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Sep 10

Sep 10

It Only Does Family Togetherness

Peter Dille's Avatar Posted by

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

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OmegaSpartan08 said:

September 10th, 12:02 pm

keep em coming! like the new ads!

    Peter Dille's Avatar

    Peter Dille said:

    September 10th, 5:23 pm

    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.


TrueLink00 said:

September 10th, 12:02 pm

Wow, that was funny and all so wrong.

VanilaGorila-x- said:

September 10th, 12:02 pm

That’s awesome, keep em coming.


naruto_hinata said:

September 10th, 12:03 pm

LOL! Thats the power of a playstation 3!

ManicThunder said:

September 10th, 12:05 pm

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 said:

September 10th, 12:06 pm

I love these videos. Great Job!

drew327 said:

September 10th, 12:07 pm

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

Zookey said:

September 10th, 12:08 pm

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 said:

September 10th, 12:08 pm


NARDE15 said:

September 10th, 12:09 pm

I want a puppy!

ExPresident said:

September 10th, 12:09 pm

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 said:

September 10th, 12:10 pm

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.

    Peter Dille's Avatar

    Peter Dille said:

    September 10th, 5:24 pm

    Great idea – we\’re on it!

Cjdamon042 said:

September 10th, 12:10 pm

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 said:

September 10th, 12:12 pm

I hope there’s a Gran Turismo 5 one…

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

    Peter Dille's Avatar

    Peter Dille said:

    September 10th, 5:25 pm

    Oh, we have one for GT5 all right…

Misfit-Hawk said:

September 10th, 12:12 pm

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

CEK111 said:

September 10th, 12:12 pm

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 said:

September 10th, 12:12 pm

lmao these commercials are freakin awesome keep it up guys

thepatriots said:

September 10th, 12:13 pm

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 said:

September 10th, 12:13 pm

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 said:

September 10th, 12:13 pm

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 said:

September 10th, 12:13 pm

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

Gray-Fillabuster said:

September 10th, 12:14 pm

haha, made me laugh again. Congratulations.

dehumanizer_666 said:

September 10th, 12:14 pm

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

The1stMJC said:

September 10th, 12:14 pm

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

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

PirateThom said:

September 10th, 12:15 pm

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

Nice one! :P

Wollan said:

September 10th, 12:19 pm

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

nmoe said:

September 10th, 12:20 pm

Ad is great.

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

    Peter Dille's Avatar

    Peter Dille said:

    September 10th, 5:27 pm

    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 said:

September 10th, 12:20 pm

Another good ad, I like this campaign.

Invicta2 said:

September 10th, 12:20 pm

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 said:

September 10th, 12:20 pm

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 said:

September 10th, 12:21 pm

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 said:

September 10th, 12:21 pm

You should see the smile that left on my face.

NeoUltima said:

September 10th, 12:21 pm

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

TakiFuGu said:

September 10th, 12:22 pm

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.

    Peter Dille's Avatar

    Peter Dille said:

    September 10th, 5:29 pm

    Check reply to post #1…

darkwing75 said:

September 10th, 12:22 pm

You guys are on a roll!!!!

terrabliss said:

September 10th, 12:22 pm

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!


September 10th, 12:23 pm

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

Gr00v3r06 said:

September 10th, 12:24 pm

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 said:

September 10th, 12:24 pm

I want to see them on the TV.

Sponge-worthy said:

September 10th, 12:25 pm

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 said:

September 10th, 12:25 pm

I demand MOAR! :D

bluedice said:

September 10th, 12:26 pm

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 said:

September 10th, 12:26 pm

love the new ads keep up the good work.

cowboyd21 said:

September 10th, 12:27 pm

Great ad LOL i been seeing them everywhere.

Destiny89 said:

September 10th, 12:27 pm

Very nice

KillerBread said:

September 10th, 12:28 pm

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

GibbShift said:

September 10th, 12:30 pm


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 said:

September 10th, 12:32 pm

Sony stole that guys family. :(

AFreak3000 said:

September 10th, 12:32 pm

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 said:

September 10th, 12:33 pm

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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