This is one of the fun parts of my job, when we get to unveil our TV commercials and give you, our loyal fans, a preview of our spots before they hit the airwaves. This year’s campaign is dubbed “Entertainment Unleashed” and for good reason.
The campaign actually began quietly a few weeks back with three fifteen second “tease” executions. Hopefully, you’ve seen these by now. These initial ads depicted various people catching glimpses and reflections of beautiful PS3 game footage magically appearing on building facades across a city.
This weekend, we’re excited to reveal what triggered the excitement. The spot begins with a guy creating a LittleBigPlanet level on a building wall and from there, the PS3 takes on a momentum all its own, spreading amazing entertainment content uncontrollably from building to building throughout the city. The ad prominently features not just LittleBigPlanet but also two other PLAYSTATION 3 exclusive titles — Resistance 2 and MotorStorm: Pacific Rift. And we’ve also highlighted PS3’s Blu-ray capability by featuring Blu-ray movies like The Dark Knight, showcasing PS3’s unrivaled leadership as both a gaming and multimedia entertainment experience.
PLAYSTATION 3 offers unrivaled game content, with not just one platform-defining game, but an array of groundbreaking games across virtually every genre throughout the year that are pushing the envelope of creativity and sheer gameplay.
And at the end of the spot, you’ll see that all this great exclusive content has literally been unleashed on the city and its residents. I know our fans will appreciate spotting some of your favorite games across the cityscape.
This week marks an important milestone for the PS3. And one of the things we’re most excited about as we head into year three is the tremendous adoption and excitement found on PlayStation Network. This year alone, we’ve added great new features you guys have been asking for like a service to deliver High Def movies and TV shows that you can rent or buy and store directly on the PS3’s hard drive; a robust trophy system that lets you compare your gaming prowess with others as well as help you discover everything about the great PS3 games you’re playing; and of course, the groundbreaking Home service, which is just around the corner for all. All of this and a lot more has resulted in more than 14 million active PlayStation Network accounts – a very rapid expansion of a service that we have equally aggressive plans for in the future.
So with its tremendous growth and adoption, we thought it was time to give the PlayStation Network its own moment in the sun with a TV spot that sings its praises. This PlayStation Network ad will also make its debut this weekend. The ad is a metaphor and itself depicts the relentless spread of the PlayStation message from user to user. We’ve featured various ways you can “Download/Play/Connect.” Great downloadable games like Ratchet & Clank: Quest for Booty, PAIN, Wipeout HD and Echochrome. Free online gaming and downloadable levels with games like LittleBigPlanet. Human connection and community via Home. And downloading great movies like Hancock directly to your PS3 and then sharing it with your PSP.
When we launched the PS3 two years ago, we said we would deliver on the most advanced next generation console that would offer ten years of entertainment value. We are committed to that promise and remain confident that we’re now just scratching the surface on PS3’s potential.
We hope you like these new ads and look forward to your feedback and continued support for PlayStation.
PS: Killzone 2 is real and it’s spectacular…