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Sep 10

It Only Does Family Togetherness

Peter Dille's Avatar Posted by on Sep 10, 2009 // Senior Vice President, Marketing & PlayStation Network

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…


Peter Dille

//Add Your Own

240 Comments   6 Replies

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+ LordRaoh on September 10th, 2009 at 10:23 pm said:

I’m really liking the new ads. Keep up the great work..


+ Kenshin71 on September 10th, 2009 at 10:25 pm said:

Apparently there was one PS3 ad and 7 360 branded ads during the NFL kickoff.


+ VenomXv on September 10th, 2009 at 10:42 pm said:

Awesome commercial, very funny.


+ BlooodyCow on September 10th, 2009 at 10:57 pm said:

Where was the PS3 ad on the Steelers vs the Titans tonight? I watch the entire game without changing channel and no commercial. During that time period I see 4 xbox 360 commercial for Madden and the Beatles game.


+ DarKaoZ on September 10th, 2009 at 10:57 pm said:

LMAO!! Amazing Ad!

That is so damn evil… I LOVE IT!!!


+ stuna1 on September 10th, 2009 at 10:57 pm said:

I’m starting to understand what they mean when they say misery loves company! It’s ridiculous how some quote “PS3 owners, fans” end quote, try to find anything to try to s#[t on Sonys parade, if you don’t like what you have! Don’t use it, no one has a gun to your head forcing you too! Get a Life!!!!


+ tinyEvel on September 10th, 2009 at 11:05 pm said:

100% WIN!!!

ROFL. I like the sawdust on the dad’s shirt, nice touch! This Kevin Butler guy is totally disarming but I don’t really think he’s serious. And where the heck did the puppy come from?!?! ROFL.

Keep ’em coming!


+ silverwolf22 on September 10th, 2009 at 11:08 pm said:

I lol’ed

“PS3 is fun for the whole family!”

*Shows a poster of God of War 3 in the background*


+ stuna1 on September 10th, 2009 at 11:10 pm said:

By the way Great commercials if more people understood the intricate job of running a Billion dollar company, they wouldn’t have the time to be posting these negative comments, also they would be paying your salary, which they’re not.


+ RunnerKyle on September 11th, 2009 at 12:19 am said:

I literally LOLd at that! The part with the dog at the end was brilliant! Family gaming was portrayed very well, even the wife was playing. Sony is the only company to provide a truly all-in-one box.

Another topic worth addressing is using the PS3 as a media center. Showing it stream content from the PC, or used to play music and pictures in a family event gathering would be great. My dad is a big fan of the functionality of Apple TV, and there’s a growing market there who don’t care at all about games.

Families buy a Wii because they want to be able to play games, then many turn around and buy a BD player and the most connected buy an Apple TV. Targeting that crowd with the message that all along you really wanted a PS3 would attract a whole audience that doesn’t even consider itself in the market for a “gaming console.”

By the way Mr. Dille, I am seeking a job in marketing with SCEA. I have a background in market research in the CE industry in Southern California, and a personal interest in gaming.

I have been browsing the SCEA job postings, and in addition, would like very much to speak with you about my background. Send me an email, and I will be happy to forward my resume and a link to my website.


+ VenomUK on September 11th, 2009 at 1:52 am said:

I love how the ‘second-story’ of the advert is that the Family Activities Director is massaging the shoulders of the other man’s wife! Funny stuff.


+ DaveTheStalker on September 11th, 2009 at 2:16 am said:

I hope you guys have a GT-PSP ad that will put Forza 3 in it’s proper place for the idiotic comments Turn10 made at E3. It’s hilarious that a 1GB PSP file can have 800 cars, which is 400 more than the 360’s “definitive” racing game. Then GT5 will be the final nail in the brown cardboard coffin for the M$ lackluster “next gen” console.



+ pudljumper on September 11th, 2009 at 3:57 am said:

the other ad was a 1000 times better. hope this one isnt run that much, the average viewer wont understand it.


+ pudljumper on September 11th, 2009 at 4:22 am said:

shouldn’t use the same guy for different ads. sorry i wasn’t more helpful


+ lyrical1278 on September 11th, 2009 at 4:32 am said:

I know I was watching Monday Night Raw with my son and counted 3 PS3 commercials and 1 for Final Fantasy Dissidia in the first half hour. I remember thinking that this is HOW you advertise. Good job Sony. This has always been my gripe with you and you have come through big time


+ blkwlfnish on September 11th, 2009 at 4:35 am said:

That was awesome…….can’t wait for the next ones to come out love the PS3 and all the features….a true gamers game console


+ Nephilimator on September 11th, 2009 at 5:43 am said:

What a huge step forward in terms of advertising. Sony was in such a bad slump in terms of advertising compared to what they used to be in the PSone / PS2 era. These new ones are truly great marketing. But this is a glimpse of what Sony marketing is capable of.

Please keep up this level of quality; not only is it great to see some great advertisements starting to flow for the PS3. With this type of quality you should see great returns on hardware purchases. Great job and please don’t drop the ball now that its back in your court!


+ ravagespawn on September 11th, 2009 at 6:28 am said:

That video was great!!! I love the beagle in it considering I have two myself.


+ Bionicle123 on September 11th, 2009 at 7:11 am said:

Playstion3 is pretty fun once you get it you never go bored with it this commercial gets to the point ^_^ while making the point clear it does everything except nothing XD


+ FoolKiller79 on September 11th, 2009 at 7:49 am said:

This is great and I am seeing more PlayStation related ads on television again, but every multiplatform title has 360 tacked on to it. That needs to be countered somehow.

It is a sign to me that they can’t advertise their 1st party games as well as PlayStation, but it is playing a huge part in name recognition.


+ Saigon1914 on September 11th, 2009 at 8:45 am said:

I have to agree that was funny az hell but was so wrong…aces….lol…


+ Saigon1914 on September 11th, 2009 at 8:45 am said:

btw…i really like to new add campaign…keep it up…


+ Tetsumura on September 11th, 2009 at 9:57 am said:

This ad campaign is really cooking, love it.

I will have to gripe about the lack of family games in certain lines, or games for teens. I’m a grown dude and love how the PS3 is well stocked with excellent “mature” games like Metal Gear Solid, Killzone and Uncharted. Although a bit too well I have to add, and there are some games I just flat out despise like Grand Theft Auto and inFamous.

Anyway, there are a ton of what I call *BLAM! BLAM! BLAM!*


+ Tetsumura on September 11th, 2009 at 10:07 am said:

(oh good grief, tabbed out, sorry)

Anyway, there are a ton of what I call *BLAM! BLAM! BLAM!* action games, and a shortage of the fun family stuff I enjoyed a lot on the PS2. I’m happy that Ratchet & Clank has a home on the PS2, but what’s up with no Jak & Daxter and Sly Cooper? I’m disgusted that Sucker Punch is evidently doing inFamous 2 now, and Jak & Daxter has been farmed out to High Impact Games for the PS2 abd PSP?! Okay, J&D aren’t all that family friendly, but the end of Sly 3 was almost as big a cliffhanger as you can have in a trilogy like that, and it’s driving me crazy that Sucker Punch is turning their noses up at the series that made them what they are today.

I know you have fluff games like (some of the atrocious) Disney “game” movies like Happy Feet (ugh) and Kung Fu Panda, and Mini Ninjas looks decent, but it’s really sad that only game series from the Trilogy of Ratchet & Clank, Jak & Daxter and Sly Cooper is making it to the PS3. You REALLY need to rectify this ASAP, which sadly may take two years, at least.


+ Tetsumura on September 11th, 2009 at 10:09 am said:

Oh pooping HECK! One quick correction:

I’m happy that Ratchet & Clank has a home on the PS3!

Sorry about that…


+ Onna76_NL on September 11th, 2009 at 10:21 am said:

Rolling on the floor laughing… why don’t we have hilarious commercials like these in Europe. Ours are beautiful but kinda dull really. Yours are really epic and am so happy to see you’re finally bringing humor into your commercials and approaching now a larger group of audience out there… ABOUT TIME! And its paying off in sales… PS3 slim, price drip and wide range approachable commercials means PING PING, sales!

Okay bring on some serious female gamer ads next time okay?! xD

Can’t wait for the Uncharted 2 and R&C commercials.

Anouschka, Holland


+ Onna76_NL on September 11th, 2009 at 10:24 am said:

I still find the…

Its like having a aroma therapy without the candles… he hates candles too…. common! What’s wrong with him….

the most epic though. The expression of the actor in that part still makes me laughing even after seeing the commercial for ooowww I dunno how many times xD


+ SnapperBait on September 11th, 2009 at 10:35 am said:

It only does nothing since 3.0…….


+ Onna76_NL on September 11th, 2009 at 11:35 am said:

It does everything for me, expect Uncharted freezes :-(


+ SouthernSaltine on September 11th, 2009 at 11:52 am said:

It would be great to show some of the media capabilities of the PS3. Show some online browsing,(maybe someone browsing youtube) show some photos and slide-shows, It would be cool to show the family gathered around to watch some home movies that have been loaded on the hard drive. Lots of people still do not know the PS3 is capable of all of this.


+ Greenko on September 11th, 2009 at 12:00 pm said:

“it only does everything, in the united states”. because in canada and alot of other places we get jipped for certain features, e.g. video store. they need to change the campaign slogan to “it almost does everything”. haha, or give everyone the same stuff


+ Lefein on September 11th, 2009 at 4:23 pm said:

That was hilarious!! God, I’m so glad that Sony is fighting fire with funny! What this console war ridden and economically troubled times is a damn good laugh! Let’s hope gaming never becomes “serious business” ever again!

Kudos Sony!


+ higgos22 on September 11th, 2009 at 5:23 pm said:

HAHA I can’t wait for the Ratchet and Clank commercials
I saw the weapons in real life ad before Ratchet and Clank 3 came out before then i hadnt heard of the game and I ended up loving the game so I bought Gladiator then didn’t get Tools of Destruction
now im waiting on Crack in Time hope they make good commercials for it


+ aliendude5300 on September 11th, 2009 at 6:00 pm said:

Im REALLY disappointed that I’d have to purchase littlebigplanet again to get the game of the year edition features… you should realize that your biggest fans are the ones who buy the game earliest.


+ arnoldmcguire335 on September 11th, 2009 at 11:54 pm said:

Love the new commercial, but please, you should air this ad on Cartoon Network, Disney XD, ABC Family, and local channels so that families can buy the PS3.

Also, the commercial almost made no sense because you only featured LittleBigPlanet, you should have featured Hannah Montana The Movie for PS3 in that ad, too. (that can spark PS3 sales, anyway.) and since the PS3 had a truckload of Rated M games, the commercial should have been the starting point for third-pary companies to make more Rated E games for the PS3 to really be even more effective.

Hope my suggestions help.


+ PsychoG on September 12th, 2009 at 5:18 am said:

Hi Peter why don’t you guys do one with the video chat feature ?..I have been trying to convince my brother in California to get one so that we can videochat cross country.VideoChat is another selling point.


+ PsychoG on September 12th, 2009 at 5:19 am said:

BTW love to new Commercials but you guys already know that their great .


+ FIREKNIGHT2029 on September 12th, 2009 at 11:01 am said:

LMAO! I love these ads. Keep them coming! I can’t wait to see the Uncharted 2 and GT5 ads.


+ Volotsopa on September 12th, 2009 at 6:15 pm said:

Does Everything??

the ad should read


Dropping PS2 compatibility is definitely a faux-pas… bombarding us with PSP crap on the PS3 even worst.

I bought a PS3 for PS3 not to get a What’s new channel dedicated to the PSP.

I love how SONY is desperately trying to capture a chunk of the market while xbox and Nintendo are laughing with consoles that sell more and make more profit per unit.

Sad story really… The king got de-throned


+ blaccat on September 13th, 2009 at 10:08 pm said:

Can’t stop laughing at this ad, amazing


+ AvtrSpirit on September 14th, 2009 at 7:50 am said:

It says under the Comments Policy that you guys accept critiques, so here goes:

My primary concern with this path (“does Everything”) of advertising is that it is bad brand advertising. ‘Everything, for everyone’ is very tempting, but it does not leave people much to associate with the brand. That is why the first advertisement had me going “Why would they…?”

This one is better because it focuses on Family Togetherness. I suggest picking one or two core concepts (values) that people can associate with PS3 rather than ‘Everything’.

Also, although the Jungle Gym of Doom is pretty funny, do you really want to invite comparision between video gaming and outdoor activities? (Of course, that is what you may be consciously doing, but that is hardly the reason I bought my PS3.)

I’m not hating… am a huge PS3 fan… if only they could highlight in their ads the things that really make us gamers (and HD lovers) tick.


+ happycorey on September 14th, 2009 at 6:59 pm said:

Make a comment to focus on the wireless wifi, and internet browsing, even (may be a bit soon) but show off the remote game play with a new PSP Go, or even the 3000, with some PS one classics.

Show ‘another’ system being played and have wired controllers and ethernet cables all over the places having Kevin trip over everything commenting on all the capabilities of the PS3s wireless-ness.

A few more little things but this comment is long enough already


+ StrightCheese on September 16th, 2009 at 9:20 pm said:

I really want to see some PSone classics, such as Parasite eve 1&2 and Final fantasy 9 up for DL.


+ firegod793 on September 22nd, 2009 at 7:29 pm said:

awww i love the commercial but i liked the old logo better. the new one is all rounded and the old one has like a very unique font that nobody can imitate, not even x*ox!


+ IrideGSXRs on October 3rd, 2009 at 5:19 pm said:

Nice. I love the new commercials. Keep this theme going as long as possible. Funny sells.

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