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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.

Peter Dille

Add Your Own

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Sponge-worthy said:

August 27th, 12:59 pm

Seeing/hearing this more and more:

“It Only Does Everything”*

(*excluding the vast and legendary library of PS2 games)

Keep those 60GB SKUs nice and clean people!

Santhiel said:

August 27th, 1:03 pm

It only does everything…EXCEPT PS2 BACKWARDS COMPATIBILITY >:( >:( >:( >:(

superstewie said:

August 27th, 1:05 pm

these ads are actually funny.

that’s something i would say ;P

superstewie said:

August 27th, 1:07 pm

v/p of enough is enough.

nice microsoft bash :)

Scarface3010 said:

August 27th, 1:08 pm

Very Funny ads. These are the exact ads that Sony needs. Is this a new marketing firm? If not, finally they got it right.

superstewie said:

August 27th, 1:09 pm

@302 c’mon!
a PS2 is like $79, c’mon!!!!

your just being a dorkweed.

killamasta said:

August 27th, 1:11 pm

I loved the girlfriend one.

Funny AND informative!

racingeagle94 said:

August 27th, 1:14 pm

I like that the scrolling sounds like the XMB

DWeezy91 said:

August 27th, 1:22 pm

I love these commercials!

And for the people who try to correct the “It Only Does Everything” motto, get a grip. My PS3 can’t talk or cook for me, either, but it does more than any other console. Think of it as a figure of speech. No need to act like a know-it-all.

MDVR said:

August 27th, 1:29 pm

Kudos guys… just have to keep them rolling

Fabolous1earth said:

August 27th, 1:29 pm

This is amazing Sony!!! I was wondering when you guys were gonna get back on the advertising side lol… I love these ads though, keep it up… but I agree with the guy on the 1st page: The Universe of Entertainment commercial is the best I’ve ever seen… Good Job again

Keyeszx said:

August 27th, 1:31 pm

I liked these. They are funny.

megs1120 said:

August 27th, 1:32 pm

Great job!

ixnine said:

August 27th, 1:33 pm

I’ve already watched both commercials about a dozen times. lol


Fluxi1234 said:

August 27th, 1:38 pm

great ads!

Aotar said:

August 27th, 1:39 pm

Better than the other ones (they’re all terrible). I love PS, but their advertising has been seriously crap from an advertiser perspective. These ones are not that bad, though.

RaymondBel said:

August 27th, 1:47 pm

Did Sony just gave us the mean to bring them to court over false publicity? They say the PS3 can download movies or TV shows… well this is a lie, the PS3 can’t download movies and TV shows here in Canada.

Onna76_NL said:

August 27th, 1:49 pm

@RaymandBel, that’s why its an “US” commercial ;)

If you have ideas for commercials can you send them in and if so, where?

Luke64 said:

August 27th, 1:52 pm

Excellent ads! Funny, and FINALLY get the message delivered! ;)

Animespora said:

August 27th, 1:55 pm

Amazing… i love it. Playstation will own 2009 and beyond.

jimmyhoffa82 said:

August 27th, 2:03 pm

love that second commercial!!!


BiezulbubBill69 said:

August 27th, 2:05 pm

These commercials are freakin’ awesome! I love ’em!

Protohype said:

August 27th, 2:05 pm

Dear PlayStation,
Omg! These ads are friggin’ dope.

Joe97081649 said:

August 27th, 2:10 pm

Pretty funny ads! You should start airing these asap. Ssy Sunday Night Football!hint hint. Go Broncos!

quiomar01 said:

August 27th, 2:12 pm

“He hates candles too..”
“come on!?”

random yet funny

smokey_vols said:

August 27th, 2:13 pm

Great, great ads.


Always keep the “Playstation” sound at the end of the adds. Never take that away, it’s classic.

WackyWeedCreed said:

August 27th, 2:14 pm

Awesome ads, you guys should mention that PSN is free.

RaymondBel said:

August 27th, 2:16 pm


It might be a US commercial but they use the same slogan on the Playstation Canada site… “It only does Everything”… still a lie.

DemonOfRazgriz07 said:

August 27th, 2:16 pm

haha great new ads, but my favorite will always be the Universe of Entertainment. that Saliva song makes it a real hard hitter.

Arion87 said:

August 27th, 2:16 pm

You should say “It only does less than it used to”. Sorry for being harsh but its true. I am angry because if I ever had to get another PS3, I would never be able to get one with memory card readers and 4 USB ports thanks to Sony. Im a hardcore fan that bought the PS3 on day 1 and now u abandon me

DTS_MAN said:

August 27th, 2:18 pm

i like this ad campaign….very nice

RaymondBel said:

August 27th, 2:18 pm

Funny that the French version of the sloagan says: “It does Simply, Everything.”

Bones1987 said:

August 27th, 2:32 pm

Love the new ads, they’re great! Keep up the good work!

mprunty said:

August 27th, 2:33 pm

Two of the best PS3 commercials I have seen so far. This will definitely appeal to the older crowd, while enticing the youth.

Long live PlayStation 3?, no no no… PS3 Slim?, no no no… PS3. WOOHOOO!!!!!!!!

VladDracul1431 said:

August 27th, 2:36 pm

The first one was good. The second…hilareous…I think Sony’s finally getting it.

Thrasher20 said:

August 27th, 2:39 pm

Wow sweet stuff guys!

Conrad_Max said:

August 27th, 2:40 pm

That second commercial was very funny. Brilliant!

TrueSurerBoy said:

August 27th, 2:41 pm

I just got my PS3…

Timewalker-Ben said:

August 27th, 2:53 pm

“It Only Does Everyting” ?… cant play PS2 Games…

superstewie said:

August 27th, 2:53 pm

c’mon get it :D

Heavenly_king said:

August 27th, 3:07 pm

those are awesome, but you should make an Uncharted (and any other exclusive) tv spot that ends with the part of “in only does everything and the 299 price”

ZGMF-X19-20A said:

August 27th, 3:08 pm

These advertisements are a lot better than the ones back in 2006. If these commercials it the televisions, then it would bring more awareness to the console. I personally love these ads.

adrianhensler said:

August 27th, 3:12 pm

“you are probably aware that you can now download more than 2,000 movies without even leaving your couch” …. Yes, I can do that in Canada. Just not with the PS3.

TheInfectedBy590 said:

August 27th, 3:14 pm

Love it! :D Can’t wait to see them on tv!

ADR143 said:

August 27th, 3:22 pm

dam nice add

ne4ious said:

August 27th, 3:23 pm

2009 is the year!
feels good to see the so called “next-gen” machines in the rear view mirror. its time for them to eat some dust.

ChocoDK said:

August 27th, 3:25 pm

Wow I got to say those are two excellent and humourus commercials you have created Sony. Its to bad that I won’t be able to watch them on TV in Canada.

I also think the spokesperson for Sony in the commercial(s) was the perfect person to choose.

Dakken66 said:

August 27th, 3:30 pm

Ive lost faith in sony. my ps3 is just over 1 year old now and it stopped working for no reason. I called sony’s tech support and they said they could fix it for 160$> I know repair jobs are never any good been there done that.I will never spend another dollar on sony products. I will trash the ps3 and sell my psp. Im done. Seems wierd that the machine expires shortly after the warranty. Guess I should switch companies to support. There are others. So long Sony.

D-Squad3 said:

August 27th, 3:32 pm

Awesome, they better show this a BUNCH of times on TV so everyone will know!

jimmy903 said:

August 27th, 3:33 pm


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