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Aug 27

Aug 27

It Only Does Everything

Peter Dille's Avatar Posted by 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

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sharpshooter04 said:

August 28th, 10:55 pm

Ok everyone take a moment of silence. “Thank you Sony, for making this amazing gaming system thats better than all of the other ones, and making it possible for gaming companies too make awesome exclusive games for the PS3 like Killzone 2, Little Big Planet, and even uncharted. A-MEN

cheifhung2low said:

August 29th, 12:06 am

i dont know about all the it doesn’t do everything guys. mine does HaHa

500gb launch 60gb

good ads. what sony needs to do to make the ps3 better

xmb run smoother faster
take out the whats new
give the U.S. and canada the vidzone and PlayTV deals
make the code voucher part of the xmb
cross game chat
in game music
not so many updates
online status and clock customizable (size location on screen)
update the store every tuesday like 360
get rid of the information board
add a search function for movies and music stored on the harddrive
add more codecs to the ps3 (.mkv)
have more online tournaments prizes
make trophies worth something
ability to emulate ps2
ability to emulate nes snes genesis n all games with price (upscaled or whatever to make it look better on hdtvs)
the option to delete multiple messages

these are things that come off the top of my head

amigaice2 said:

August 29th, 12:11 am

Great Ads, it going to sell a lot of PS3s but it should say It Just does Everything *if you own the 60gig. Because it does not play do PS2.

To all those who say who plays a PS2 games on a PS3. I do. I have 3 ps2 systems, a PS3 and a PSP. My kids have the ps2s in there room, PS3 in the living room. Sony still sells the PS2 and makes games for it. Why they stopped BC is beyond me. PS3 60 is the first system to have a good wireless controller and Have a good laser so you don’t get the Read Error all the time. You can use interlace mode on games like Ratchet and clank UYA. Plus you can get cheap games. I can’t afford every game when they come out at $60 no matter what game it is. So YES people do play Ps2 games on there PS3.

morris_family said:

August 29th, 12:33 am

But is the DAMN thing backwards compatible….

Hell can I send in my fat PS3 and get a slim?

sharpshooter04 said:

August 29th, 9:04 am

hey cheifhung2low u can delete multiple messages and id rather the store be updated daily anyways

MegaClank said:

August 29th, 11:46 am

Lawl, I love it.

Nodnol212 said:

August 29th, 2:44 pm

its 299 because it lacks backwards compatibility and otheros(linux) and other things like that.

you had your chance to get a ps3 that did it all for 700$ i paid the full price i am glad to see people who dont want to pay the full price get less features.

if it could do more then my lauch i would be pissed. but it cant so i am not ^^

Erdie said:

August 29th, 7:45 pm

I’ll admit, I’ve never liked the PlayStation ads, but these two are great! Well done!

C’mon!

And to those complaining that it doesn’t do everything because it’s no longer PS2 compatible, that holds about as much weight as saying it doesn’t build fences. Completely irrelevant.

Mero84 said:

August 29th, 11:59 pm

awesome ads, loved the second one. although the ad name “unsatisfied girlfriend” might easily be misinterpreted, but that is half the fun.

Achu539 said:

August 30th, 12:15 am

These are just fantastic spots, now hopefully the Playstation will get the attention it deserves.

Band2eto said:

August 30th, 12:25 am

GREAT commercials Sony! Keep up the amazing work. You guys totally deserve all the compliments and praise, for all the content, content and more content you guys keep pushing out.

Please ignore all the haters and Xbot jerks. Seriously, GTFO you punks!

*Give Jack Tretton a raise!* XD

da_bid said:

August 30th, 7:03 pm

lol. very, very awesome ads SONY. Although it truly can do everything, I hope you don’t lose focus on the PS3 as a gaming console. I think this is really what the PS3 truly is, and a multimedia system second. A lot of people who are on the fence, don’t really realize what power the PS3 is capable of, especially when compared to the competitors. Maybe a tv ad putting those ‘other consoles’ to shame by showing the PS3 exclusives and their unmatched graphics, storytelling, cinematics, power, etc (i.e., can your console do this? 256 muliplayer in MAG). Great job Sony! PS3 for life!

Priusmudfly said:

August 31st, 6:42 am

It would be nice if the PS3 added .mov support for video playback. Next firmware update?

DjHYperio said:

August 31st, 3:18 pm

The second one is great! haha

furbiesmustdie said:

August 31st, 4:13 pm

it’s nice to see some less obscure commercials ie: that baby ad for the 60gb. that one was just scary.

CrusherX said:

August 31st, 9:39 pm

COME OOOOON.

LeonKaiser said:

September 1st, 4:17 pm

Lol love these commercials, well done Sony!

Brandon1988-- said:

September 2nd, 11:07 am

Well after having the ylod a few times on my 80 gig Ps3 fat model, I made the move a few days ago to purchase the Ps3 Slim. Overall I am pleased with it, yeah it doesn’t look as nice as the Ps3 fat but who cares. It runs much cooler and it is smaller and slimmer. I like the Ps3 slim even though some people might not purchase it based soley on just looks!

WARRIOR_36 said:

September 2nd, 4:51 pm

No it doesn’t do everything! 2 Words..Backwards Comp.

WooTownMafia2 said:

September 2nd, 5:42 pm

lol oh so tiny, but not so shiny

WooTownMafia2 said:

September 2nd, 5:43 pm

i have one of the original ps3’s that is backwards compatable and i’m debating on whether or not i should trade in my original one for the slim.

mobiuz3 said:

September 4th, 6:21 am

Sony, I’ve been a fan since the first PS. Own both PS3 and 360.

I prefer the PS3 gameplay, but where, if it can do everything…

Where is the private and party chat in-game.

Home does nothing while your playing a game.

Hence, getting (along with friends with both systems)..Modern Warfare 2 for 360.

Come on Sony….(yes..I’ve emailed cs).

Slant6ix said:

September 7th, 1:33 am

It only does everything, except MKV :P Come on Sony when will ‘ya give us a simple codec!

MoabBoy said:

September 8th, 11:18 pm

Preferred the Nigerian Millionaire version

Xareena said:

September 10th, 12:34 pm

Great ad! When is it coming to europe? This is exacly what the ps3 has needed from the word go! I am so happy that more people will know the brilliance of the ps3! PS3 FTW!!!

CaptainGillette said:

September 10th, 12:56 pm

Why do we get clever ads like this instead of freakish people making noises and faces like the Japanese ads? :)

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