It Only Does Everything - New PS3 ad campaign

[+Audioboxer Subscriber²]

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 peak.

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

Two videos: http://blog.us.playstation.com/2009/08/27/...oes-everything/

The first video is great, I'm all for companies taking the **** out of their ability to keep things from leaking :p Second is okay, "whaaaats wrong with him?!". Still much much better than all those abstract ads and this is living BS.

edit: LOL rumour monger is wearing a keyboard cat tshirt! :p

Edited August 27, 2009 by Audioboxer

[Livin in a box]

First one FTW.

[Antaris Veteran]

I liked them :)

[Bhav]

:laugh: Like them both. Glad they're taking things in a positive direction.

[MistaT40]

Yeah I like cause I am a Nigerian millionaire hahahahahaa....I thought both was pretty funny though

[+John. Subscriber¹]

Quite good. I like them.

[Colin-uk Veteran]

lol they were pretty good :)

[sundayx Veteran]

$299 PS3? If only... wait

[The Teej]

Haha, I like these :D

They're awesome.

[Gotenks98]

It doesnt play ps2 games so there it doesnt do everything.

[Tech Star]

Except Voice chat. :p

I loved these the best out of the commercials from the U.K. and Japan. Sony is improving their game! :D

[Belazor]

They're funny, and unlike Apple's Get A Mac ads they don't slander the competition. They each show off a part of the product quite well because of it.

Rare to see these days...

[DrunknMunky Veteran]

It only does everything.....except cross game chat.....and cross custom soundtracks....or yeah you get the idea :p

Tbh, boring ads. They should be showing off their games and the experiences playing games. A simple "Now $299" at the end would do.

[Omar Hussain]

yes...well can it eat its own face? (theres a film joke there for those of you who dont get it)

[+Audioboxer Subscriber²]

Damn some of these old ads were terrible :laugh:

[Ricardo Gil]

WTF? Did I just see a couple of good PlayStation ads? Let me just check the window... yup, flying pigs, there they are.

[Tech Star]

WTF? Did I just see a couple of good PlayStation ads? Let me just check the window... yup, flying pigs, there they are.

There were other good ones!

[Sethos]

It doesn't mow my lawn thus it fails and this campaign is null and void.

[Xerino]

better than this... this was just freaky!

[Boz]

I loved it :) Quite refreshing approach in advertising..

[Tech Star]

better than this... this was just freaky!

I loved that ad! :D It was legendary because of its difference from other ads! :p

[semifamous]

It Only Does Everything

except backwards compatibility, because we took that out a while ago

and run Linux because we removed that feature too.

[DPyro]

It doesn't mow my lawn thus it fails and this campaign is null and void.

You should read the fine print :p

[Sethos]

You should read the fine print :p

Never!

[Coldgunner]

Best Sony ad ever.