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Aug 27

It Only Does Everything

Peter Dille's Avatar Posted by 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.

Peter Dille

//Add Your Own


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+ sharpshooter04 on August 28th, 2009 at 10:55 pm said:

Ok everyone take a moment of silence. “Thank you Sony, for making this amazing gaming system thats better than all of the other ones, and making it possible for gaming companies too make awesome exclusive games for the PS3 like Killzone 2, Little Big Planet, and even uncharted. A-MEN


+ cheifhung2low on August 29th, 2009 at 12:06 am said:

i dont know about all the it doesn’t do everything guys. mine does HaHa

500gb launch 60gb

good ads. what sony needs to do to make the ps3 better

xmb run smoother faster
take out the whats new
give the U.S. and canada the vidzone and PlayTV deals
make the code voucher part of the xmb
cross game chat
in game music
not so many updates
online status and clock customizable (size location on screen)
update the store every tuesday like 360
get rid of the information board
add a search function for movies and music stored on the harddrive
add more codecs to the ps3 (.mkv)
have more online tournaments prizes
make trophies worth something
ability to emulate ps2
ability to emulate nes snes genesis n all games with price (upscaled or whatever to make it look better on hdtvs)
the option to delete multiple messages

these are things that come off the top of my head


+ amigaice2 on August 29th, 2009 at 12:11 am said:

Great Ads, it going to sell a lot of PS3s but it should say It Just does Everything *if you own the 60gig. Because it does not play do PS2.

To all those who say who plays a PS2 games on a PS3. I do. I have 3 ps2 systems, a PS3 and a PSP. My kids have the ps2s in there room, PS3 in the living room. Sony still sells the PS2 and makes games for it. Why they stopped BC is beyond me. PS3 60 is the first system to have a good wireless controller and Have a good laser so you don’t get the Read Error all the time. You can use interlace mode on games like Ratchet and clank UYA. Plus you can get cheap games. I can’t afford every game when they come out at $60 no matter what game it is. So YES people do play Ps2 games on there PS3.


+ morris_family on August 29th, 2009 at 12:33 am said:

But is the DAMN thing backwards compatible….

Hell can I send in my fat PS3 and get a slim?


+ sharpshooter04 on August 29th, 2009 at 9:04 am said:

hey cheifhung2low u can delete multiple messages and id rather the store be updated daily anyways


+ MegaClank on August 29th, 2009 at 11:46 am said:

Lawl, I love it.


+ Nodnol212 on August 29th, 2009 at 2:44 pm said:

its 299 because it lacks backwards compatibility and otheros(linux) and other things like that.

you had your chance to get a ps3 that did it all for 700$ i paid the full price i am glad to see people who dont want to pay the full price get less features.

if it could do more then my lauch i would be pissed. but it cant so i am not ^^


+ Erdie on August 29th, 2009 at 7:45 pm said:

I’ll admit, I’ve never liked the PlayStation ads, but these two are great! Well done!


And to those complaining that it doesn’t do everything because it’s no longer PS2 compatible, that holds about as much weight as saying it doesn’t build fences. Completely irrelevant.


+ Mero84 on August 29th, 2009 at 11:59 pm said:

awesome ads, loved the second one. although the ad name “unsatisfied girlfriend” might easily be misinterpreted, but that is half the fun.


+ Achu539 on August 30th, 2009 at 12:15 am said:

These are just fantastic spots, now hopefully the Playstation will get the attention it deserves.


+ Band2eto on August 30th, 2009 at 12:25 am said:

GREAT commercials Sony! Keep up the amazing work. You guys totally deserve all the compliments and praise, for all the content, content and more content you guys keep pushing out.

Please ignore all the haters and Xbot jerks. Seriously, GTFO you punks!

*Give Jack Tretton a raise!* XD


+ da_bid on August 30th, 2009 at 7:03 pm said:

lol. very, very awesome ads SONY. Although it truly can do everything, I hope you don’t lose focus on the PS3 as a gaming console. I think this is really what the PS3 truly is, and a multimedia system second. A lot of people who are on the fence, don’t really realize what power the PS3 is capable of, especially when compared to the competitors. Maybe a tv ad putting those ‘other consoles’ to shame by showing the PS3 exclusives and their unmatched graphics, storytelling, cinematics, power, etc (i.e., can your console do this? 256 muliplayer in MAG). Great job Sony! PS3 for life!


+ Priusmudfly on August 31st, 2009 at 6:42 am said:

It would be nice if the PS3 added .mov support for video playback. Next firmware update?


+ DjHYperio on August 31st, 2009 at 3:18 pm said:

The second one is great! haha


+ furbiesmustdie on August 31st, 2009 at 4:13 pm said:

it’s nice to see some less obscure commercials ie: that baby ad for the 60gb. that one was just scary.


+ CrusherX on August 31st, 2009 at 9:39 pm said:



+ LeonKaiser on September 1st, 2009 at 4:17 pm said:

Lol love these commercials, well done Sony!


+ Brandon1988-- on September 2nd, 2009 at 11:07 am said:

Well after having the ylod a few times on my 80 gig Ps3 fat model, I made the move a few days ago to purchase the Ps3 Slim. Overall I am pleased with it, yeah it doesn’t look as nice as the Ps3 fat but who cares. It runs much cooler and it is smaller and slimmer. I like the Ps3 slim even though some people might not purchase it based soley on just looks!


+ WARRIOR_36 on September 2nd, 2009 at 4:51 pm said:

No it doesn’t do everything! 2 Words..Backwards Comp.


+ WooTownMafia2 on September 2nd, 2009 at 5:42 pm said:

lol oh so tiny, but not so shiny


+ WooTownMafia2 on September 2nd, 2009 at 5:43 pm said:

i have one of the original ps3’s that is backwards compatable and i’m debating on whether or not i should trade in my original one for the slim.


+ mobiuz3 on September 4th, 2009 at 6:21 am said:

Sony, I’ve been a fan since the first PS. Own both PS3 and 360.

I prefer the PS3 gameplay, but where, if it can do everything…

Where is the private and party chat in-game.

Home does nothing while your playing a game.

Hence, getting (along with friends with both systems)..Modern Warfare 2 for 360.

Come on Sony….(yes..I’ve emailed cs).


+ Slant6ix on September 7th, 2009 at 1:33 am said:

It only does everything, except MKV :P Come on Sony when will ‘ya give us a simple codec!


+ MoabBoy on September 8th, 2009 at 11:18 pm said:

Preferred the Nigerian Millionaire version


+ Xareena on September 10th, 2009 at 12:34 pm said:

Great ad! When is it coming to europe? This is exacly what the ps3 has needed from the word go! I am so happy that more people will know the brilliance of the ps3! PS3 FTW!!!


+ CaptainGillette on September 10th, 2009 at 12:56 pm said:

Why do we get clever ads like this instead of freakish people making noises and faces like the Japanese ads? :)

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