LittleBigInsideJoke
by Kylie Prymus 
{ Jul 19th 2008 at 12:00PM }
Kylie Prymus is the first columnist for PS Fanboy. A Ph.D candidate in philosophy, Kylie specializes in the sociology of technology. Through this new weekly column, Kylie will explore the impact of PlayStation on thought and culture.
I believe I owe it to you, Inconstant Reader, to let you in on a little secret. I haven't booted up my PS3 in nearly 3 weeks. There's no opportunity that I foresee which will allow me to press that glorious PS button for at least another month. Most summers I spend 6 weeks away from home teaching existentialism to high school students (don't be ashamed CTYers, I know at least a few of you reading this were once one). This summer a series of logistical difficulties forced me to leave my beloved system behind, though I shouldn't complain as this may have prevented an inadvertent bricking. Aside from a few softly stolen moments with a dozen warmongering eyeballs, my sole interaction with the Kingdom of Sony consists of several hundred RSS feeds per day and the occasionally glimpsed television commercial on the dining hall's plasma screens.
While thoroughly enjoying my undercooked homefries one morning I happened to hear the snippet of a rousing pre-battle morale speech the likes of which long preceded the Mel Gibsons and Viggo Mortensons of the world. Lifting my head to peer through the digital window I caught the tail end of Sony's most recent commercial for the PS3. You know the one - I call it Acronymial 2008 - with the MGS4 and the GT5:P and the LBP and the spiritually affected voice of KB. It certainly showcases a good lineup of exclusive titles, two of which I own and one which I assuredly will, and it brought a tear to my eye to see them, ever so briefly, in all their high definition glory. But then it got me thinking (because I certainly didn't want to think about planning that morning's class): What does that particular trio of games say about our beloved product?
What sort of narrative about the PS3 does this ad suggest? I make no claims to be an advertising deconstructionist, but let's look at it from the perspective of an insider which, if you're reading this, you most likely are. Firstly, of the 3 games shown only half of them are out yet*. This sends us a clear message that there are great things to come. Most of us (well, those lucky ones with access to their PS3s) are probably still playing MGS4; seeing the ad reminds us of some very recent good times. "That game is the eel's ankle", you might say to yourself, would that you were a time-traveler from the 1920s, "and well worth the long wait for it to finally be released." Then, eyes glazing over, you would begin to daydream about a future filled with little sackboys and girls and a Gran Turismo with thrice the number of cars as there were heroes at Thermopylae. All this future nostalgia is enough to make us forget Microsoft's leeching of our beloved FF XIII.
Alright, enough preaching to the choir. What might an outsider's perspective on this ad be? I asked a non-gamer colleague of mine to give me her take and her immediate response was that it felt like a 30 second inside joke. The games meant nothing to her and had no apparent connection to the monologue. More than anything she felt alienated, as though the advertisement wasn't meant for her, but only for those "in the know". She saw glimpses of a war game, a driving game, and something cute, cuddly, and decidedly Nintendo-like - all in all a good cross section of genres. Her immediate interest was in LittleBigPlanet, but upon the second viewing she noticed the glaring "coming soon" disclaimer and lost any desire she had to fork over her hard earned skrill for an amped up blu-ray player. Nothing about the ad made the system stand out in her mind, save for the gratuitous Shakespearean monologue.Let's talk about that monologue for a moment. What, exactly, is Sony trying to say to us? At face value it's about fraternity, the common bond shared amongst those with a PSN ID. "We few. We happy few." Where is the emphasis here? On the happiness? Or on the minimal membership? Are we so few because we belong to an exclusive club, or because we are the last holdouts? Let's not forget, this is an inspiring battle speech, a prelude to war. Are we, then, to take up arms in defense of our beloved system? Should we expect casualties in this fight?
Well, at a minimum I suppose we could find some comfort taking up the banner in defense of our home. Would that we had one to defend. . .
On an entirely unrelated note, I turned the big 3-0 this week. As one of my students kindly noted, I am now closer to being 60 than I am to my birth. I guess I've only got 3 or 4 more console generations in me, so let's make them count!
______________
*Before you flame my lower order math skills let me explain. No, there is too much, let me sum up. GT5:P is, let's be honest, only half a game. A promise for the future. The crappy t-shirt you got for pre-ordering Pimp My Ride. Compared to the full thing it's really one tenth of a game. But I'm a generous man.
Reader Comments (Page 1 of 2)
Danny F. @ Jul 19th 2008 12:09PM
Okay, I have to say that was a reeaally long winded speech which I think I understand for the most part... I think. Kinda got lost midway though..
Either way, that picture is awesome...
I just wanted to say that.
rv @ Jul 19th 2008 2:54PM
Damn, cty was the shit back in the day. Haven't thought about it in a while...
Paul (PSN: heypaul) @ Jul 19th 2008 3:30PM
I agree. Kylie's a good writer and makes some well thought-out points, but so much of what he puts down feels like filler just to meet the 400 word minimum. Of that rant, only a single paragraph was critical editorial analysis while the rest just seemed like Kylie trying to cram as many cultural references into a single post as possible.
thinkofmeasmra @ Jul 19th 2008 4:25PM
I agree, it wasnt till like 3/4 done reading the whole thing that it became obvious what the hell we was talking about. He may be a good writer but that's bad writing mechanics aint it?
farfisa @ Jul 19th 2008 4:33PM
Well written if not a good read. Good thoughts, but the large number of links which were mostly irrelevant (which reminded me of one of those sites that automatically underlines common words for you just to spam you with ads) and the inclusion of the "Preaching to the Choir" poster turned me off a bit.
Interesting to read the different takes on the use of the Shakespeare speech here and in the comments too. I personally thought it was talking about the heroes in the games.
cable_rx @ Jul 19th 2008 12:16PM
You have just won so many internets, good sir.
William @ Jul 19th 2008 12:16PM
So many advertisements completely fail in the last few years. Almost every new ad I see says things that it doesn't mean to. Most of them that try to be funny end up saying 'losers use our product'.
I haven't seen this commercial that you talk about, but I can envision it from your description. It amazes me that they don't bother to run these things by normal non-customers before they play them. The only sense I can make of it is that they know they can't convert anyone else, so they are just trying to hold marketshare now. Very sad.
proog @ Jul 19th 2008 12:26PM
It's Viggo Mortensen, not Mortenson.
proog @ Jul 19th 2008 1:40PM
I know, I know. Good post anyway.
Daniel @ Jul 19th 2008 12:42PM
Nice article. Very well written and good points made as well.
I notice this a lot too. A lot of today's ads are ass backwards and to an illogical person, someone who's never used the product or someone who just isn't paying much attention, they convey the opposite of what they're aiming for. It's sad really because a lot of good products are being mis-advertised. If there's on major flaw with Sony, it's definitely their advertising, has been for a long time, and IMO always will be.
Mo @ Jul 19th 2008 12:46PM
i was gunna say something mean, but then i noticed it was filed under: rant
so, in that case, if you ever need to vent... push that ps button and hop on CoD PSN: moyayo
we're here for you
The_Punisher @ Jul 19th 2008 12:49PM
Although that was kinda pointless, it was fun to read. I understand what you mean: people who see that probably have no idea what's going on, then see a PS3 $400 logo at the end and move on. They honestly need a longer commercial.
frankym @ Jul 19th 2008 12:50PM
POINTLESS ARTICLE
biggrapp @ Jul 19th 2008 12:50PM
dude, what the fuck are you talkin' about? you tryna baffle us with your bullshit? rant or not, make that shit interesting or else nobody's gonna give a shit.
peace and blessings. woo-saaaahh!!
Alex @ Jul 19th 2008 12:58PM
i never realized the type of mentality that the new PS3 commercial was trying to push.
it is an interesting question to ask why Sony's ad company went with that speech
paul @ Jul 19th 2008 1:04PM
WOW. This REALLY is a slow news day.
ryan @ Jul 19th 2008 1:45PM
it's a Saturday?
paul @ Jul 20th 2008 2:40PM
True
bak @ Jul 19th 2008 1:04PM
Yep, I would add that I can't for the life of me convince any of my pals to buy a PS3 (and I have tried - I need more PS3 friends), and I've convinced at least 8 to buy 360's - though this may change as I've recently shown people MGS4.
I don't push one system over the other - this is just from having lan parties and such...
Bill @ Jul 19th 2008 1:05PM
Whenever I see the commerical I feel like I want to go to battle. Weird huh?
ODLdragonjoe @ Jul 19th 2008 1:12PM
I interpreted the commercial in a different context. To me, "We happy few" references the games, not the people who own the console. A "happy few" exclusive games is what the commercial implies, in my opinion. I do completely agree that the commercial is an exclusive club of sorts, though...most people have no idea that one of those games even exists (LBP).
XeroKool @ Jul 19th 2008 2:57PM
That's how I interpreted the commercial the first time I saw it too. One of the reason being is that they chose to show only THREE exclusives (we few) when they could have shown a whole array of exclusives that the ps3 has. Meh, to each his own.
Kylie Prymus @ Jul 19th 2008 3:14PM
Hrm, not a take I had considered. I suppose it's better we have game casualties than players. . .
benny boy @ Jul 19th 2008 1:17PM
Are you a man?
I thought Kylie was a girl's name. Like Kylie Minogue.
benny boy @ Jul 19th 2008 7:31PM
No offence meant by that...
Sorry.
Lionhart617 @ Jul 19th 2008 2:26PM
Why the hell was this posted? Can this be put in a forum rather than in the NEWS section? Jesus christ. I'll say one thing, and one thing only.
There are three kinds of monsters that exist. Dracula, Blackula, and Microsoft.
..This is the last time I read through this kind of BS.
Danny F. @ Jul 19th 2008 2:56PM
The post is labeled as a rant and it is their site. They have every right to choose what to put up and what not to.
Besides, no one put a damn gun to your head and forced you to read it...
It was a interesting piece and although at some point some will get lost into it, the message was pretty clear.
Daniel @ Jul 20th 2008 1:50PM
It's called an editorial dude. Learn the branches of journalism before you start spewing off idiot comments. Thanks.
jmo @ Jul 19th 2008 1:25PM
Nice to read a little prose whilst browsing the fanboyinternets...
bags @ Jul 19th 2008 1:33PM
I always knew that the commercial involved the St. Crispin's day speech from Henry...whatever, but I never really thought of it in the way you mentioned it. Now that I think about it, it really does seem like a call to arms for all those with Playstation 3s. The harder we fight for the system to do well the brighter the future will be for it
Ricardo @ Jul 19th 2008 3:57PM
I feel your pain.. I'm 4 1/2 months away from being 3-0 myself and I do understand exactly what your feelings are. :D
And yes, most ppl will never understand that ad.. it's made for us, gamers.. No one else.. But it's nice to see that LBP is pumping blood to the veins of the non gamers.
Hail LBP!..
ryan @ Jul 19th 2008 1:43PM
when i first saw it i couldn't help but think: "We have very few games, but they are quality titles that we think will make you happy enough to stick with us in our time of need".
meaning, "get a PS3 for these few titles now, then the games will start rolling out later".
that's just what came across to me. it didn't feel very positive from a marketing standpoint....but if this were Scotland 1280, i'd get a PS3 in a heartbeat!
willxcore @ Jul 19th 2008 1:47PM
wow, how many people can't just read a little editorial and take the blogger's opinion into account without complaining about how "pointless" it was. Very interesting read, and it brought up a lot of good points. Sony doesn't seem to be advertising to new customers but giving existing customers something to be excited about. While it doesn't seem like a very wise marketing decision, I can't complain because it makes me feel a little proud as a Sony fan. I have a Wii and 360, and whenever I see commercials for those consoles I can't help but feel like they just market to people to buy their systems but don't really promise anything strong for the people who already are on their "side". FF13? Who gives a shit? MS seems more interested in getting casual players by bringing their console into "the living room" Sony had the best keynote by far by promising new content and actual games. Not some singstar ripoff or Mii ripoff.
ogvor @ Jul 19th 2008 1:51PM
Microsoft didn't "leech" FFXIII, Square Enix wanted more money. Unless Sony could have paid the same or close to the same amount of money Square would have earned by having the opportunity to sell to upwards of 20 million Xbox 360 owners, then they had no good reason to stay on only the PS3.
And also, Happy Birthday.
owlscratch @ Jul 19th 2008 1:58PM
PS3 has become an exclusive club of gamers. they are focusing on the games that have bought well off the ps2 from different genres (we all know what they are). little big planet may grab a wider range of gamers cause of it's intuitive gameplay & cute lil characters. Online friends will be able to hook up & go ape sh*t in custom or whatever.
what bothers me is how come there not grabbing the little kids. this is another story of course. ;)
peace
King JMY @ Jul 19th 2008 2:15PM
Grabbing little kids? :(
SpiderMike @ Jul 19th 2008 1:56PM
So much to say so very little, Kylie. Have u ever thought of becoming a politician.
Binaryfiend @ Jul 19th 2008 1:56PM
I like this site better when it isn't trying to be smart.
turkeybaster @ Jul 19th 2008 6:07PM
That's exactly why I prefer Joystiq over the likes of Kotaku, Destructoid, and their ilk--because the writers don't sound like high school newspaper editors and their humor is actually intelligent and funny. I used to be a major Kotakuite until I couldn't stand their editor's childish jokes any more.
mclogo @ Jul 19th 2008 2:46PM
Good post! I can see the meaning in the new PS3 ads, but i'm sure an "outsider" can't - not the correct way to win homo sapiens casualis ;)
Reefer @ Jul 19th 2008 2:21PM
The Advertising campaign's of just about every item today. Always leave me with one thought "What does that have to do with the product they are trying to get me to buy?" Sony in general has been doing a better advertising this year. But, How many more units could hae been moved if they would have started pushing hard before launch and within the first 6 months.
mclogo @ Jul 19th 2008 2:20PM
Good post! I can see the meaning in the new PS3 ads, but i'm sure an "outsider" can't - not the correct way to win homo sapiens casualis ;)
Soapy911 @ Jul 19th 2008 2:29PM
i see sparta guy.
adolson @ Jul 19th 2008 2:40PM
I don't understand the point of this article... So, the conclusion is that the ad alienates non-PS3 owners, simply because one non-PS3 owner felt this way? I'm no mathemagician either, but I did take a statistics class (not by choice) in college, and I'm pretty sure you need to do a little more research to reach a conclusion like this.. More than a single person worth of research, at least.
LJ @ Jul 19th 2008 3:36PM
God... you and your monkey logic.
How come most of the guys complaining about the article appears to have an IQ of 60???
I hope that was interesting enough.
adolson @ Jul 19th 2008 3:49PM
Whatever you say, Napoleon!
Mark @ Jul 19th 2008 3:12PM
I gave up reading when I got to this, and realised the author is a total ret@rd:
"I shouldn't complain as this may have prevented an inadvertent bricking."
Clearly he does not even understand what the term bricking actually means. (Clue, the Xbox faulty dashboard update was a true bricking, as it was non recoverable, and much more widespread).
idunnopoetry @ Jul 19th 2008 3:36PM
Wow you guys are being brutal... I thought her writing style was amazing. Just because you may not possess the capacity to understand what someone is saying does not make them the stupid one. Show a little respect, not everything has to be simple and dumbed down.
If the writer is reading this, I think you wrote an incredible article and can't wait to see more from you.
To everyone else, learn some politeness or manners or something....
mezzanine @ Jul 19th 2008 3:47PM
I think you're over-analyzing. The ad was probably meant for us, and the rest of the world should be like "Woah, I want to be in that happy few."
mezzanine @ Jul 19th 2008 3:53PM
And everyone needs to chill out, Christ. It was an interesting read and I don't think it was negative at all.