How not to advertise the PS3
by Chris Powell 
{ Nov 4th 2007 at 4:00PM }
Although we've always thought the European's taste in just about everything is rather odd, this commercial raises that bar to an entirely new and utterly disturbing level. However, while most Sony commercials have always retained their oddity, they haven't always been bad. Anyone remember I am the Wolfman?
[Thanks for the tip, Tom!]
Reader Comments (Page 1 of 1)
Justin @ Nov 4th 2007 4:10PM
dot dot dot
Guy Gildersleve @ Nov 5th 2007 11:38AM
...... this isnt the eu ads....... well yet that is
at the momant its all about spiderman 3 and its blu-ray compatabilities
Heck i saw a ps3 ad today and this isnt it (yh im from the eu, uk more specifically)
though i do remember this advert or something simular and that was advertising Blu-ray Seperatly....
This can be a video edited by some one to make it look like its for the ps3 cause there was a advert like this that was advertising a Sony blu-ray player THAT WASNT A PS3
jitty @ Nov 4th 2007 4:32PM
At least it was short and to the point (eventually) unlike that other ridiculously long "this is living" commercial...
Hashbrown_Hunter @ Nov 4th 2007 4:36PM
W
T
F
Hollywood Ron @ Nov 4th 2007 4:40PM
Wow, that's awful. That's like MST3K awful.
ruibing @ Nov 4th 2007 4:43PM
Stop it with this series of commercials, or at least get some really good poll on just how well these are received. I find it hard to imagine they are going "OMG I need a PS3 right now" and then runs out of their house and buys one after seeing this.
Justin @ Nov 4th 2007 4:51PM
On a much better note, i JUST saw the cool commercial that they were advertising earlier...
during the BIGGEST FOOTBALL GAME OF THE YEAR (so far)!!!!
Way to GO SONY by paying for that premium time slot.
I think they're on the right track now.
Simstim @ Nov 4th 2007 5:07PM
Crazy Europeans with their post modernism.
pj @ Nov 4th 2007 5:20PM
What do you think?
http://poll.2muchtime.co.uk/
Mak @ Nov 4th 2007 6:04PM
Come on Sony, sack your European marketing, it's shamefull.
Ben @ Nov 4th 2007 5:30PM
Unlike this ...strange... commercial, I just saw the other new AMAZING one during the Patriots/Colts game. They should release the amazing one in Europe, not this ...strange... one.
Chrispy @ Nov 4th 2007 8:33PM
I think it all boils down to thier marketing team. I'm not 100% sure so does anyone know if sony outsource thier marketing? If so it will be run in set contracts so may explain alot of the crappy adverts if the companys gone down hill. Also, there loosing money, how can they afford so many commercials? anyone got a count on how many been made so far this year?
John Q Sample @ Nov 4th 2007 5:42PM
Man stop with this steam advertizing and advertise the actual features! The PS3 will not give you a white poodle!
Edge @ Nov 4th 2007 5:40PM
Some where Cirque performers are crying.
The Clunge @ Nov 4th 2007 5:45PM
Speaking as a European, I can tell we have a special term reserved for the people who come up with high concept artmercials like this.
Wankers.
Sony's European marketing over the last few years has gone from AWOL to AWFUL.
I think I preferred when they weren't trying at all instead of trying much, much too hard. It's all the worse seeing the great adverts the US is getting now.
ymmv @ Nov 4th 2007 8:31PM
The whole "This is living" campaign was awful beyond words. Sony should have sacked those lunatics at the advertising agency insteady of hiring 'em for more crap of that ilk.
Andy @ Nov 4th 2007 6:08PM
Commercials like this get people talking. Its an ad strategy all on its own.
danmarell @ Nov 4th 2007 8:21PM
I worked on these European ads (not the bits in this particular one the other guys in my team did this). I worked on the android one. Even I didn't ask what it was about. Was cool to work on it though cos I'm quite attached to my PS3.
Bored @ Nov 4th 2007 7:33PM
Europeans do require more intelligent advertising, but this kind of approach is always either brilliant or blabantly flawed.
Dru @ Nov 4th 2007 7:35PM
PAAAAthetic...
ryan @ Nov 4th 2007 7:53PM
wow that just tainted the rest of my week.
Darkdrium777 @ Nov 4th 2007 7:56PM
I like the "Faster Processing power" thing, but yeah it looks stupid compared to the SCEA ads on right now. :/
McDuck @ Nov 4th 2007 8:33PM
This is the dumbest commercial I have ever seen.
Consolcwby @ Nov 4th 2007 10:42PM
=/ Sorry, but I rather liked it.
Of course, I love David Lynch's movies - particularly the avant garde ones... kinda reminded me of something akin to that. I guess no one else really cares for that style, but for me it was interesting. particularly the mis en scene.
Sorry, guys. I liked it! =D Blu-Ray: Gives you prettier puppies! XD
Popfrogs @ Nov 4th 2007 11:45PM
Just run the US ads worldwide, they own and they show off games + features in an elegant, forceful way.
Ladies and gentlemen!
Ivan @ Nov 5th 2007 5:14AM
They might be overestimating average european, but they certainly need different advertising for that continent.
I actually liked it...
minimalniemand @ Nov 5th 2007 6:31AM
LOL. I like it. (I'm European btw)
Ivan @ Nov 5th 2007 8:12AM
It seems we ARE different worlds after all :)
Shaun Jennings @ Nov 5th 2007 9:05AM
So did anyone notice that Target's toy Chrismas catalog this Sunday did not mention anything about the PS3. The only next Gen Console in there was the Xbox 360 hyping Rock Band for $199.
watcher @ Nov 5th 2007 9:23AM
I'm curious for those who said they like the commercial. What does the commercial tell you about a PS3? Does it show you what a Playstation 3 is? Or what it can do? The commercial doesn't even show you what a PS3 looks like for Pete’s sake!
Would you honestly buy a product if all the information you had on it was completely non related? This commercial like all of the "This is living" commercials do nothing to help the system sell. This commercial would probably sell more circus tickets than PS3s.
Now that Sony has solid Western commercials up and running that tells all about a PS3, they need to shift their focus to Europe and do some serious advertising reconstruction.
Ivan @ Nov 5th 2007 12:47PM
You obviously don't know a lot about advertising. Playstation brand is so strong for over a decade, so you don't need to explain what it is in every commercial. If there was a Ferrari commercial, you wouldn't need to say it's fast anywhere.
watcher @ Nov 5th 2007 2:13PM
@31.
You obviously don't know a lot about marketing because the PS3 has new features and capabilities that many people don't know about. Do you realize that some people don't know that PS3 can play Blu-ray movies? How can Sony bring more convince skeptical people to buy their product when they don’t advertise its features? How do you draw new first time gamers (Like Wii did) into buying a PS3 if they don't know it's strong and unique points as opposed to the competition?
If you're happy with controlled group of fans who already know/own the system then that commercial's fine, but if you want to bring new players to the system then the whole “This is Living” line of commercials suck because people won't invest hundreds of dollars on a product they know next to nothing about, especially when the competition is cheaper and is more up front with the capabilities of their system. I love the new “Ladies and Gentlemen” commercial. It’s direct, catchy, and it says more about the PS3 then all of the “This is living” commercials combined.
Larz @ Nov 5th 2007 5:42PM
I have to admit, that bullet dodging scene made me laugh. But yeah, maybe to the French this is the best commercial ever, but not here. I think they're doing a good job with the commercials featuring the PS3 with all the limbs and stuff jutting out and showcasing actual games.
komrad @ Nov 5th 2007 8:12PM
i like it. but i agree that it has limited appeal.
Consolcwby @ Nov 5th 2007 8:18PM
@watcher: You sound like an american, prefering a direct in-your-face advert. Well, as much as I hate to tell you, this commercial develops 3 bullet points for the PS3: 1) It's got Blu-Ray. 2) It plays games. 3) It's got a fast processor. Now, you may not like avant garde approaches to media, but not everyone shares your views. I took advertising in college (BCT major), and this commercial is NOT american advertising. It goes against the many rules of thumb that is taught in higher education. That being said, this commercial is NOT an american commercial, so it stands to reason why it can fly in the face of what people here would expect. Quite frankly, as I explained, I like the mis-en scene of this commercial. THAT'S why I like it. It's my opinion. Hate it all you want.
Voice over transcript of commercial:
The world is a stage.
Blu-Ray... to make everything more... beautiful.
Games to move you... in mysterious ways.
Faster processing to stay one step ahead of you.
This is entertainment as you've never seen before.
This is living.