PS3 ad deemed violent, condones anti-social behavior?

by Nick Doerr { Aug 8th 2007 at 9:30PM }

If you ever come across a mercenary soaking in a tub, you had better run, because he's "killed for less", as the recently pulled UK ads said. The ads ran on the internet, TV, and print media and all featured a gun and knife-toting mercenary called Kovac. He apparently glamorized and/or condoned violence, thus the ads gathered a total of 23 complaints. You'll recall this is banned, but ads featuring a girl sitting on a toilet are perfectly acceptable. One of those weird "violence is so evil, but appealing to sex is A-OK!" cases (just look at the whole "this is living" commercial on YouTube, so long as you're over 18). Does the mercenary-featured ad really condone violence and anti-social behavior? Let us know what you think.

[via Next-Gen.biz]

Tags: sony

Reader Comments (Page 1 of 1)

Darkdrium777 @ Aug 8th 2007 9:53PM

Well obviously that commercial is really weird (as well as the others from the "This is Living" series) and I still don't relate them to the PS3 anyway I can think of, except for the fact that having a PS3 is living maybe (That may be a little forced though ^^), but I wouldn't say it gives an excuse for violence and anti social behavior in our society. In fact, I think it sends out a message telling the people watching that what they think is living actually isn't, so it's kinda like a motivator to get people out of the violence and back into social relations. At least in my opinion I think the same way as this guy does, I wouldn't consider being "employee of the month" something to live for, I'd rather enjoy the time I pass with other people instead.

Nuge32 @ Aug 8th 2007 9:55PM

Well honestly I think whats wrong with this country is we allow violence but are strict on sex. Sex is natural, its what we were put on this planet to do. But shooting each other not so much. A lil slap and tickle never hurt anyone.

Darkdrium777 @ Aug 8th 2007 9:58PM

Just one more thing however(There should be an edit your post button here), I could see this commercial being banned for the last thing Kovac says: "But there's one thing I know for sure: one man's living, as another man's dying." Apart from that, I believe it's just a commercial with a weird message related to the PS3 some way I can't seem to grasp.

Tim @ Aug 8th 2007 10:27PM

God this is fucking bullshit. Anyone mentally handicapped enough to be offended by these adds should just keep their fucking mouths shut.

Granted these ads are fucking stupid, and Sony should have done an ad campaign that was more compelling, but anyone complaining about these ads about any "Moral" issue is just a fucktard. Plain and simple.

Alex_p. @ Aug 8th 2007 10:40PM

uhm yea i dont see any which way this is related to ps3 at all. i find it extremely weird, so im guessing thats what the producer for this ad was going for because it sure doesnt make me think i want a ps3(even though i already have one).

Tonbo @ Aug 8th 2007 11:22PM

This is pretty disgusting and I feel a little weird for owning a PS3 after watching this. Ofcourse I would never have watched it if it hadn't received so much press for being over the top sick and disturbing.

I agree with Nuge32, our values are backwards.

Jeff @ Aug 9th 2007 12:17AM

Sony should use that commercial on the Official PlayStation Blog. That commercial is excellent, but instead they use this. No wonder nobody is buying a Playstation 3, they think about it but then they see stuff like this and decide not to. This commercial is stupid, I had trouble understanding what he was saying, then when I could understand him I wish I couldn't. I wouldn't have watched this if it wasn't for the buzz around it.

The only remote connection to the PS3 I can get is maybe you can't live without a PS3?

Jay @ Aug 9th 2007 12:35AM

MAN YOU FUCKING CRAZY? NO DISRESPECT BUT DAMN I THINK EUROPEANS ARE SOFT. I MEAN JESUS THIS IS NO MORE VIOLENT OR CRAZY THAN MOSAT RAP VIDEOS OR MOVIES OR COMMERCIALS OUT THERE... SHUT THE FUCK UP TELLING ME THAT IT GLORIFIES VIOLENCE, FUCK YOU!

nobody528 @ Aug 9th 2007 12:59AM

Uh oh, someone call GeekSquad! It looks like Jay's capslock is broken.

Consolcwby @ Aug 9th 2007 2:13AM

Watching this all the way through I couldn't help but wonder: Is he going to get a Cadbury or a Mars bar?? I'd get the Cadbury. =D

naruto007 @ Aug 9th 2007 3:13AM

sony´s ad are the sickest ad you will ever see on your life... makes you thing what goes on the mind of people that create them... xD

carl @ Aug 9th 2007 3:37AM

The UK authorities are going through a bit of a Nazi phaze at the moment- a bit too ready with the totalitarian ban hammer.
"Lets blame all societies ills on...games!"The world's top scapegoat! (yawn)
This advert is the cause of gun crime in Manchester and London's criminal fraternity!
Just because a couple of incorrectly hormone-patched, sex-starved, dried-up old housewives complain about something is not reason to ban it, especially something as innocuous as the Kovac clip- but hey, the ban as always, has precisely the opposite effect to its intention- now lots of people have taken a look at this clip whereas before it was largely unknown- so thanks to these frustrated, sad freaks with NO life and the reactionary knee-jerk totalitarians- thousands more people have viewed the clip.
I liked the "this is living" campaign. I wasn't aware of its spin off adverts such as Kovac- I am now! so thanks for the heads-up you scapegoating ban-nazis! lovin' your work!

Ian @ Aug 9th 2007 4:40AM

Couple this ad with the story that 60% of PS3 owners don't know about the Blu-Ray player in their machine and I can see a pattern emerging... An advertising campaign which doesn't reference the PS3 at all and a lack of (potential) customer knowledge of their next-generation games console.

In the English version of 'The Apprentice' Sir Allan Sugar lambasted a team who presented a commercial for an imaginary product when the commercial didn't make clear references to the product. It's fair to say that he almost made them cry from embarrassment! I wonder whether Sony's European advertising department were watching?

cheese @ Aug 9th 2007 6:54AM

To me, these ads represent how much less corporate drivel-infested media that Sony puts out in comparison to Microsoft, that we should not strive for mediocrity and enjoy life, venture out some, splurge. Hell get a PS3 instead of the "so many choices" crap that MS shovels out, pimping all their proprietary accessories. You buy a PS3 and you're done. There's no stupid gamerscore that just sits there like an invisible e-penis, pseudo ego booster--so what your score is 50,000 pts, you wasted how many hours of your life playing a game?

To me the Playstation has always welcomed anybody and everybody to be part of the experience and I thin that is why Rockstar hit it big with PS2, being a kind of indie label that it was. Now that big money is involved, we see stuff like delays and crap popping up. This is not how it used to be back in the days of PS2, and as far as I can tell Sony is committed to bringing things to us on time, or at least as soon as possible, even if they have to eat some profits to do it.

Nuge32 @ Aug 9th 2007 7:44AM

@ 13

You are definitely right about the not making clear reference of the product. Taking an intro to marketing class for a minor and the professor, who's a ceo of some random ass company, says that all the time. You can't sell anything if you don't tell anyone about it, and if I was one of the more oblivious people in the world. I would have no idea what that crazy bastard was taking about, let alone that whatever hes talking about can apparently play Hi-Def Blu-Ray movies. Nothing wrong with being artistic in advertising...but you still have to actually advertise. Just my opinion. They major is computer engineering if ur wondering btw.

Metoo @ Aug 9th 2007 10:50AM

Sony PR people should be fired for their totally pointless, non-gaming related ads, but I can't say I can complain about the skin in these ads!

MYPS3KilledMy360 @ Aug 9th 2007 11:45AM

i like this commercial it kind of reminds of GTAIV everytime. I think its trying to say dont do these thiings in the real world buy a PS3. well thats just my guess.

rockeranimefreak @ Aug 9th 2007 1:03PM

i loled current ps3 owners scare me :P "now if you'll excuse me,I need to go and buy myself a bar of chocolate!" haha weirdo.

Anghel @ Aug 9th 2007 1:18PM

I like the commercial too. I think people are analyzing it too much. I believe the message here is just to rethink your priorities in life and be proud of things that truly make a difference in life. That includes not being a nutcase like this guy who is obviously a menace to society. As far as relating to the PS3 I agree with MYPS3KilledMy360. You can play out your violent fantasies on the PS3 but in real life strive to reach meaningful goals and don't act on your violent desires or you will become like this crazy guy.