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
These are incredible ads good job marketing and sales teams.
FINALLY.
your marketing team “gets it”
The amount of people saying that it doesn’t do everything is annoying. It doesn’t LITERALLY do everything. I think it’s more “It does more than you’d expect it to do.” Which doesn’t sound as good
@ 143, 183 and everyone saying it doesn’t do this or that…WE KNOW…
-It doesn’t make coffee
-It doesn’t wake you up when you are late
-It doesn’t give you money so you can buy more games…
YES, WE KNOW IT DOESN’T DO WHAT PREVIOUS VERSIONS OF THE PS3 COULD…
But the AD Campaign is not for us current owners of the system, but for new users, more users, cheaper prices, more features, etc. It is a good thing for all of us.
If you still can’t understand the meaning, well…it means this:
IT ONLY DOES EVERYTHING….THE OTHER CONSOLES CAN’T, NO RED RING OF DEATH AND BLURAY 1080p movies.
All I have to say is be careful with the Nigerian JOKE! U might have some peeps upset… otherwise great commercial.. Still PS3 doesnt have XGC so it doesnt do everything!! ;-) Get on that ASAP!!
@ Korbei83 (post 196)
My 80 GB PS3 plays PS2 games and like another person commented….these ones are still selling….so maybe if you want BC…go get one.
Also….why should a PS3 play 360 games…you want that get a 360.
As for your other comments….tell me which other console does any of what you posted ?
I Love how its Serious with a Spice of Funny Laughs LOL..
This is a Good Advertisement :D
Keep theses Going SONY
Meanwhile.. back to earth.. Off to work I go to work :(
Ill put my two cents in!
Awesome ads, funny and straight to the point. I can already see people coming in to best buy (I work there) to ask just all the things it does. Overall awesome work just push these ads!
What was the POINT of the jab at NIGERIANS in the commercial???? Damn Sony at this point PR relations need to be clean if you trying to make a strategic advertising campaign
That’s funny especially the second commercial.
Funny ass advert, I loved the second one with the girlfriend!! Sony guy is hilarious!! “ohhhh cooooome oooon!!”
Keep up the good work guys : )
…except play PS2 games.
We know there was a patent for a way to emulate PS2 games using the PS3’s cell processor, just implement it please!
Finally advertisements “everyone” can understand. I most of all like the second one. At least a girl who knows what the PS3 is all about, but I’d like to see more ads with actual female gamers, since I’m one of them, so to attract more females to the PS3. Since the PS3 is cheaper now, smaller and has great games for females as well (all before you know it you start playing Bioshock :D) and you’d like to expand the PS3 family even more, females can’t be excluded! Especially… with the motion wand coming out next year, seriously girls soooo much better than the Wii (and I got a Wii, hmmm)
LOL. really loved the commercials.
@slimk713
Yeah I can see how that part in the ad can upset some people. All Sony has to do is simply change it to, if I listened to everything I heard on the internet I’d be a millionaire.
awesome! Love both commercial ads!!!
Oh yes forgot to mention, glad you finally placed some sense of humor into the advertisements :-) Other ads were great, but too complicated and serious for regular consumers to understand.
Awesome commercials! Now if only we could do “everything” in Canada!!!
I want to see more. It’s good to see Sony going back to the Funny ads from the past. The ol’ Ratchet and Clank ads were excellent.
I can play PS2 titles on my 500 GB PS3 which was an original 60 GB :P I guess thats a perk for supporting Sony since day one!! :)
Glad to see you going for the humor angle. Some of the most successful ads in history have been that way. (Bud’s “wassup” ad comes to mind)
well it took a while, but finally some good commercials for ps3. i especially liked the $299 one, playing on the fact that everyone knew about the price drop before sony actually admitted it
Everything?
I’m going to join a few people on here in saying that the continued absence of BC is a terrible idea. I would love to hear an actual explanation of how hard it would be to implement the feature again into the newer systems.
I was lucky enough to grab one of the BC consoles when they originally came out, and now every “upgrade” the console can get is a downgrade to me. Thing that freaks me out though is if something ever happens to my system I’d hate to get a new one and lose the feature that I use a lot. I realize Sony still wants to sell PS2’s and by not having BC on PS3’s it forces people to get one if they don’t have it, but I can’t help thinking having BC on the PS3 would get a lot more people to finally jump on board and get a PS3.
Funny ads…
Now just keep pushing the ads for the individual games.
Great effing commercials!
Great ads. Nice humor.
The audio on the second video seems to be very badly mixed.
I love the PS Network one.
I run into far too many customers who do not realize what a disfavor they have brought upon themselves by purchasing a PS3 and not taking advantage of PS Network. The said part is all but a few of these people have an active internet connection and STILL haven’t signed up for PSN.
So anyways its nice to see an adverstisement like this…
I like these commercials. I actually have a cousin that has had a PS3 for years and has yet to hook it up online. I really need to get him a router.
LOL love the new ads
Oh man, …this is like the BILLIONTH time I have watched these and I can’t stop laughing..
…WHATS WRONG WITH HIM!
hahahahahahahahah
Good ads from Sony? Its about time! These are great ;)
So is it $299 or $299.99? Yeah it’s a small difference, but it’s a difference nonetheless. :p
LOL! I love the second add with the pissed of girlfriend. Those are great!
No babies crying blood. Extreme closeups of unattractive people contorting their face like someone is piercing their nipples? Sony, well played. As a prospective PS3 Slim customer, this absolutely makes me want to go buy the console. Finally you quit taking yourselves so seriously, and poked some fun at rumors, the company, etc. Your ad agency deserves a raise. Those are great commercials (especially the rumor one). Future owner right here.
This is probably the 3rd or 4th marketing message Sony has used to promote the PS3. Hopefully this one will actually connect with consumers.
@221
…
WAZZZUUUUPP
:)
I demand to know what that Jingle at the end is? It’s an AMAZING UNIQUE jingle. Who are the sound people behind it? . . .it’s during the last 5 seconds of the advert that shows the PS3 logo, and the PSN logo. . .it sounds like a scanner sped up or something. Anyone know?
The two ads shown are great! I hope you listen to our feedback about other things to mention in the other commercials you plan to roll out!
Also, I’m not nigerian but I found that offensive so why not be neutral and not jab at a one specific ethnicity.
FINALLY!!! A decent advertising campaign!! I was a little fearful that the “dissatisfied girlfriend” one was going to be the usual “my guy plays games too much” but was soooo happy to see that she was obviously a PS fan as well (yes, girls do game – and those early “pickin up chicks” dustball ads were an embarrassment!)
Great advertising campaign. I’m no longer embarrassed to own 2 PS3 units (his and hers).
nice ads.. i just bought a new 120 gig yesterday from best buy.. I’m happier already.. but then again i wouldn’t have had to buy a new one if my 60 gig hadn’t gotten the yellow light of death!
I just picked up the new slim PS3 and I’m fracking S T O K E D !!!!!!!!!!!!! Picked up Infamous and Ratchet and Clank Future Tools of Destruction. There goes any sleep I had planned for the next week!
“coolcatfsd”
Well finally Im seeing the Playstion company that I felt in love with since the PSX, I know your company is a business but dont forget that we the players are the money, so treat us good like you did with PSX and PS2 and we’ll keep the green ones rolling your way.
These ads genuinely made me laugh here and there; otherwise, the subtle humor just made me smile. In any case, well played, Sony.
@196 your an idiot. Its just an add for getting everyone who doesnt have a PS3. Grow up you bastard.
Great averts! Should really demonstrate to people as to why the PS3 is such a great product.
Great ads, it does everything except x game chat.
really like the ads but the second one is like added insult to injury for some of the ps3 users in europe..
it’s still not POSSIBLE to sign up for psn and connect your ps3 to the internet in some countries here.. like in estonia for example!
we’re making up fake us and uk addresses to play online :/
Now we just need an aggressive ad campaign for the third party titles. It seems like 90% of them have that friggin Xbox logo at the end! That is where they are brainwashing people to “jump off” the bridge because their friends did.
Hilarious commercials, but I hate the ad campaign itself simply because it lies. Obviously, we can’t expect the PS3 to LITERALLY do everything (run Xbox 360 games? HA!), but there are certain things that should logically fit within that realm, such as…I dunno…PLAYBACK OF PLAYSTATION 2 GAMES! Don’t lie to us, Sony; it’s REALLY not cool.
Dear Sony, if there is one thing that your company does horribly it would be marketing. Not only does your company not advertise enough (I can’t even remember the last time I saw an ad for anything Sony), but when you do they are pretty horrible ads…until now.
These ads are good. They are simple, they get the point across and are kind of funny. Now, how about we see these blasted across the television and not on the Internet so you can finally do some damage?