PlayStation Experience

Oct 31

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


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+ PS3’s sales climbing, brand campaign launched at That VideoGame Blog on November 3rd, 2007 at 5:54 am said:

[…] huge but their biggest ever for a hardware platform. Two new TV spots are available for view on the Playstation.Blog and according to Dille, more are in the works. Peter Dille: “..we wanted to move beyond the […]


+ Bronx666 on November 3rd, 2007 at 7:04 am said:

Nicely done, awesome ad’s.


+ jpzsports on November 3rd, 2007 at 8:16 am said:

The new ads are awesome!!! And I just saw them on ESPN. That’s great because so many people watch ESPN – nice job Sony!!!

keep up the good work

BTW- now to make us even happier, we would love to see in-game XMB


+ Only The Bitch Knows » PS3 Ad “Universe of Entertainment” on November 3rd, 2007 at 10:47 am said:

[…] not post the YouTube video because the quality is far too bad, so instead please head over to the Playstation 3 Blog where you can watch both advertisements to their fullest. The song is called Ladies and Gentlemen […]


+ Strik98 on November 3rd, 2007 at 10:48 am said:

I can’t stop looking at these ads. There’s no doubt in my mind Sony will dominate soon enough. I’m sick and tired of going on a site like gamestop and seeing them always advertise games for the 360 and the wii and i’m tired of games always being delayed for this superior console. I glad Sony is finally fighting back.


+ stennex on November 3rd, 2007 at 12:07 pm said:

The ads are incredible. They bring back memories of the PS1 and PS2 days. The logo popping on the screen with that unique sound and then the ads just popping at the screen, really nice. Welcome back. Competition is good it keeps you on your toes.

Gamestops in Florida need to change their policies for their clerks. PS3 is here to stay. If it wasn’t for PS1 and PS2, gamespot would not have made alot of money so how come all of a sudden they try to promote only xbox. Ridiculous. Gaming is for everyone.

Sony you might have to open more stores for yourself out here in Florida. Apple has a few why not you. Spend some of that moeny on at least two stores.


+ terminatorvsmtrx on November 3rd, 2007 at 12:19 pm said:

holy crap… i was expecting a good commercial but honestly that kicked [DELETED]… LONG LIVE THE CREEPY BABY!


+ nate_g on November 3rd, 2007 at 1:50 pm said:

hey i got a answer for the people who dont have credit card buy a prepaid one at walmart. it would be nice on rfom to have a patch where head shots actually take off the head like in gears of war. when we gonna get some free downloads christmas is coming up.


+ Jeigh on November 3rd, 2007 at 2:04 pm said:

And did anyone notice the PAIN dude near the end being flung at the PlayStation Store?


+ Sony launches largest ever ad campaign for the PlayStation 3 - MiVADiKA on November 3rd, 2007 at 2:07 pm said:

[…] loud and clear." Enjoy the video, if you didn’t already saw it on the TV. News Source | PlayStation Blog __________________ :: Technology’s […]


+ patsfan2007 on November 3rd, 2007 at 6:47 pm said:

Amazing commercial best ever!!
Sony you need to put this commercial on sunday during the Pats and colts game.
Millions of people will be watching that game. Put Ratchet and Clank also.
Go PS3!!


+ Strik98 on November 3rd, 2007 at 6:50 pm said:

Did anyone see the 360 commercial with the kids singing and they show Halo 3, Mass Effect, and Bioshock how can they do an ad like that when all 3 of those games are rated M? lol


+ VideoGames Cast » #10: Das Online-Angebot on November 4th, 2007 at 2:00 am said:

[…] This is living war gestern […]


+ New PS3 ads at Playstation Mafia on November 4th, 2007 at 4:50 am said:

[…] to sell or tell the general public who to vote for between breaks of watching the OC. So when the PS3 blog (the “official” one) made a post about their new TV ads, I rolled my eyes once more, […]


+ mjb333 on November 4th, 2007 at 7:49 am said:

Mr. Dille, can i ask why these aren’t shown in europe?
over here we have a weird guy dressesd in a red tuxedo putting a poodle in a washing machine – these american ads are excellent – they need to be like this in europe.


+ Xoonaka on November 4th, 2007 at 11:54 am said:

Hey Peter,

I just saw the commercial twice on TV today during football. Much appreciated you put them on during some key advertising slots.

However, I was upset by one thing….

Even with my volume turned all the way up, the lyrics came out mostly as mumbles. I think like you said, the lyrics really spell it out. Could you maybe make sure in future the lyrics are much more audible?

Thanks so much! Love the commercials!!


+ crazyeighty8 on November 4th, 2007 at 1:50 pm said:

Thanks pete, for answering everything U have to have these ads on the PSN. Im betting they look awesome in HD something I identify with My Ps3


+ crazyeighty8 on November 4th, 2007 at 1:58 pm said:

The most awesome thing is anyone not in the know (xbot fanboys, girls and old ladies- Wii owners) are gonna see the ads and think what games are those?. But if you promote 3rd party( non-exclusive) games they would indentify them with their inferior consoles. Great job Sony.


+ BEMO-844 on November 4th, 2007 at 2:52 pm said:

I just saw it when I was watching the Pats vs Colts game. Looks great.

Nice job guys! :)


+ Stinkin Mushroom on November 4th, 2007 at 4:56 pm said:

I beg you, please use these ads for Europe as well, there weird ads about this is living with some kind of magician or whatever, is stupid and creeps us all out..


+ 82spots » Blog Archive » New PS3 TV Ad Campaign on November 4th, 2007 at 5:02 pm said:

[…] the details here Filed under: […]


+ scott on November 4th, 2007 at 5:14 pm said:

were are the ps eye games


+ DemonOfRazgriz89 on November 4th, 2007 at 6:00 pm said:

awesome ads! love the song by Saliva! goes great with it. very well done presentation of what PS3 has to offer, Sony! way better then the white room ads for sure.


+ thingg on November 4th, 2007 at 6:25 pm said:

Does anyone know where in the PSP 3.72 update it mentions PS3 update 2.00? I read the description on all 3 PSP region websites and they all said nothing about the PS3. Do you have to look at the official PSP page from a PSP? (I own a PS3 but not a PSP. :-( working on that one…..) Anyway just wondering if that rumor had any merit or not.

back on topic…..(*looks around nervously*)
Awesome commercials. the best I’ve seen since Super Bowl XLI. I saw them in the Pats vs. Colts game today and one for Assasin’s Creed. (none for xbox oh yeah!) btw, even my sister, who hates that song, loved the commercials and kept asking me to show her them. Keep up the good work.


+ Wollan on November 4th, 2007 at 7:03 pm said:

They definitly need to take these ads across the pond. This is Living is pretty terrible in comparison.


+ Guljigit92 on November 4th, 2007 at 7:09 pm said:

The ad is the best this might truly let people know about the blu-ray and its games but i wish they’d shown Folklore and Eye of Judement and they should have put some 3rd party developed games too. But its still the best ad yet!


+ ziggyd24 on November 4th, 2007 at 7:59 pm said:

Can’t wait to see it on TV and hopefully convert some of my Xbox loving friends :-P


+ the6one on November 4th, 2007 at 8:43 pm said:

It’s obvious now, you guys have abandoned “trying” to compete with the competition. This is an awesome revelation! Why, you may ask? Because it was the idea of “trying to compete” that put us in this huge hole from the get go. We tried alternating our brand and even our methods and we have seen that the results were catastrophic. As I said, even when we were at our weakest state; we were still able to “compete” with the competition. Changing our brand and methods was a bad idea in the first place. I’m not to proud to say that maybe we had somehow over the years of complete dominance over the industry and our so-called “competition”, that we just became a bit too boastful/prideful in our approach to the competition, the industry, and unfortunately our consumers who contributed to our great success over the years. Gladly, you are becoming SONY again and everyone knows it. I can’t say the last negative thing I’ve heard on the company and the overall general public opinion is “changing” and that is a good thing. List of priororites: 1. Heavily advertise the system with the hope of moving many consoles this holiday season. 2. Get as much software out on the market as possible. 3. Solidify Playstation 3 as the “true next generation” of gaming. 4. Continue to “support” developers in their efforts of harnessing the PS3’s overwhelming processing power. 5. Lastly, continue to educate the public on blu-ray technology as well as the PS3 being a multimedia center for the living-room or for any room for that matter. Don’t force blu-ray,but, rather educate on blu-ray and we should see a significant amount of consumers who finally take that step into the “high definition” arena. 6. You are the top brand and everyone knows it, now PROVE IT.



+ TwoBlack4America on November 4th, 2007 at 9:34 pm said:

I’ve seen this commercial,the Ratchet & Clank ad, The Simpsons ad,and the Assassin’s Creed ad.You guys really aren’t holding back with the ad assault.This is great!!

By the way,the commercials look cool as hell in high definition.Keep up the good work!!


+ Sony Launches New PlayStation 3 Ad Campaign | SUMODOWNLOAD on November 4th, 2007 at 10:56 pm said:

[…] senior VP of marketing Peter Dille stated on the official blog: With those technology messages now firmly embedded, we wanted to move beyond the […]


+ avi_66 on November 4th, 2007 at 11:52 pm said:

By far this is the best PS ad i have seen even…..i am falling in love with SONY again…I promise i will be a hardcore fan of Sony forever..which started from my days of PS2.


+ 68bands » New PS3 TV Ad Campaign on November 5th, 2007 at 6:25 am said:

[…] read more here […]


+ Jeigh on November 5th, 2007 at 10:58 am said:

Well, it’s a week later and I’m still freakin’ amazed by ‘um. Great work, once again.

To 382: Um, the ad IS good but I think a girl (or guy if you prefer) would suit you better than a multi-billion dollar corporation.


+ Terminator on November 5th, 2007 at 1:31 pm said:

The song was made by Saliva specifically for Wrestlemania 23 and it’s indeed great.


+ the6one on November 5th, 2007 at 1:44 pm said:

Let’s remind the world why our brand and most importantly why our company is indeed like no other.

Again, I can’t stress this enough, we are the top brand now let’s go out and prove just that. Everyone at SONY be proud because we are about to make HISTORY. Congrats to everyone and a special thanks to Kaz for keeping it real and going back to the basics which is the PS3 is first a computer entertainment machine before it is a high defintion dvd player or blu-ray player. You guys have made some nice adjustments, now let’s prove our very claim at the very top of computer entertainment.



+ bling_singh on November 5th, 2007 at 3:33 pm said:

Is there any way you (SCEA) can get these commercials optimized for the PSP and host them for download on the PSP website.


+ daven81246 on November 5th, 2007 at 6:54 pm said:

its about time the ps3 started pushing itself out there. we need more focus on games like like ratchet and clank future tools of destruction,resistance fall of man,uncharted drakes fortune,final fantasy 13 and home especially home that is a really amazing feature exclusive to ps3 that everyone can enjoy

good job on the new commercials keep it up


+ the6one on November 5th, 2007 at 8:17 pm said:

Just thought you might want to know this.

I have a friend who believes that our japanese counterpart will not be beat because they are just getting started with their system. Isn’t that funny?! Well, as I said, continue the good work and I’m sure we’re going to be back and at ’em in no time.

SONY computer entertainment Incorporated, entertainment….Like. No. Other. Go Sony! Rip the competition to shreds. Show ’em whose boss!



+ Cagalli on November 6th, 2007 at 12:46 am said:

The new ads are great! I really hope you guys continue this into the winter with games like Devil May Cry 4. An ad for that like the Assassin’s Creed one would be amazing.


+ wingsofterror on November 6th, 2007 at 8:06 am said:

Clover09 | October 31st, 2007 at 5:13 pm

BTW, one thing I forgot to say please please please, make this is on TV like crazy so everyone can see what they are missing out on and also they can know they can get one for a very good price!

I compleletly agree i want to see these ads everywhere
60 gig owner


+ reson8er on November 6th, 2007 at 8:17 am said:

Yes! The commercial was all over the TV this weekend, way spread the word Sony!

I was really proud to be a PS3 owner after seeing Ratchet and Clank and other morphing commercial.

I gotta say, you guys should use that /Uncharted/Massive Attack video to promote Uncharted:DF, as its simply AWESOME!


+ New PS3 TV Ads - The Video Game Forum on November 6th, 2007 at 1:27 pm said:

[…] PS3 TV Ads – Today, 04:39 PM PlayStation.Blog New PS3 TV Ad Campaign (the add is at the end of the blog if you havent seen it on TV) I’m loving these new ads for the […]


+ MCC1701 on November 6th, 2007 at 1:40 pm said:

Man, those adds are SICK!


+ Nicholas on November 6th, 2007 at 3:09 pm said:

just wow…..


+ the6one on November 6th, 2007 at 4:16 pm said:

Great to see you guys become SONY again. Well, I guess its good riddens to our competition. Not saying that didn’t pose a challenge because they definitely did. However, now that we’ve got software and are only going to gain more through the year of 08, it seems things are finally looking up for us. Major 3rd party titles were getting better scores from our competition but thanks to getting an awareness of this we are now “correcting” that problem and the results are pretty good so far. Major title Call of Duty 4 is understood to be slightly better than our competition’s version of the game. PS3 computer entertainment system and its Cell Broadband Engine allowed the developer Activision to create better lighting and sharper graphics. Development with the PS3’s cells processors are only going to get better and better over time. Blu-ray is indeed the future but some people in the industry still haven’t bought into that idea just yet. I am so proud to be a consumer of SONY products, it is an honor, priveledge and joy to support SONY becasue you guys have indeed proven yourselves worthy of such honor. You have my support as well as the support of all your most faithful and loyal consumers. As for as the “unfaithful” are concerned, don’t worry about them because they are like the waves being tossed to and fro without any foundation. Happy holidays and a happy New Year. Go Sony, Goooooo…!!!!



+ BrianC6234 on November 6th, 2007 at 4:46 pm said:

It looks like everyone really likes the new ads. Even AdWeek seems to. Here’s a link to their review.


+ the6one on November 6th, 2007 at 7:28 pm said:

I have been trying to relieve myself of these wonderfully thought out adds that have been put together. Not being negative, I just didn’t want them to become old. Man, I can say confidently that you guys are indeed BACK in the game and SOON you will be VICTORIOUS in the GAME!!! I have tried like you Peter to MAKE these adds somehow boring or stale and I am failing to do that which means that we’ve got a WINNER with these adds. These adds are addicting, informative, and educational. You guys are not forcing blu-ray as I said, but rather informing consumers on this great technology that seemingly without a doubt will be the victor in the format war. You guys are truly the bomb and I mean that. I am glad that guys entered the videogames business. Without you, I don’t think I would have grown in the knowledge of the business as well as a gamer. I wish the very best for you guys as I am now indeed excited about SONY and the Playstation brand again!! Great with PSP marketing and sales as well. GOOOO…. SONY….GOOOOOO!!!!!!!!

yours truly,



+ Big Mike Design: The Blog on November 7th, 2007 at 4:35 pm said:

[…] From the official Playstation Blog, “the icons and characters of the PS3 world come to life in the vivid black onyx world of the … […]


+ ThemePassion - Best stuff about design! » New PS3 TV Ad Campaign on November 7th, 2007 at 5:16 pm said:

[…] desconocido wrote an interesting post today!.Here’s a quick excerptRaw 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 … […]


+ 8a23e0740b566599fd75 on November 8th, 2007 at 4:51 am said:



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