It Only Does Family Togetherness

240 6
Peter Dille Senior Vice President, Marketing & PlayStation Network
6 Author Replies

Hi everyone,

Thanks for all your amazing feedback on our new “It Only Does Everything” ad campaign. Kevin Butler has been busy pushing the new $299 PS3, not just on our blog but on some of your favorite TV programs, and the reaction has been fantastic.

I mentioned on my initial post that we have a huge campaign designed to show “Everything” the PS3 can do. And since you’re all PlayStation’s biggest fans, we’ll be debuting each one here first. Our next spot features Kevin Butler helping a desperate father connect with his kids by finding the best family-friendly entertainment. The ad is also timed to support the new “Game of the Year” edition of LittleBigPlanet, which shipped this week. The new edition of LBP includes everything from the first game plus more than $30 of bonus content, new levels and free downloadable content packs.

We hope you like this next installment of the campaign as much as you enjoyed the first two spots. Lots more coming, including ads that feature some of our biggest games like UNCHARTED 2: Among Thieves and Ratchet & Clank Future: A Crack in Time. You’ll be hearing plenty more from me and Kevin Butler very soon…

Enjoy,

Peter Dille

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240 Comments

6 Author Replies

  • OmegaSpartan08
    September 10, 2009 at 12:02 pm PDT

    keep em coming! like the new ads!

    • Peter Dille
      September 10, 2009 at 5:23 pm PDT

      PlayStation Nation,

      We\’re all loving the response from everyone for the new campaign. Thanks for all the great feedback.

      A few people have asked where to see the ads on TV. They\’re all over the place but check out tonight\’s season opening NFL game (great match-up between the Steelers and Titans!), Monday Night Football, NCAA Football on ESPN, ESPN SportsCenter, WWE, Family Guy on Fox, Jimmy Kimmel, Letterman, and some great programming on NBC (The Office, 30 Rock), HD Net, Discovery, Spike, TNT — just to name a few.

      Got a few more responses to some frequent questions, below.

      Thanks again everyone.

      Peter

  • TrueLink00
    September 10, 2009 at 12:02 pm PDT

    Wow, that was funny and all so wrong.

  • VanilaGorila-x-
    September 10, 2009 at 12:02 pm PDT

    That’s awesome, keep em coming.

    Peace,
    VG

  • naruto_hinata
    September 10, 2009 at 12:03 pm PDT

    LOL! Thats the power of a playstation 3!

  • ManicThunder
    September 10, 2009 at 12:05 pm PDT

    Sony has been doing a great job on the PS3 commercials so far. Can’t wait to see what the Uncharted 2 commercial will be about! :P

  • Ftwrthtx
    September 10, 2009 at 12:06 pm PDT

    I love these videos. Great Job!

  • drew327
    September 10, 2009 at 12:07 pm PDT

    Fantastic; and great to hear that some of the best games are going to be featured (Uncharted 2, new Ratchet). Keep it up!

  • Zookey
    September 10, 2009 at 12:08 pm PDT

    Not bad, not bad although LOL I don’t know if the subliminal message ‘buy PS3 and Sony execs will steal your family’ is going to jive well but I still enjoyed it haha.

  • LukaX23
    September 10, 2009 at 12:08 pm PDT

    Hahaha.

  • NARDE15
    September 10, 2009 at 12:09 pm PDT

    I want a puppy!

  • ExPresident
    September 10, 2009 at 12:09 pm PDT

    Atleast these commercials make sense. You guys are improving. Although that former commercial you did with the “Ladies and Gentlemen” song was the BEST I’ve ever seen. Try working that into the $299 price or something, maybe at the end of the PS3 turn into a mouth and say like “I AM $299” or somethin in transformer voice lol.

    Meh, keep the good work tho!

  • echogridlock
    September 10, 2009 at 12:10 pm PDT

    I havent seen these in home or on the PS store. Granted people who would download them or view via home, already own a PS3 but still. They would be nice to share with my family without having to go online.

  • Cjdamon042
    September 10, 2009 at 12:10 pm PDT

    lmao, these are fantastic. I really love what you’re doing with these adverts. Shame I can’t say the same about our UK ones, but whatever.

    I just love the humour in them haha

    And Jenny’s laugh at the end was amazing :p

  • lcmnick
    September 10, 2009 at 12:12 pm PDT

    I hope there’s a Gran Turismo 5 one…

    I’d like to see Kevin take on the definitve racing game…

  • Misfit-Hawk
    September 10, 2009 at 12:12 pm PDT

    I like the humor in the commercials, keep it up!

  • CEK111
    September 10, 2009 at 12:12 pm PDT

    Looking forward to the Uncharted 2 one, they MUST add KITTY GOT WET !

    Far better than the UK adds we have ere in Ireland…. :(

  • GAT305
    September 10, 2009 at 12:12 pm PDT

    lmao these commercials are freakin awesome keep it up guys

  • thepatriots
    September 10, 2009 at 12:13 pm PDT

    Made me laugh like crazy. Great ad. Wife’s life was a bit creepy but overall great ad. I know time is limited but I would try to focus on the features just a bit more. Instead of a fiery swing set I would have done a lavish one and then comment on how the PS3 is much more cost effective or functional. Thats just my 2 cents.

  • Sindred
    September 10, 2009 at 12:13 pm PDT

    Suggestion: Release these for download on the PSN store. I’d love to have these in HD. Hilarious. Can’t wait to see the Uncharted ones.

  • OmegaSpartan08
    September 10, 2009 at 12:13 pm PDT

    i actually can’t wait for the uncharted 2 commercial. i wonder if it’ll just be a regular commercial that shows gameplay or something comical.

  • HongoXIII
    September 10, 2009 at 12:13 pm PDT

    If you want your wife and kids back, get a PS3! Great commercials so far. Keep them coming!

  • Gray-Fillabuster
    September 10, 2009 at 12:14 pm PDT

    haha, made me laugh again. Congratulations.

  • dehumanizer_666
    September 10, 2009 at 12:14 pm PDT

    Not only is the PS3 the Real face of Next Gen Consoles, but also their Ad’s are the greatest! Keep em coming!

  • The1stMJC
    September 10, 2009 at 12:14 pm PDT

    Love these commercials the guy is hilarious. Keep it up.

    Maybe you guys should make fun at how bad the advertising was before.

  • PirateThom
    September 10, 2009 at 12:15 pm PDT

    “Buy a PS3 or your wife will cheat on you with Sony employees”

    Nice one! :P

  • Wollan
    September 10, 2009 at 12:19 pm PDT

    Pure gold. I actually laughed out loud.
    Last scene is killer (especially the grin).

  • nmoe
    September 10, 2009 at 12:20 pm PDT

    Ad is great.

    Is this Sony marketing or did you hire an outside firm?

    • Peter Dille
      September 10, 2009 at 5:27 pm PDT

      We have a great ad agency. The ads were made by our friends at Deutsch LA. Lots of people worked very hard to make something that we think is both informative but also funny as hell.

  • StrykerIsland
    September 10, 2009 at 12:20 pm PDT

    Another good ad, I like this campaign.

  • Invicta2
    September 10, 2009 at 12:20 pm PDT

    N4G: AclayPS3

    Another great new advertisement. This new PS3 Ad campaign is just brilliant.

    To be honest, this is how LittleBigPlanet SHOULD have been advertised when it first came out. The “artsy” Ad’s with Video Characters on Buildings and Walls like the Fall 2008 Ad Campaign just wasn’t doing the trick… just simple Ad’s like this that get the point across is all that’s needed.

    These new PS3 Ad’s are great, I just hope Sony has a great Holiday Season Ad Campaign in store too… and here’s a suggestion: use the same Salivia, Ladies and Gentlemen song like the Fall 2007 PS3 Ad’s, and just put upcoming and recently released PS3 exclusives in there.

  • SPARDA
    September 10, 2009 at 12:20 pm PDT

    Those new PS3 commercials crack me up….LOL

    I don’t watch much TV, since I to busy playing my PS3…LOL, but on what channels and during what programs do this commercials usually air??

  • SPOPS
    September 10, 2009 at 12:21 pm PDT

    I think Sony has finally gotten it right with these commercials. I also think that $299 was the sweet spot for this console. Hopefully it does really well.

  • jimmy903
    September 10, 2009 at 12:21 pm PDT

    You should see the smile that left on my face.

  • NeoUltima
    September 10, 2009 at 12:21 pm PDT

    I am totally impressed by this marketing campaign. I’ve always stood by that laugh-inducing ads are the most successful.

  • TakiFuGu
    September 10, 2009 at 12:22 pm PDT

    I haven’t seen any of these commercials on TV. EB and Gamestop are only promoting Xbox 360 as $299 throughout NYC. While hanging out yesterday my friends and I only saw those 360 adds in the Gamestop windows. The funny thing is, Sony were first to announce the $299 price drop.

  • darkwing75
    September 10, 2009 at 12:22 pm PDT

    You guys are on a roll!!!!

  • terrabliss
    September 10, 2009 at 12:22 pm PDT

    The commercials are awesome. But I was wondering something, how come Europe and Japan have free dynamic themes and the US store doesn’t? Will we ever get any for free? Here’s to hoping we get a theme where Kratos decapitates an enemy and the blood slowly drips down the screen….for free!

  • DEADxBABIESxINC
    September 10, 2009 at 12:23 pm PDT

    wow these commercials are getting better and better! Keep it up Sony you’re making some headway!

  • Gr00v3r06
    September 10, 2009 at 12:24 pm PDT

    That one is very funny. It made me laugh good job. Good job pimping LBP and nice to see the Rock Band setup in the background.

  • trustter
    September 10, 2009 at 12:24 pm PDT

    I want to see them on the TV.

  • Sponge-worthy
    September 10, 2009 at 12:25 pm PDT

    Wii plays Gamecube games. 360 plays Xbox games. PS3 plays PS2 games…oh, that’s right…not quite everything :(

    I still like it though.

  • TheInfectedBy590
    September 10, 2009 at 12:25 pm PDT

    I demand MOAR! :D

  • bluedice
    September 10, 2009 at 12:26 pm PDT

    Read “Be a potato couch zombie or loose your family”, you guys can do better than this.
    The xbox and Nintendo still have the best game ads ever made.

    Nintendo – Symphony
    xbox – Mosquito
    xbox – Champagne

  • toaster_oven42
    September 10, 2009 at 12:26 pm PDT

    love the new ads keep up the good work.

  • cowboyd21
    September 10, 2009 at 12:27 pm PDT

    Great ad LOL i been seeing them everywhere.

  • Destiny89
    September 10, 2009 at 12:27 pm PDT

    Very nice

  • KillerBread
    September 10, 2009 at 12:28 pm PDT

    what about shooter? but keep it up there very funny and well done for LBP gameplay in it

  • GibbShift
    September 10, 2009 at 12:30 pm PDT

    @40

    360 doesn’t play every XBOX game and won’t from here on out since MS also decided to drop backwards compatibility, so your snide little remark is a bit inaccurate.

    These commercials are incredible. Keep this up, Sony. Push all the way into the new year with this marketing blitz. It’s the best you’ve had since you launched the PS3 (Onyx was second best).

  • ye11owpharmacy
    September 10, 2009 at 12:32 pm PDT

    Sony stole that guys family. :(

  • AFreak3000
    September 10, 2009 at 12:32 pm PDT

    Great ad. Also good timing(and I guess you did this on purpose) with LBP gameplay since the GOTY edition is about to release.

  • Rabid619
    September 10, 2009 at 12:33 pm PDT

    Fantastic ad, you guys are doing a great job with the advertising now, which in the past has been… lacking. Keep it up!

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