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Sony France Compares PS Vita to Four-breasted Woman

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#1 Asrokhel



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Posted 03 November 2012 - 17:10

The French arm of Sony Computer Entertainment has published a PlayStation Vita ad that certainly pushes the boundaries of sexism.

The magazine ad, which was spotted by Kotaku, compares the Vita with its front touchscreen and rear touchpad functionality to a woman with four breasts.

The tag line is "Touch both sides, twice the sensations”. You can see the ad below.

On the face of it the ad is quite clever and certainly would do a good job of accurately reaching the target market. And lest we forget, the sensibilities of our French amis are typically somewhat less reserved than we’re accustomed to on this side of the channel.

But nonetheless, in the current climate where sexism in the games industry is one of the hot topics of the year, it’s certainly a risk to run with such a creative.

It is therefore appropriate then that a Sony UK rep told MCV the ad is not something that would necessarily be considered for the UK market and that each European territory office has a degree of flexibility in their marketing approach.

What is considered appropriate in one country or territory would not be in another. Common sense, really.

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#2 siah1214


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Posted 03 November 2012 - 17:13

Sony needs to fire their Playstation marketing department. They're worse than Microsoft when it comes to weird nonsense ads.

#3 Enron


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Posted 03 November 2012 - 17:16

Does this mean you need 4 hands to play?

#4 vetneufuse


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Posted 03 November 2012 - 17:29


#5 Colin McGregor

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Posted 03 November 2012 - 22:21

lol uptight girls and neutered guys getting mad over an ad lol

#6 DPyro


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Posted 03 November 2012 - 22:30

Sony needs to fire their Playstation marketing department. They're worse than Microsoft when it comes to weird nonsense ads.

They did, and then came up with the Kevin Butler ads.

#7 Louisifer



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Posted 03 November 2012 - 22:33

Where can I find this 4 breasted woman? I would prefer to do my own comparing :shiftyninja:

#8 SlimShady



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Posted 03 November 2012 - 23:01

It's not that bad, c'mon. So many beer commercials are way worse.

#9 Phouchg


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Posted 03 November 2012 - 23:14

Freud was right.

#10 Growled


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Posted 04 November 2012 - 00:23

What in the world was Sony thinking?

#11 vetcashman


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Posted 04 November 2012 - 11:04

Perfectly targeted advert in my opinion. You wouldn't put this on American soil of course, but in France. Perfect.

#12 Aethec


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Posted 04 November 2012 - 11:09

It's not shocking or whatever, it's just ridiculous.

#13 +-T-



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Posted 04 November 2012 - 11:20

Heh, that's funny. Why does noone else here have a sense of humour

#14 +Nik L

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Posted 04 November 2012 - 11:33

My first thought? Sleeping would be uncomfortable!

#15 Max Norris

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Posted 04 November 2012 - 11:36

Showed this ad to my wife last night, told her "I want one of these for Christmas. Oh, and a Vita would be nice too."

The bruises are still pretty sore.

On topic, it's clever, a little juvenile maybe but got a chuckle out of it. Would never fly in the US of course.