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It Only Does Everything

Peter Dille's Avatar + Posted by Peter Dille on Aug 27, 2009 // Senior Vice President, Marketing & PlayStation Network

I’m excited today to unveil our brand new ad campaign for PlayStation 3. This year is going to be a game-changing year for PlayStation. Last week, we extended an incredible value proposition with the $299 price move and the introduction of a sleek new form factor for the 120 GB PS3. We’ve coupled this news with a truly unmatched content line up this year with some of the most eagerly anticipated games in our history. But this is just half the story. Today we are laying down the final puzzle piece with a new marketing campaign for the PS3 and the introduction of its new tagline, “It Only Does Everything.”

You may remember our MLB ad from earlier this year where we introduced Dustin Pedroia’s “Dear PlayStation” spot and our resident PlayStation expert Kevin Butler. These new ads, created by our partners at Deutsch LA, birthed a new campaign in which we will have direct conversations with consumers about everything the PS3 can do. And as you’ll see below, “It Only Does Everything.”

We know many of you would agree that the PS3 is an unrivaled gaming console. It’s also the best Blu-ray player on the market. And most of you are probably aware that you can now download more than 2,000 movies without even leaving your couch. However, we recognize there are still many consumers who may not be aware of how powerful the PS3 truly is. So we’ve tailored this campaign a bit differently to extend our reach and PS3 family.

From now through the holiday season, you’ll see and hear about all the broad features and benefits this amazing device has to offer across multiple media including TV, radio, online, retail and social networking outlets. A total of 9 TV spots will roll out throughout the holiday, each highlighting a different benefit and feature of the PS3. So whether you’re a hardcore gamer or a Blu-ray enthusiast, you will have something to takeaway from these ads.

We’re kick starting the campaign with a TV spot highlighting the new $299 price point on September 1. But for you, our loyal fans, here’s an official sneak peek.

It’s a fully integrated campaign that seamlessly intertwines hardware, gaming and PlayStation Network benefits under one umbrella, each with a dose of our own irreverent humor. We knew you’d want more than just one peek, so here’s a spot in which Kevin commiserates with a consumer about getting her boyfriend to get his PS3 connected to the PlayStation Network. Enjoy!

We look forward to your feedback and continued excitement, for what will be a truly great holiday and year for PlayStation. There’s more to come, so stay tuned.

Thanks,
Peter Dille

//Add Your Own

476 Comments

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1

+ Bouchthegreat on August 27th, 2009 at 7:02 am said:

Wow, excellent advertising! Loved the humor of these ads! Great job! :)


2

+ ShadowOfEden on August 27th, 2009 at 7:02 am said:

Nice ones!


3

+ Athanasios on August 27th, 2009 at 7:03 am said:

Awesome!


4

+ Cjdamon042 on August 27th, 2009 at 7:04 am said:

Great adverts guys! These will really help people understand what the PS3 is capable of. I’m assuming there will be adverts that show off games too right?

Anyway, good job!


5

+ Wollan on August 27th, 2009 at 7:06 am said:

Best PS3 ads in years. From any region. Two thumbs up.


6

+ NewRoboticFace on August 27th, 2009 at 7:07 am said:

“…direct conversations with consumers…”

Pffft.


7

+ dvfaa on August 27th, 2009 at 7:08 am said:

lmao these are wicked


8

+ Handsome_Devil on August 27th, 2009 at 7:08 am said:

Love the ads. very nice. but I still think if you guys gave it a little more about 1st and 2nd party titles. just to showcase the PS3 power.

the best ads. you guys had still this one:-

http://www.youtube.com/watch?v=HAtwp5HmkXo

you really should come with something similar.


9

+ virgils_mustache on August 27th, 2009 at 7:08 am said:

those ads are awesome, i genuinely laughed at both of them. Really hope to see more of these in the future.


10

+ MikeyTsunami on August 27th, 2009 at 7:08 am said:

best f—– commercials ever hahahahh
kudos sony


11

+ adolson on August 27th, 2009 at 7:10 am said:

Very nice ads. :D


12

+ Gray-Fillabuster on August 27th, 2009 at 7:12 am said:

It only does everything.

Holy crap, what an awesome slogan.

Love the ads. Great job guys!


13

+ FFObsessed on August 27th, 2009 at 7:12 am said:

Ha! Excellent adverts. Really drives home the new price, all the features and does it with some humour so it’s very memorable. Excellent job.

Surprised it didn’t mention that it’s a newer Slim version but I can understand why. I look forward to picking up my PS3 Slim in September. :D


14

+ BlooodyCow on August 27th, 2009 at 7:13 am said:

I better see a PS3 ad every day from now on on TV. I have not seen a PS3 ad since last Fall.


15

+ FlatulentGhost on August 27th, 2009 at 7:14 am said:

Great job. Sony must feel like they are playing in godmode right now. They can do no wrong.

Hope future commerials/ads hit all the important points:

* Most powerful console ever/huge graphical advantage over other consoles
* Free online
* Dedicated servers for lagfree online play
* Gigantic online game sizes – 64, 256
* Home, of course
* BluRay
* Cheap 10 dollar PSN games
* 1080p games
* Easy and cheap harddrive upgrades
* Silent console
* Internal power supply
* Reliability!!!
* Biggest first party developer lineup 20!

Way to go Sony! All your hard work is paying off. PS3 owners are estatic across the Net.


16

+ BlooodyCow on August 27th, 2009 at 7:15 am said:

I am sorry, but the PS3 SLIM does not do everything. There is still one major feature the Fat [DELETED] PS3 can do that they SLIM sexy PS3 cannot do. That installing Linux.


17

+ teekomeeko on August 27th, 2009 at 7:16 am said:

Oh, man, were those ads funny.

“What is this, 1992?”

Sums up my feelings about having a PS3 without the internet quite nicely :)


18

+ ArPhaXad124 on August 27th, 2009 at 7:16 am said:

great ads!


19

+ DarkDuneMRK on August 27th, 2009 at 7:16 am said:

I think this is the year of the PS3 for TONS on new people!

Keep Rockin’ Our World!


20

+ BlooodyCow on August 27th, 2009 at 7:19 am said:

Did you guys took our adivce and got a new Marketing TEAM?


21

+ hodayathink on August 27th, 2009 at 7:20 am said:

What is this, 1992? And he hates candles? What’s wrong with him?


22

+ ThoasBrand on August 27th, 2009 at 7:20 am said:

ROFL, I like them


23

+ LokeSTL on August 27th, 2009 at 7:21 am said:

Everthing except PLAY PS2 GAMES! But oh well, at least it plays games from two gens ago. Isn’t that ironic?


24

+ cowboyd21 on August 27th, 2009 at 7:21 am said:

Great ad sony also pricing the ps3 299 will make it the second inexpensive console next to the wii . The 360 will be where sony was having the label as the most expensive console a 299 360 and a 49 XBL put them over the mark . Yes you can get a pro but it’s not the same value as a ps3 slim. please do not mine comment as a fanboy and start the console war crap because sony or microsoft not winning go check what the wii doing am just commenting on sony marketing plain.


25

+ Gringo234 on August 27th, 2009 at 7:21 am said:

Those are pretty.

Keep highlighting those nice features SONY.

Oh by the way I will buy a Slim because SONY has failed me with the Original PS3 model (Yellow light anyone?) It was really unfortunate that it happened to me but I guess it was a sign of things to come.


26

+ Shacojin on August 27th, 2009 at 7:22 am said:

lol Great Commercial


27

+ GAME-HERO on August 27th, 2009 at 7:23 am said:

THIS, MY FRIENDS IS WHAT WE’VE BEEN WAITING FOR: AN AGGRESSIVE MARKETING CAMPAIGN. HOORAY!

AWESOME JOB SONY!

“Everytime someone buys a PS3 an angel gets it’s wings”


28

+ CPU1 on August 27th, 2009 at 7:24 am said:

Hilarious love them can;t wait to see the rest!!


29

+ Torgo on August 27th, 2009 at 7:25 am said:

AWESOME! Very nice to see some great ads for a change!


30

+ TJ-Max on August 27th, 2009 at 7:25 am said:

Well its nice to see some actual informative ads from Sony, this is the first time I’ve actually seen one that tries to be educational. If they had done this with from the get beginning the specs of the 60GB PS3 might still be on the market!
But in the first video, the joke about the Nigerians was not necessary, I’m not offended by it, but I think it was uncalled for, and rather tacky.
Also the 299.99 PS3 does NOT do everything. The 599.99 60GB PS3 does.(Card Readers, SA-CD player,HW based Backwards Compatibility from PS1 and PS2, extended peripheral connectivity via USB and then a PS3.)


31

+ BigZack24 on August 27th, 2009 at 7:29 am said:

Sweet ads! hope there more to come great job Sony


32

+ deadpool7 on August 27th, 2009 at 7:31 am said:

Great ads! Had me cracking up. Great job!


33

+ MakasuUS on August 27th, 2009 at 7:31 am said:

Seriously, these are better than the apple campaign. WOW. Now you only have to talk SCEE into using them also, theirs was really weak in comparison. But dang, great going!


34

+ DANO69 on August 27th, 2009 at 7:32 am said:

@ HANDSOME_DEVIL

I can only agree…The PLAY BEYOND theme fits the console so much better. And those type of videos do the console more justice. The one’s they want to do now seem generic run of the mill.

Also SONY PLEASE think about adding a “SHINE” to that dull lifeless slim version. That’s what makes the “FAT” look so sweet. I promise you’ll sell more if you keep it eye candy “SHINY”.


35

+ Pucci2099 on August 27th, 2009 at 7:32 am said:

It’s like a bathroom without aroma therapy candles….epic!


36

+ JT2 on August 27th, 2009 at 7:32 am said:

It Only Does Everything…

except play PS2 games!
and
aloow you to install another OS!


37

+ fleko on August 27th, 2009 at 7:34 am said:

haha freaking nice ads … i really love them .. keep up the god work sony :D


38

+ andyrj82 on August 27th, 2009 at 7:34 am said:

Forget what you heard.. this ad is the BOMB!!!
hahaha

keep’em coming cause I’m posting at all my blogs so every XCrap 360 lover can hate on it hahaha


39

+ Ninja-Matic on August 27th, 2009 at 7:35 am said:

Awesomesauce!


40

+ androvsky on August 27th, 2009 at 7:35 am said:

Those ads are hilarious! The only PS3 ad campaign that even comes close is the “Ladies and Gentlemen” one from last year.

Of course, it would be even better if the Slims could run Linux. I’m quite sure it wouldn’t be difficult to add to the Slim. The official reasoning that Sony is focusing on gaming is a bit hard to swallow with an ad campaign of “It Only Does Everything”.

The secondary official reasoning for techies is that it’s too much work to develop the hypervisor drivers (which have to be developed for GameOS anyway) or the actual linux drivers (which other kernel developers can handle, I’m sure someone at IBM could spare a week to write them). With linux on the regular PS3s, the only people trying to hack it are people interested in piracy, and obviously they haven’t made any headway, and the smarter engineers/hobbyists make a point of not helping them. Removing linux from the Slim is likely to get more people looking at the hypervisor, and that’s generally not a good thing.

Please bring linux to the Slim. It won’t be any noticeable extra effort for Sony, but it would make a lot of people happy.


41

+ GadoPnk on August 27th, 2009 at 7:35 am said:

Excellent job. I agree with GAME-HERO, about time you guys pumped up the advertising.

Keep ‘em coming!


42

+ ExPresident on August 27th, 2009 at 7:36 am said:

Good job Sony, a commercial that informs rather than confuses. Bout time. I concur with #8 tho, that commercial was fricken awesome. Had I not already bought a launch PS3 60GB I woulda after that ad.

Anyway I’m looking forward to Sony seeing good gains from this new price point and marketing campaign. Cheers!


43

+ Hohlraum on August 27th, 2009 at 7:36 am said:

Very funny :)


44

+ andyrj82 on August 27th, 2009 at 7:37 am said:

@ comment 35

dude… my PS3 plays PS2 games… its the first gen… but still… YOU’re wrong… cause I got the one that “only does Everything” hahaha


45

+ Korbei83 on August 27th, 2009 at 7:38 am said:

That second one is awesome! I wish I was still stupid enough to pay for cable so I could enjoy watching these between scenes of rerun TV shows.

Anyway.. the point is they’re awesome.


46

+ Trucidation on August 27th, 2009 at 7:39 am said:

Doesn’t play Crysis.


47

+ Returners on August 27th, 2009 at 7:40 am said:

These are hilarious!


48

+ CanadianDstroyer on August 27th, 2009 at 7:41 am said:

Hey, what happened to yesterdays complains?

It does not do everything indeed. It does not allow cross-game voice chat and it does not allow you to listen to your music in-game universally.

And it seems EA is the one to blame. Research the internet and you will found out by yourselves!!

http://forums.n4g.com/Cross-game-chat-and-why-it39s-currently-MIA-m700070.aspx


49

+ EmperorKorea on August 27th, 2009 at 7:43 am said:

can it play PS2 games?


50

+ CanadianDstroyer on August 27th, 2009 at 7:43 am said:

BTW, the ad is great guys. This will help boost sales in NA. And you know, GT5 on holidays would be untacklable.


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