Horizon Zero Dawn

Aug 30

Long Live Play

Scott Steinberg's Avatar Posted by on Aug 30, 2011 // VP of Product Marketing

PlayStation Nation,

Two years ago we introduced you to our resident Vice President of just about everything, Kevin Butler, in the inaugural “Dear PlayStation” ad which was timed with the introduction of our “It Only Does Everything” campaign. Since then, the campaign has helped make the PS3 a household name in 50 million homes worldwide. Today, I’m excited to introduce you to a new brand campaign “Long Live Play” – designed to celebrate gamers from all walks of life and recognize you for making us who we are today.

PlayStation has always been about the gamer and the PS3 is the ultimate portal to a land of infinite experiences and accomplishments. PlayStation is reaffirming our commitment to gamers like yourselves with “Long Live Play” – mixing humor and a little good, clean fun with the kind of entertainment content you crave.

What better way to transition than with a visit from Kevin Butler, back from his four-day retirement with a special message.

Beginning today you’ll find “Long Live Play” rolling out on some of your favorite websites, TV networks and retailers as well as across numerous social networking outlets. It’s our way of inviting all gamers to come and join the PlayStation Nation. When we say there’s never been a better time to join, we mean it. With games like Resistance 3, UNCHARTED 3: Drake’s Deception, The ICO & Shadow of the Colossus Collection and more on the horizon, PlayStation is committed to creating a AAA software line-up that real gamers can get excited about.

The new PS3 price of $249, coupled with incredible gaming and sports content including DIRECTV’s NFL SUNDAY TICKET, MLB.TV and NHL GameCenter, PlayStation is ready to welcome gamers from all over with open arms and hours upon hours of unbelievable entertainment.

We are committed to the continued expansion of the types of services and content that have made the PlayStation name synonymous with interactive entertainment and hope that through the “Long Live Play” campaign our dedication to you, the PlayStation fans, truly shines through. For those of you who have friends that might be on the fence, I encourage you to invite them to come on over. In the meantime, keep your eyes peeled because in the weeks to come we’ll be turning the spotlight back on you, and you won’t want to miss it!

Happy gaming!

//Add Your Own



+ mystikalguy on August 30th, 2011 at 7:19 am said:

Long Live Kevin Butler……Long Live Playstation……Long Live Play


+ x_Arch-Angel_x on August 30th, 2011 at 7:20 am said:

I Love these commercials but will it ever be on T.V? I just see alot of xbox commercials on T.V no SONY.


+ remanutd5 on August 30th, 2011 at 7:21 am said:

so who is gonna be responsible for playstation vita marketing ? Kevin Butler? please the same day you guys release the vita put a lot of demos on the store so we can try the games !!!!


+ mystikalguy on August 30th, 2011 at 7:21 am said:

Put that video in today’s Playstation Store Update in 1080p


+ ZeoZan on August 30th, 2011 at 7:22 am said:

wow kb is back i am happy :D


+ LegendSoldierX on August 30th, 2011 at 7:24 am said:



+ DeathGazer on August 30th, 2011 at 7:26 am said:

Long Live Play = Good stuff

KB hilarious as ever =)


+ Skater_Ricky on August 30th, 2011 at 7:39 am said:

Hear us cheering “Kevin Kevin Kevin Kevin……….” We are the Gamer’s hear us roar!

Video got me pumped this early in the morning.

Long Live Play!

Yes Jack is your Boss.. hes is the Boss.

You Da Man!


+ Carl-G on August 30th, 2011 at 7:41 am said:

Why not do – ‘LONG LIVE PLAY(STATION)’ :P Sounds & looks better to me. Excellent Video tho, i love KB;)


+ rmedtx on August 30th, 2011 at 7:41 am said:

Great ad, Glad to hear he’s back.


+ Fusion13 on August 30th, 2011 at 7:44 am said:

LOL Awesome!


+ Quarry on August 30th, 2011 at 7:48 am said:

That was awesome! :D


+ invading_space on August 30th, 2011 at 7:56 am said:

Good shizzle!


+ VestiaryDark on August 30th, 2011 at 7:56 am said:

Yeah! playstation!
KB u r the man!
thx 4 back!


+ Ratchet426 on August 30th, 2011 at 7:59 am said:

@Permafry_42: “$300 for a portable is just too much in the age of apple and androids”

Why are people always comparing the Vita price to a cell phone? You do realize that the “price” of the cell phone is contingent on you signing up for a a 2-year celluar contract that wil cost you ~$125/month right? AT&T and Verizon practically give away the iPhone/Droid/whatever phone to get you to commit to their cell service. They make their money from the SERVICE PLAN, not the phone itself.

Now, take away the monthly cell service plan and guess what? That shiny new iPhone4 will set you back $650 !!

So a real comparision would be $250 for a Vita vs. $650 for an unlocked iPhone or $380 for a 1st gen unlocked Droid.


+ Go_Buddie_Go on August 30th, 2011 at 8:01 am said:

Gawd I missed KB! Glad he’s back :D


+ Jeigh on August 30th, 2011 at 8:02 am said:

Beautiful. Absolutely beautiful. KB’s the Man.


+ yellowjacket486 on August 30th, 2011 at 8:03 am said:

kevin butler for president !!!!!


+ yellowjacket486 on August 30th, 2011 at 8:04 am said:

put that in your pipe and smoke it xbox


+ Aucifer69 on August 30th, 2011 at 8:06 am said:

Good to know he aint leaving :D


+ Williamsky on August 30th, 2011 at 8:06 am said:

You had me at Kevin Butler, He Rocks!


+ LordRaoh on August 30th, 2011 at 8:08 am said:

As always KB gets the job done.

Two things.

1. KB needs to be the actual host of Sony’s E3 Press conference. No insult to the former hosts, but sony conferences usually end up seeming more like board meeting than a press conference. KB is more like the Steve Jobs of Sony (at least in spirit since KB is a persona)

2. KB should get his own 15 minute segment/show on Qore or a web based 15 minute show. Something similar to ‘Family Guy’ where Peter Griffin had his own “What Really Grinds My Gears” news segment

keep up the great work


+ PirateHarlock on August 30th, 2011 at 8:15 am said:

4 days? really? Does anyone at sony even own a calendar? apparantly not. Kevins been gone clloser to 4 months. When the psn outage went away so did he. I hope sony gets a much needed revamp starting with its marketing lack of strategy. months to come up with this! smh.


+ pitythefool852 on August 30th, 2011 at 8:18 am said:

Kevin Butler has some great commercials… not all of them are perfect, but there are moments of genius within the whole “It only does everything” campaign.

Now, I really hope that Sony can extend some of that great marketing overseas too. The marketers in the United Kingdom have no clue, and here in Hong Kong apparently have no budget… I’m not sure about the rest of the world You could probably just export and localise KB ads over to many countries, and the results would be much better than what we have now.


+ StrykerIsland on August 30th, 2011 at 8:22 am said:

Great ad!


+ danduron on August 30th, 2011 at 8:24 am said:

Hahahahaha LONG LIVE KEVIN BUTLER!!! this commercial was great… at the new $249 price point, I predict that the PS3 is going to do some good business. That 3D TV looks mighty tempting too and it comes with Motorstorm Apocalypse and Resistance 3!


+ NeoHumpty on August 30th, 2011 at 8:29 am said:

Because everyone knows that you can’t say “It only does everything” after all the stuff you’ve taken away over the years. Oh, well. Maybe the PS4 will do some stuff when it first comes out, too.


+ Phillyblunz on August 30th, 2011 at 8:33 am said:

That made me LOL.


+ GoodFella2487 on August 30th, 2011 at 8:33 am said:



+ joseph2411 on August 30th, 2011 at 8:33 am said:

:O Long Live Play!


+ BOSTONJOHN32 on August 30th, 2011 at 8:38 am said:



+ Airwalkinman17 on August 30th, 2011 at 8:41 am said:

Oh hellz YES! That was so wickedly awesome. It deserves me clicking play again, and again, and again….. Playstation is truly where its at. Always has been. Its always been about the games and that is why I stick around and continue to support SONY. Playstation Nation Foreva!!!


+ ROLLdatKATAMARI on August 30th, 2011 at 8:46 am said:

CHAD WARDEN should be in one these commercials. am i the only one who remembers about chad daddy?


+ NYPUNK88 on August 30th, 2011 at 8:54 am said:

Butler! Butler! Butler! :D


+ SirTrigalot on August 30th, 2011 at 8:59 am said:



+ KILLO31 on August 30th, 2011 at 9:00 am said:



+ korgon117 on August 30th, 2011 at 9:00 am said:

Wow Kevin Butler is so awsome! He actually makes me pay attention to the TV during commercials lol.


+ xxnike629xx on August 30th, 2011 at 9:06 am said:

Only Kevin Butler can make PS2 backwards compatibility, PS3 at like $119.99 MSRP, and uh…everything else? … happen.



by the way, wouldn’t it be cool to see Kevin Butler make an appearance at Tokyo Game Show 2011? come on Sony!! make it happen!!!


+ arnoldmcguire335 on August 30th, 2011 at 9:33 am said:

Now for more KB ads! Way To Go KB! More power to you, king of PS3!


+ saintaqua on August 30th, 2011 at 9:39 am said:

I feel kinda bad for Economy Flooring since they lost him.


+ xiiego on August 30th, 2011 at 9:42 am said:

Kings of marketing, let me tell ya guys that right now. this will get people inspired to buy the ps3 system. this spot was funny and offered good footage of the games the ps3 offers, although Madden is multiplatform but whatever. cant wait to see these on the TV.


+ JAHoE on August 30th, 2011 at 9:46 am said:

Long Live Play !_!


+ perrandy on August 30th, 2011 at 9:55 am said:

LOL! the commercial is pretty funny.silly but funny still, i think that many ppl will be attracted to your products because of this.good marketing there :)


+ TheJLC on August 30th, 2011 at 9:58 am said:

KB Ftw!


+ VixDiesel on August 30th, 2011 at 10:12 am said:

No look flaming crossbow shot is just epic win.


+ htwyford on August 30th, 2011 at 10:13 am said:

This is….amazing.


+ pickupdoctor on August 30th, 2011 at 10:20 am said:

I am looking forward to see more of KB, I want to see him on line, on bilboards, on TV, on PSN, and everywhere else.

I wish we could get all of the KB adds on PSN, that would be great, there should be KB Network or something like that. And maybe we can get some 3D ads, that would be cool.


+ Mobius2525 on August 30th, 2011 at 10:36 am said:

I heard KB was back. LONG LIVE PLAYSTATION!!!


+ lyfestory on August 30th, 2011 at 10:42 am said:

welcome to High Traffic Gaming…: )

and to think, people really thought KB had left Playstation…. suckers..


+ Destiny89 on August 30th, 2011 at 11:00 am said:

haha thats too good

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