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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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101

+ DFogz on August 27th, 2009 at 8:14 am said:

HaHa! These are awesome!

He hates candles too! – Come On!!


102

+ HouseMorton on August 27th, 2009 at 8:15 am said:

Koller is a retard- consumers want BC. This new unit certainly doesn’t “do everything”.


103

+ chaosgrid on August 27th, 2009 at 8:16 am said:

everytime I move the bloody mouse the vid goes [DELETED]… *sigh*

anyway, nice adverts.


104

+ P3RF3CT_GAM3R on August 27th, 2009 at 8:16 am said:

Have to agree with everyone. Love the ads. I just want to see them more. With the NFL and College Football seasons starting along with the new Fall TV Line-ups on the major networks CBS, NBC, FOX and ABC — placement and lots and lots of airtimes would be nice.

Oh, and to the guy who says “Does everything — except backwards compatibility”… mine really does everything. Proud 60GB (now 320GB) Owner!!!

If you want to play PS2 games, pick up a $100 PS2.


105

+ P3RF3CT_GAM3R on August 27th, 2009 at 8:18 am said:

oooh… 100.


106

+ Mr_Ahh on August 27th, 2009 at 8:18 am said:

Well done Sony i applaud you for finally after so many years promoting the PS3 the way it should be. I’m at work right now laughing my ass off. I mean seriously he doesn’t like candles?? LOL.


107

+ MaceWisdom on August 27th, 2009 at 8:19 am said:

Hehe. Great humor and they do a great job describing the features.


108

+ cowboyd21 on August 27th, 2009 at 8:19 am said:

@ 81 two words buy warranty most retail store sell them also alot of devices have failure rate.


109

+ spunnups on August 27th, 2009 at 8:19 am said:

Well done, I hope the rest of them are all this clever.

Make sure you show off those 1st party games more, they are amazing and I think are the key to selling hardware.


110

+ danscloud9 on August 27th, 2009 at 8:19 am said:

Awesome ads! You should make them available to download from the PSN store.
I hope the PSP Go gets some good ads, too.


111

+ octus on August 27th, 2009 at 8:21 am said:

i think you have an excellent idea going, and its exactly what the nay-sayers of this console need to hear.

it should be enough to make most of them re-think their arguments.

also i want to thank you guys for having an awesome console with great innovative exclusive games and products.


112

+ MoneyMaker110 on August 27th, 2009 at 8:21 am said:

those are rather funny. i liked alot of the old ads too, but i am an early adopter.


113

+ HEAVY7666 on August 27th, 2009 at 8:22 am said:

Schweet … Wonder when they will confirm the $299 price tag

.. and PS3 without Interwebz . hahahah
man is that a Waste of useability


114

+ Captain_Clown on August 27th, 2009 at 8:23 am said:

Oh yeah, how could you forget to say PSN is free in the second ad? You need to edit that in.


115

+ firm3demon on August 27th, 2009 at 8:23 am said:

The first is fairly funny, but the girlfriend one much more so.


116

+ drdre74 on August 27th, 2009 at 8:23 am said:

maybe rethink that “It Only Does Everything” until cross game chat and game invites is put into the system. That should have been in the PS3 day one. Its frustrating that I have to stop the game to type out a message to someone to jump in a game. I’m sure I;m not the only one that feels this way.Oh also no backwards-compatibility.


117

+ Zweihander on August 27th, 2009 at 8:25 am said:

Everything but BC and 4 USB ports, really, it’s great you’ve lowered the price but you could have marketed the console at a much higher price point by making it look like the ‘elite’ (no pun intended) console, the console for the real gamers. With the higher price point, BC, 4 USB ports, and the constantly lowering cost of production, you could have turned out more of a profit in the long run. I really wish you’d just get rid of Howard Stringer. I don’t know why the board is still so much in his favor after having such a bad 2008 AND his strategy of destroying the traditional Japanese business lifestyle that Sony had that CLEARLY worked. There’s a reason why the US companies are going bust and the Japanese ones, even though they are in a bigger recession, aren’t.


118

+ SevenFive on August 27th, 2009 at 8:26 am said:

Very different from past ads, and it looks like its not to intimidating for the new gamers wanting to buy a PS3. Now keep up with the advertising and don’t fade away like the last great ad.


119

+ Enigma777 on August 27th, 2009 at 8:30 am said:

These ads are great! I loved the MLB ones, and these top them!

Also, Playstation, I got a tip that EA is to blame for the lack of in-game music/cross game chat. Confirm or deny?


120

+ Enforcer_X on August 27th, 2009 at 8:30 am said:

Everything except PS2 games! LOL
Good ads though, I like them a lot!


121

+ Jon_Mclane on August 27th, 2009 at 8:30 am said:

“It Only Does Everything.” Except play PS2 games! seriously though, I’m glad you guys brought back Kevin Butler for the commercials. That guy is hilarious, and this is huge step over guys looking at puddles or a wall and seeing resistance or littlebigplanet.


122

+ B-RadGfromOV on August 27th, 2009 at 8:31 am said:

Very Good! Yeah, it no longer plays PS2 games, but still, that’s almost everything.


123

+ Carl-G on August 27th, 2009 at 8:31 am said:

Excellent Ad guys! :)


124

+ LordRaoh on August 27th, 2009 at 8:33 am said:

The second as should have had a better close up of the boyfriend playing littlebigplanet (or the littlebigplanet ad)

I like it.

I also liked the two previous ads where the guy bought a ps3 a few games and told his girlfriend it was a movie box and they all sat up watching 50 first dates, wish those ads would have continued as well.

___________

Here’s an ad suggestion.. at a store people are shopping, casually with their families.. a store announcement mentions that the PS3 is now $299, everyone drops what they are doing and runs to the game section of the store, one guy grabs the last ps3 off the shelve, gets on the line to pay only to find the line wraps around the store floor with every customer holding a ps3 in hand..

it’s great i know, you can send the check or free playstation gear in the mail for my services..


125

+ remanutd5 on August 27th, 2009 at 8:33 am said:

excellent ads , i love them , i hope to see 1 featuring Uncharted 2 , Ratchet and Clank , Buzz Quiz World, Demons Souls maybe Gran Turismo 5???


126

+ boneyardweller89 on August 27th, 2009 at 8:33 am said:

These ads made me lol.


127

+ RavageHeitaro on August 27th, 2009 at 8:35 am said:

WOAH o.0 Great job guys!!! Its freaking awesome!!

Now maybe for the 2nd wave of ads you can show off some GT5,GOW3,UC2,MAG & HeavyRain gameplay?


128

+ TheBanditKing on August 27th, 2009 at 8:36 am said:

I really like the first one, nice way to sell the PS3 while at the same time having a little laugh at yourself (what with those pesky images being leaked months early). I will say this you guys really still need to partner up with 3rd parties and get their comercials to wear the PS3 branding and ONLY the PS3 branding. Much like MS does with all their stuff, think of it as a “multiplatform exclusive” a game comes on both but all the TV ads only show it on 360 thus giving buyers the impression its a 360 exclusive, and since the PS3 is not loacted next to the 360 in any store I have visited no one buying a console will notice that its on both, the average consumer is an idiot. So do these ads but you also need games like Assassins Creed 2 and Modern Warefare 2 to be PS3 only TV ads. Just some freindly advice.


129

+ Korbei83 on August 27th, 2009 at 8:36 am said:

To those previous comments:

My PS3 plays PS2 games ;)


130

+ dragonmagician on August 27th, 2009 at 8:37 am said:

Great to see PlayStation finally getting some ad space. I always dislike ads for multi-platform games with the xbox logo at the end; making look like an xbox exclusive.

Hope to see these new ads on Canadian TV networks soon.


131

+ wbrinkman on August 27th, 2009 at 8:37 am said:

“It only does everything”

No cardreader, less usb ports, no backwards compatibility, removed the option to install Linux, so no.

It doesn’t.


132

+ Maulerr on August 27th, 2009 at 8:38 am said:

I like these ones. The EU versions from the EU PSB s*ck.


133

+ InfinitiProject on August 27th, 2009 at 8:40 am said:

Seriously Sony…. do NOT skimp on the ads. Maybe like a new one every month about the console for about half a year.

The amount of ads last year was rediculous. There were what, like, 2 or 3 ads in that year?

BTW, once these new games come out, i’ll be picking up a Slim PS3 even though i’ll miss using Linux and Backwards Compatibility :(

I’ve been a PlayStation fan since PS1 but making a move to the other console was sad because of the broken promises you guys made. Hopefully you guys will deliver, this way I can come back home :D


134

+ IceCold on August 27th, 2009 at 8:41 am said:

Quote of the year “You can’t believe everything you read on the internet, or else I’ll be a Nigerian millionaire by now.”


135

+ ThreeLeggedFreak on August 27th, 2009 at 8:41 am said:

Ads are getting better, but they need to play them lol, the Killzone 2 and Buzz ads were good but I never saw it hahaha. PLAY THE ADS ON TV. To be fair, they did play infamous, NCAA and Madden.


136

+ KidCommando on August 27th, 2009 at 8:42 am said:

Great commercials Sony. It is about time you inform the masses on the capabilities of the system. I just hope they air on more channels and with greater frequency. Looking forward to seeing the rest of them in the near future.

On a side note I picked up my 2nd PS3(slim)yesterday at Best Buy. It looks so much better in person after taking it out of the box. The Blu ray “welcoming” disc was a great and much needed addition. Something like that should have been provided with the original launch. It is nice however that you finally included some kind of video manual that outlines the games and some of what the system can do. It really adds to the whole experience and makes new buyers feel included and informed.

The 2nd launching of the PS3 is here folks! I don’t think Sony is messing around this time.

I could care less about cross game chat. Who is talking to other people when they are playing different games? really? just pick up the phone if you HAVE to chat to your friends WHILE you both play different games. The only reason you request it is because the 360 has it…and they pay $50 a year for that feature. Is it really worth it just to say HA! we have it too?

stop crying.


137

+ Yannick on August 27th, 2009 at 8:44 am said:

@Peter Dille

hi,

indeed it only does everything except Cross-Game Voice Chat… :(

can you comment on the rumor about EA preventing this edgerly awaited feature from being enabled on the PlayStation 3 ? 8-)

http://www.ps3center.net//news/3566/rumor-ea-preventing-universal-ingame-voice-chat-on-ps3/


138

+ ryuk_shinigami on August 27th, 2009 at 8:45 am said:

Wow, these are legitamitely funny ads. I’m proud of you, Sony. I gotta admit, I’ll miss the creepy baby ad, I think I’m the only one though.


139

+ cowboyd21 on August 27th, 2009 at 8:46 am said:

@126 ok so get a phat ps3 then sometimes you guys kill me you say the ps3 is too expensive so sony make the slim now you cry for the things they took out so it can be cheap to buy . look if you want all those features get the phat and pay up if that too expensive get the slim . stop crying and get off the pot , you can’t have everything.


140

+ medion on August 27th, 2009 at 8:47 am said:

looooooooooooooooooooool keyboard cat :D


141

+ ShengLongDong on August 27th, 2009 at 8:50 am said:

Love the humor in these, especially the price ad.


142

+ MiltonMafia on August 27th, 2009 at 8:52 am said:

I love it!! I hope they don’t air in Canada. Why? well cause then they would be lying. Downloading movies… not in Canada.


143

+ phinnv8 on August 27th, 2009 at 8:55 am said:

Sony if it “only does everything”, then I have a few questions for you…

-How do I play PS2 games?
-Use Party Voice Chat? (that works in and out of the chat program)
-USe Party features like join invites into games from XMB?
–Ability to stream internet music easily? (like 360 will do soon)
–Use Netflix or some movie streaming service, Hulu support, MKV support?


144

+ dime5150 on August 27th, 2009 at 8:56 am said:

The first one was great. I like how the PS3 XMB *click* sound is used and the old school “playstation” voice at the end. Great job Sony.


145

+ phinnv8 on August 27th, 2009 at 8:58 am said:

The second ad is weak, the girl should say “with built in WiFi and free access to playstation network” he hasn’t used it. Reiterating that that stuff is included with the console.


146

+ sNsKid on August 27th, 2009 at 9:01 am said:

First, I would like to say Happy Birthday to me. ^-^
Mr. Peter Dille send me a $20 PSN card code via email so I can buy stuff today from the PS Store. If you do I won’t tell anyone. ;D

Second, it’s nice to see all that money you saved on PS3 prpduction costs being pumped into some PS3 marketing campaigns. It’s hard to believe it’s only been 3 years.

I really enjoyed both ads and can’t wait to show them to everyone I know. Finally it’s starting to feel like the Playstation brand I’ve come to know and love. Many, many kudos to the PS3 marketing team for putting a smile on my face — Especially on my birthday.


147

+ mike-yazuka on August 27th, 2009 at 9:01 am said:

Haha, I love the first ad. Very good and funny. XD


148

+ nv_Los on August 27th, 2009 at 9:02 am said:

LOL at “WHAT, what is this 1992?”


149

+ Mattchewie on August 27th, 2009 at 9:02 am said:

Oh yes, funny ads are the best. Reminds me of the old Ratchet ads back “IN THE DAY”


150

+ Flinders on August 27th, 2009 at 9:03 am said:

Just wonderful. Keep ´em comming. Keep this style.


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