New PS3 TV Ad Campaign

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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!

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430 Comments

1 Author Reply

  • Whoa, the ad was amazing. I’m really excited for Sony working hard and Peter Dille Rules!!! Can’t wait until PS3 40gb arrive because this year holiday, everybody is going to enjoy their new PS3.

    Thanks Peter Dille.

  • I think i am goint to leave work early today to play!!

  • Awesome! These ads really make the case for the PS3 as the ultimate entertainment machine. Nice work.

  • This is my fave AD CAMPAIGN EVER!!!

    Great Job Sony!

  • Great ads, guys! Lots of energy and I’m glad to finally see you pushing the PSN and Home to the “outside world” (those who don’t frequent gaming news sites).

  • I love these ads. They show the physical console, they show the games, they show Home, and blu-ray.

    Sony. The PS3 has been out a year. Now is the time to STOP PROMISING and START DELIVERING! I love my PS3 but it is sitting under my tv waiting… Take us HOME, give us Trophies (the Playstation Gamer Card), give us a better integrated friends list and integrated XMB!

    Just one thing… Blu-ray is such a massive part of the PS3, yet this is not stressed enough. In the UK/Europe HDTV sales are going through the roof. The general public need to be educated that if you have a HDTV, you need Blu-ray to watch HD films. Not a lot of people know that.

    Still, I love the ads.

    Does anyone know where I can legally download the PlayB3yond ads from last year?

  • This ad campaign is, without a doubt, completely awesome. Standing ovation to the marketing guys for coming up with this.

  • It is about time, also the new uncharted trailer is so nice that if i didn’t have a ps3 and saw that on TV i would buy one just to play that game

  • i’m in marketing.. i think it’s an adult campagne and i like that the most. (still apple inc. is king ;-)

  • “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” ….so mgs4 is still an 2008 title?.. i’m not so sure.

  • Very Very nice. no Creepy Babies straight to the point and a good song to boot. Genius.

  • Are these commercials a result of the new guy stepping in from Sega etc.? Or is this still from the old guy?

  • Is there ever going to be a way to see this commercial on the Playstation store? I would love to show people that don’t have PS3s whenever they come over my house! Especially on my high-def TV! Also, I think the commercial is worth archiving on my PS3 anyway! Please :)

  • @256 me too!!

  • holy crap. “Goodbye” to pretentious arty white room freakazoid commercials… and “hello” to: appeals to the general mass of consumers who actually buy video games! Can’t say I didn’t like the previous ad campaign, but this one will appeal much, much more. I can’t wait to have a smug attitude at water cooler conversations and tell the peasants “I TOLD you PS3 was all that and a bag of chips, now go get yours!”

  • […] In a letter to the “PlayStation Nation,” Sony’s marketing veep, Peter Dille, calls these “high-impact, 60-second spots” that highlight the “high-energy, entertainment-driven focus for the PS3.” […]

  • PLEEEASE Put this on the PSN–I want it in High Def!!!

    BTW could you guys start a blog post soon about firmware 2.0 or something and let us suggest things we would like to see in 2.0 or future updates past it? LOL I really want to see a YouTube link right on the XMB–that’d rule

    Back to topic—OMG those commercials are off the hook LOL–they are intense!!! Will the 60 sec actually be shown on TV or only the 30 sec?

  • Wow! These ads are great. I had to watch 3 times to catch everything, and because they are so awesome.

    Please, please, please, please put them up on PSN. Glorious hi-def goodness!

  • These advertisments are great. They really make me proud to own a PS3. The ads show how the PS3 is the daddy of all games consoles

  • Who did these ad’s? I mean what ad agency/design studio? Cause they look awesome.

  • These are badass commercials, I like them. There should also be a toned-down, family oriented version that show some PSN titles and LTB, maybe hinting also at the hardcore gaming nature of PS3.

  • Peter will Sony make these ads available for download here on the blog and/or on the PS Store?

    I would really like to download these new PS3 ads.

  • cool. now bring back the BACKWARDS COMPATIBILITY!!!

  • That was awesome. I want to see those after and between every major network show. They better be plastered all over The Office, 30 Rock and My Name is Earl 2nite and all up ons Spike TV. Nice work to the ad team.

  • These are great ads. Makes me glad I own a PS3.
    I think things like these ads should be available for us to grab and place in YouTube or MySpace. It is free advertising and people who might not normally see the spots will get the chance.

  • I really love my ps3, but come on guys, why do you care so much about tv commercials, who freakin cares, go play some games and enjoy YOUR ps3. Is the ps3 really this boring to you guys that you get excited like a kid on xmas morning about a stupid tv commercial.

  • Grand Turismo 5 Prologue – why include this in the spots if it’s not even gonna hit our shores until at least March 08?? they should have gone with NFS:Pro Street instead, at least that’s out this year. i really wish Sony would stop hyping non-existing products like this.. especially as us early adopters are still sitting here twiddling our thumbs waiting for Home and LBP! it’s nothing short of false advertising!

  • yes, finally a good ad~

    i like the “Welcome Home”

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  • All I can say is INCREDIBLE!!!!!! to the 12th power!

    Love both commercials. That’s the ONLY way to do it. Hit them (the competition) and hit them hard! while telling the truth as you go.

    GO Sony!!!!!

  • That seriously was awesome. Keep up the good work.

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  • Those are really brilliantly done guys, keep up the good work.

    P.S. Please never do a repeat of the early PSP advertising campaigns..they were terrible.

  • Imperialistic awesome! SCEA should put it on PS Store (today? xD ). What is the soundtrack of this ad?

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  • Perfect.

    Everything is in balance now, thanks for the update Peter. I saw a R&C ad that nearly blew my socks off today. Too bad I already preordered and own it…

  • Awesome ads! R&C:TOD is my current fave.. and Guitar Hero rocks! Just got the wireless Guitar yesterday and was rockin’ out while handing out halloween candy hehehe. The little kiddies got jealous -=)

    SONY Rocks!

  • These ads are incredibly good. Caters very well to the Western demographic. Looking forward to see the next batch of ads pushing the premiere third-party releases like MGS, GTA, DMC and Assassin’s Creed.

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  • Fantastic! I love the excitement of these how it pulls you into wanting to be involved with this PS3 system. Keep up the great work!

  • Well speaking from Europe I think the adverts were stupid. I mean if not for being a complete Playstation freak i never would have knew that they were for PS3. I think that the PS3 would sell even more in Europe if the white room adverts were released or even these ones. I mean one reason the Wii is selling so well is because of its adverts. Please do something about this!!!!

    By the way great adverts!!!

  • OK, it’s hard to know where to start. You guys are really great. Thanks for all the props and great feedback. We read everything that goes up here and I want everyone to know we’re listening. It’s going to be hard to get every single question addressed, so let me try to check off some of the ones that came up from several of you:

    @burrow carnival and everyone who asked — yes, the band is Saliva. We loved the energy of the track from day one but also loved how the lyrics say it all. I’ve probably listened to this song and watched this spot a few hundred times since it’s been in production and it never gets old.

    And, yes, the spots will be posted to the PlayStation Store on the PlayStation Network. Grace and her team are working on it as we speak. I know a few people mentioned “why bother since if you have access to the PS Store, you have a PS3.” But we want you guys to have them, show them off to your friends, convert the non-believers, etc. It’s frankly flattering to have you ask for our ads.

    mpnjdevil and others asked where they can see the spots. You’re going to see them everywhere — we didn’t hold back. The campaign officially starts tonight during the NBA game on TNT as well as on ESPN for tonight’s Virginia Tech-Georgia Tech game. There’s a little game this weekend featuring the Colts and the Patriots that we think a few people will tune in for — you might want to check that out. And they will be in heavy rotation starting this weekend on many of your favorite networks and shows.

    @Jeigh and others who wanted to get these on your own sites. We’ll have these up on the PlayStation.Blog YouTube site today. Here’s the link: http://www.youtube.com/sceablog Help us spread the word!

    Many of you asked why we aren’t pushing the fact that online play via the PlayStation Network is free. We are keeping the focus of this campaign on the entertainment aspect and the content that you can only find on PS3. But we agree this is a very important distinction between our service and the competition and we’re not shy about pointing it out. We have many more campaigns (online, print and TV) that address other facets of our business, so stay tuned!

    Lastly (for now at least), I mentioned in my initial post that we have more spots as part of this campaign and we’re looking forward to getting those out to you too. So be on the look out.

    Thanks again,

    Peter

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  • wake up the ps store had an update timeshift and NFS prostreet demo’s are out! cool! oh and PES in europe.

  • Ok now that was a killer add! I mean for once we see the games! IMHO it’s ok to sell the lifestyle of a system, but not 24/7 you need to show what you got as well to keep the customers interested.

    This is the kind of adds that Microsoft, and Nintendo have been runing for years! About time Sony did the same! now we have some good adds, good games, and good system! rock on!

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