Sony set to launch its biggest hardware ad campaign
by Chris Powell 
{ Nov 1st 2007 at 4:30PM }
Most gamers and industry critics alike have long said it was only a matter of time before the PlayStation 3 got its legs underneath it and came out swinging. It seems that time has arrived as this weekend will not only mark the 40GB PlayStation 3's official launch in North America but also Sony's largest-ever hardware marketing campaign to promote its new console.
The marketing push will center around several 30- and 60-second commercials that feature the lower-priced unit, Sony's recent and upcoming first-party and exclusive titles, the PS3's Blu-ray capability, Home and the PlayStation Network, Vice President of Marketing at SCEA Peter Dille announced on the PlayStation Blog. "Beyond the brilliant HD games that the PS3 delivers, you'll also see a big focus behind the PS3's Blu-ray movie capability and, for the first time, you'll see a major focus behind the PlayStation Network and the exclusive gaming content available on the PlayStation Store, as well as break through services like Home," he wrote.
"Add to that the inflow of great games and a PS3 brand campaign - our largest ever behind a hardware platform - and we think it's going to be a great holiday season for PS3," Dille wrote. In the past, we've been critical of Sony's past marketing attempts of the PlayStation brand, but we think it's right on track with these new TV spots. However, only time will tell if this new push will create the consumer awareness that translates into the desired hardware and software sales.
Reader Comments (Page 1 of 1)
ShawnShady @ Nov 1st 2007 4:50PM
It's about time!!
Dylan @ Nov 1st 2007 4:58PM
As much as I don't usually like marketing, that was impressive. I don't like the lack of BC on the $400 one, but since I already have a PS2... Well, its tempting. I had already decided to get a PS3, but that ad was the perfect combination of artsy and effective. I like the whole multimedia monster thing. Only one problem, Home isn't implemented yet, and they advertised it. Wonder if their going to release it earlier than we thought, or if its just a "we will have this soon" thing. They will hear no end in grief for that, if Home doesn't comes out soon.
Solace @ Nov 1st 2007 5:08PM
just showed this to one of my friends.
40gb PS3? sold.
he wasn't a PS2 gamer, and backwards compatibility didn't matter to him, so this was the perfect thing to push him over the edge. well, that and i promised to let him borrow some games. lol...
boxmyth @ Nov 1st 2007 5:12PM
I already own one, but now I want to buy 3 more!
No really, I am very happy with the system and I'm glad they're doing commercials that normal people might find interesting.
Anyone know what song that is?
Col. Angus @ Nov 1st 2007 5:16PM
Ladies and Gentlemen by Saliva
Andrew @ Nov 1st 2007 5:18PM
boxmyth:
The song is Ladies and Gentlemen by Saliva
Pestilence @ Nov 1st 2007 7:03PM
Wow, that was an impressive ad.
john @ Nov 1st 2007 5:27PM
That was one of the sickest commercials I’ve ever seen! Two thumbs way up high!
Proud Owner of PS3
Akamaru @ Nov 1st 2007 5:30PM
That commercial just rocked my fakkin face off!!!!!!
WOW. Best. Ad. EVAR!!!!!!
"check if your still breathing"...indeed!
The Clunge @ Nov 1st 2007 5:34PM
Damn! Now that's more like it.
MORE OF THIS, SONY.
mccomber @ Nov 1st 2007 6:10PM
It's like the last year was warm up, and now the console is actually launching. Hope the fresh start is entirely in Sony's favor, should be a good holiday season for the Playstation.
James @ Nov 1st 2007 6:23PM
I like it, did anyone notice that new sony logo that was posted weeks ago. Its at the end in blue. it looks HOT! I hope they start using it more.
Popfrogs @ Nov 2nd 2007 2:41PM
Ok, now I'm impressed. Good job, Sony finally got some people without extra chromosomes behind the PR department and a strong marketing push.
These commercials were just abstract enough to stay interesting but still focus on the console's strengths. Oh and the song rocked.
Tim @ Nov 1st 2007 8:36PM
GOD! It took them long enough. Finally they make an add that is cool, but also pitches the console well. None of this "This Is Living" horse crap.
Don't stop the music Sony!
The_Doctor @ Nov 1st 2007 7:21PM
I'm really excited about this. I'm really looking forward to see more people purchase this awesome system. The bigger the fanbase, the better games we will get. Good stuff Sony! You're finally heading in the right direction.
MRBlue @ Nov 1st 2007 8:11PM
INCREDIBLE!!! The song was awesome. I'm a big "Breakin' 2" fan so I was really jealous when MS picked up the "Din-Da-Da Din-Doh-Doh" song for their "Jump In" campaign but this blows that out of the water. Especially when paired with the awesome, super sick, super slick 3D graphics mixed with in-game footage.
This could very well be the best Playstation ad EVER! Makes all their other ads seem like they were crafted by a 6 year old.
Love the inclusion of Home and I was actually impressed by the "obese" PSN logo in 3D. If this doesn't sell PS3's nothing will.
lebeau @ Nov 1st 2007 8:21PM
Love that ad. Fantastic!!! I have all three with 360 being my favorite but that ad would have made me purchase or want a ps3 if I didn't have one already.
John @ Nov 1st 2007 8:38PM
Perfect. Hope they upload it to the network so I can watch it in HD lit.
Brian @ Nov 1st 2007 9:59PM
I bought this system as a Blu-Ray player and absolutely love it for this. As for games, I'm quite ashamed at this Company. This system needs a lot more than commercials to bring it back into the spotlight. I don't ever remember a console getting so many facelifts in the first year of availability.
Rasta @ Nov 2nd 2007 9:46PM
WHOOA This was truly breathtaking, so incredible... I mean... You really can't get any better than this. The song alone got me so hyped up for it, it's almost like this song was made for this ad. I gotta say they just killed it with these ad's, just killed it.
Carl @ Nov 2nd 2007 12:06AM
Great Ad. But putting Home there is a BIG Mistake. It's not coming till next year. People will complain because they are expecting Home when they start using the PS3 and its not there.
theonedub @ Nov 2nd 2007 12:09AM
The commercial is playing on tv already, just saw it on TNT HD during the Sonics/Suns game.
Makiyura @ Nov 2nd 2007 12:25AM
that was freaken awesome, now i want one! great song choice!
Aurvant @ Nov 2nd 2007 9:39AM
O_o....that was awesome.
That has got to be the best advertisement I have ever seen since the Gears of War ad. If you really look at the ad and how it is synced with the music it's actually VERY impressive.
The best part has to be when the song says "Please come inside" and it shows the welcome mat that says "Welcome HOME" I was all like *goosebumps*
Kenology @ Nov 2nd 2007 12:07PM
That was an excellent commercial. I loved it. I think we'll see increased business on the PS3 front.