more high-energy, entertainment driven focus for the PS3. The games are here, the price point is now $399 and we wanted to make the news loud and clear. But we need to deliver that in a way that befits the PlayStation brand. And so, beyond the brilliant HD games that the PS3 delivers, you’ll also see a big focus behind the PS3’s Blu-ray movie capability and, for the first time, you’ll see a major focus behind the PLAYSTATION Network (did I mention online gaming is free on PS3??) and the exclusive gaming content available on the PLAYSTATION Store, as well as breakthrough services like Home. As Kim noted in her recent post, with so much brewing inside the PS3, the icons and characters of the PS3 world come to life in the vivid black onyx world of the PS3 and nearly burst out of its seams.

The spots feature some of our recent and highly anticipated first-party titles including Heavenly Sword, Warhawk, Ratchet & Clank Future: Tools of Destruction, Uncharted: Drake’s Fortune and Gran Turismo 5 Prologue, as well as upcoming third-party exclusives such as Haze from Ubisoft and Metal Gear Solid 4 from Konami. I recall seeing some comments on this blog recently lamenting why we weren’t making a bigger deal out of Metal Gear. Well, get ready for a steady diet, because Metal Gear Solid is the mother of all exclusives and we can’t wait for its release. But we’ll also feature other great PS3 games like Burnout Paradise, WWE Smackdown vs. Raw 2008, Assassin’s Creed, Madden NFL 08 and Time Crisis 4 rounding out the genre-defining titles and breadth of a lineup that you can only find on PLAYSTATION 3.

We’re kicking off the campaign in a big way with high-impact: 60 second spots (“Universe of Entertainment”) which feature PS3’s multi-functional capabilities and really kicks off the compelling and addictive nature of this campaign.

The second is our :30 “Only On” spot showcasing some of our gorgeous 1st party titles.

More television spots are still under development and we’ll reveal them as they’re finished.

As we head into November we couldn’t be more excited. We have the 40GB PS3 “officially” launching tomorrow at a price point that will appeal to a wider audience and the 80GB PS3 which is demonstrating phenomenal sales growth since we announced the $499 price point. Add to that the inflow of great games and a PS3 brand campaign — our largest ever behind a hardware platform — and we think it’s going to be a great holiday season for PS3.

And I’d be remiss not to mention the highly-anticipated titles coming in 2008 like Gran Turismo 5 Prologue, Grand Theft Auto IV, Killzone 2, SingStar, Little Big Planet, Metal Gear Solid 4 and of course, Home. And rest assured, we have some secrets and many new games up our sleeves for 2008 as well. We can’t wait to kick it all off!

So, we hope you like the campaign. You guys are our biggest fans and I can tell you all with complete sincerity that we work hard to earn your trust and loyalty every day. Because we know if we can meet your high expectations, you’ll tell your friends and the rest will take care of itself.

Thanks and have fun!

//Add Your Own

431 Comments

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51

+ wolverine81 on October 31st, 2007 at 5:54 pm said:

Definately the best PS ads I’ve seen in a while!


52

+ EvoAnubis on October 31st, 2007 at 5:54 pm said:

Very not bad!!! Love the new commercials!!


53

+ AwRy108 on October 31st, 2007 at 5:55 pm said:

Awesome adds–MAKE SURE THEY GET SHOWN IN AMERICA, ‘CAUSE THE XBOX 360 HAS ADDS EVERYWHERE THESE DAYS!


54

+ substrate on October 31st, 2007 at 5:56 pm said:

I would LOVE to watch this in HD on PS3. Please, give all of us a hd versions of those.


55

+ monkeu on October 31st, 2007 at 5:58 pm said:

Oh boy! This “reward” of being able to watch some television ads is almost good enough to make me forget that Metal Gear Solid 4 was just delayed yet again, this time until Quarter 2 2008! Keep up the great work Sony!

http://www.konami.jp/topics/2007/1031_1/index-e.html


56

+ Ghostm on October 31st, 2007 at 5:59 pm said:

SIMPLY [DELETED] AMAZING! NOW THAT’S WHAT I’M TALKING ABOUT PEOPLE!
I lOVED EVERY SECOND OF THAT ADD!
GO SONY! GO SONY! GO SONY!


57

+ I_Love_New_York on October 31st, 2007 at 5:59 pm said:

Do you know if you guys will also advertise the free online or no? Also will you guys have billboard ads? Also will you have ads on bus stops or on city busses? These would be mass market ads and help in the long run because many people will see the PS3 and the new price point. I don’t know if this will work but you can also advertise on popular radio shows.


58

+ MUGEN02 on October 31st, 2007 at 5:59 pm said:

how about getting Gran turismo 5 prologue in the US before xmas, japan is getting it on dec 13th.


59

+ Ghostm on October 31st, 2007 at 5:59 pm said:

SIMPLY FREAKING AMAZING! NOW THAT’S WHAT I’M TALKING ABOUT PEOPLE!
I lOVED EVERY SECOND OF THAT ADD!
GO SONY! GO SONY! GO SONY!


60

+ WoodyWood09 on October 31st, 2007 at 6:00 pm said:

That is a really good ad…..way to go Sony!!!!


61

+ womfalcs3 on October 31st, 2007 at 6:01 pm said:

Great commercials…. I liked the the white room commercials too. Especially the ones for Resistance and Lair.


62

+ Cerberus_Hunter on October 31st, 2007 at 6:02 pm said:

Those add are perfect. They show what the Playstation always had! a wide selection of fun games :)


63

+ I_Love_New_York on October 31st, 2007 at 6:02 pm said:

I think that you guys should put right below the 399 price point that the PS3 has online free of charge.


64

+ Loucetios on October 31st, 2007 at 6:06 pm said:

Peter!!! you gotta do a few things for us

1. Tell us what that song is

2. Tell us that will be on PSN

3. Put it on every channel you can get your hands on!


65

+ Picasso on October 31st, 2007 at 6:06 pm said:

About FUDGING TIME!!!!

YEEEHAAAWW!!! Very Very good very good


66

+ I_Love_New_York on October 31st, 2007 at 6:07 pm said:

You guys should also advertise your downloadable games such as everyday shooter and go sports ski, pain, others with a new commercial. That is just a suggestion but you should do it after this commercial so you guys can get people to see all the PS3 games available now.


67

+ angelcurio on October 31st, 2007 at 6:07 pm said:

Awesome commercial, way better than the white room ones.

Also, its nice to know that you are finally deciding to market Metal Gear Solid 4, one of the best games that will be available this generation.


68

+ Federation on October 31st, 2007 at 6:10 pm said:

That is what I, am talking about! I love it.


69

+ Mana Knight on October 31st, 2007 at 6:11 pm said:

@ 41

I think Socom Confrontation is delayed until next year, since news has gone silent on it for a while.

Anyway, these ads are really good. I’m very impressed by them. I see that new PSN logo in the background, but I wonder when we’ll see it.


70

+ GFXology.com on October 31st, 2007 at 6:12 pm said:

….Wow. From a designer’s perspective, these are great pieces of art. I sure hope you get these on every channel possible. Main ones being MTV, Spike, G4, and other popular channels which have the audience you are aiming at.


71

+ I_Love_New_York on October 31st, 2007 at 6:14 pm said:

Hey Peter where’s the push for your Japanese studio titles such as Folklore and Eye of Judgment?


72

+ drakkan on October 31st, 2007 at 6:14 pm said:

@#58 Monkeu
That was their attempt to specifically piss you off. It seems to have worked :).
I’d rather wait for a complete game than end up with a game that’s single player feels exactly like the first game in the series but with better graphics(and no pistol).


73

+ kenji on October 31st, 2007 at 6:15 pm said:

I just downloaded that song to my PSP


74

+ makingmusic476 on October 31st, 2007 at 6:15 pm said:

Nice. This should really help sales, imo. Finally peoplew ill know some of what the ps3 can do. However, as others have mentioned, free online play is a BIG advantage that the ps3 has over the 360, and that should be emphasized in some form in these ads. It’s not an advantage if nobody knows about it. :P


75

+ sbf717 on October 31st, 2007 at 6:15 pm said:

Awesome. My favorite part was seeing a Warhawk flying towards King Boham’s face.


76

+ Starfleets on October 31st, 2007 at 6:16 pm said:

The SONG is

“LADIES AND GENTLEMEN” and its sung by “Saliva”


77

+ Uhyve on October 31st, 2007 at 6:16 pm said:

That was pretty awesome, especially the 60 second one. Any chance of a HD download of them? MP4 would be nice, so we could just put them on a memory stick and copy it over to the PS3.


78

+ Federation on October 31st, 2007 at 6:16 pm said:

Definitely need them on PS Store for download.


79

+ scareglow88 on October 31st, 2007 at 6:19 pm said:

Great get them out as ASAP and I would say free online gaming with family and friends and def have a standout for Little Big Planet I mean my mom saw this on the computer and Asked what was it and it grabbed her attention if it can grab my mom like that than it can grab anybody and I am 30 years old so lets get it done and throw in a surprise here and there to offer to people and let people know its a Blue Ray Player.I see 360 commercials all the time thats how they are selling.You guys had great commercials for the PS1 and 2 and lets not make commercials that are confusing like the baby that freaked me out and I heard my friends say the same thing.We are all in this together and want to see you guys on top so I hope we are not waisting our breath and I have trusted Sony for all my electronics since the early 80s and love them all.Remember thats how MS got such a strong community by reaching out to there consumers and letting them have a say so here and there.I have faith and will be doing my part to help you guys as much as possible.


80

+ Globox82 on October 31st, 2007 at 6:19 pm said:

Commercials are brilliant, there is no doubt, but what i liked even more is what Mr.Dille wrote in his message. In what light he addressed us fans was very nice…it felt good. That was nice to read. Two years ago every gaming site was calling Sony and its stuff for being arrogant, robotic and snobby, maybe it was true. But that has changed in last year and a half. E3 2007 was brilliant, not just because of the amazing content but because of the way Sony folks acted as more humble, ready to throw some jokes, make fun of themselves(Jack Tretton). I really like this new positive feeling i get from Sony.

Thumbs up!


81

+ burrow carnivale on October 31st, 2007 at 6:22 pm said:

I keep watching them. Love it. Please tell us when and where they will air or at least what networks and programs.


82

+ osirisomeomi on October 31st, 2007 at 6:22 pm said:

Great job. These ads are enticing instead of scary.


83

+ I_Love_New_York on October 31st, 2007 at 6:24 pm said:

Will you guys do advertisements for other media outlets such as McDonalds, Burger King, Doritos, Cereals, Publix, Walmart etc?


84

+ Eric2929 on October 31st, 2007 at 6:25 pm said:

A fantastic ad campaign for a fantastic machine. Keep up the good work.


85

+ burrow carnivale on October 31st, 2007 at 6:27 pm said:

good point I love NY. Will there be promotions at retailers and other big brands like McD’s? I don’t want a PS3 cola like Halo and 7-11, but something more than TV spots would be huge.epsecially for ratc and clank. good article in ny today too


86

+ CubanB on October 31st, 2007 at 6:28 pm said:

Finally PS3 commercials that makes sense ! Both of them are awesome !!

#22 : Why do they need to upload HD versions of these commercials to PSN ? You know how many people come to my house to play PS3 and watch Blu-Ray movies ? It is all about word-of-mouth.


87

+ J-manX on October 31st, 2007 at 6:28 pm said:

Wow those were great. cant wait to see them on TV.


88

+ Novaoblivion on October 31st, 2007 at 6:28 pm said:

Very cool I hated the old ads a lot but these are much much better keep up the good work! :)


89

+ Voozi on October 31st, 2007 at 6:29 pm said:

wow this is by far my favorite advertising i have ever seen… >_> well besides super bowl commericials! but seriously great marketing ads right here, 1000000x better then the white room ads lol, those were boring and stuff, this one is great =D i love it! cant wait to see it on tv!

ps: great job on the new ratchet & clank commericial, loving it too! =D


90

+ zig zag psp on October 31st, 2007 at 6:33 pm said:

now i want a ps3 instead of ans xbox360 elite!


91

+ lildre09 on October 31st, 2007 at 6:35 pm said:

I LOVE THE ADS SONY OMFG!! I’ve watched them like 10 times and im soo serious. Its beautiful. Please continue to run these for a while. RUN THEM MORE OFTEN THEN YOU DID THE PREVIOUS ONES PLEASE!!! These deserve a spot on any network!


92

+ XxBigP123xX on October 31st, 2007 at 6:39 pm said:

@93

i dont mean to offend anyone, but get the elite also. PS360 ftw :)


93

+ RoAcH2285 on October 31st, 2007 at 6:43 pm said:

Did anyone notice that Sony got exclusive commercial rights to The Simpsons Game.Which is a third party EA game.At the end of the end of the ad it shows the PSP,PS2,and PS3 games but thats it.Before xbox had the rights for third party games and even though The Simpsons Game isn’t the best third party game its still a nice start.The new ads here are awesome.I like how they capture a lot of what the PS3 has to offer.I hope you guys pay to get exclusive commercial rights to GTA IV before its to late.By the way what secrets and new games you guys got up your sleeves?I like secrets:)


94

+ Mana Knight on October 31st, 2007 at 6:44 pm said:

IMO, although the new ad campaign is good, they should also mention Eye of Judgment and Folklore. I feel those two games could really expand the PS3 audience. I seriously feel an Eye of Judgment commercial could push PS3 sales big time (to many of those kids who like card games. Seeing cards come to life should make them ask their parents for a PS3).


95

+ Omen_20 on October 31st, 2007 at 6:44 pm said:

Holy crap them adds are good. I love that song too, its great for promotions on almost anything. WWE used it for a PPV also and it fit well for that as well.

I’m so glad your bringing out adds that are as cool as the PS3 itself. I also like the feeling of OMG how much stuff is there? That goes right along with the PS3 considering it does so much and has such a huge and talented first party backing it.


96

+ Coolwater on October 31st, 2007 at 6:44 pm said:

That has got to be the best PS3 ad i’ve seen yet.

If you cant get it on PSN, can you please post the HD version here?

Also, noted the PSP update included the remote starter for PS3, but yet requires the 2.0 PS3 update. What gives?? Does that mean the PS3 update is coming very soon?

Oh and why are the Dual Shock 3s not coming to the US this christmas?? That has got to be the dumbest move ever on Your part. You DO want to sell these machines dont you? For what it’s worth i think the Dual Shock 3 should have been packed in with every 40GB console. People would have tripped over each other trying to buy them!


97

+ Darkendless on October 31st, 2007 at 6:48 pm said:

Wow, very impressive compared to the earlier campaign.


98

+ rofldings on October 31st, 2007 at 6:53 pm said:

Yes, I definitely agree on showcasing the PS3/PSP’s remote play feature. It may convince some PSP only owners to buy a PS3 to get more use out of their PSP.

Also free online play is a great selling point.


99

+ 40cal on October 31st, 2007 at 6:54 pm said:

Nice, very nice. Cant wait to see how this marketing impacts sales of the greatest console ever made. The PS3 is the future of gaming.


100

+ Mana Knight on October 31st, 2007 at 6:56 pm said:

@ 99

SCEA has no control over this, it was SCEI’s decision (since they usually get first dibs on stuff).


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