it-only-does-everything posts (Subscribe to this feed)

Kevin Butler, you need not worry: Your job as Sony's VP of First Person Shooter Relations is in no threat of ending. Neither is your job as Chief Weaponologist, VP of Epic Footage, VP of Big Action Moments and -- our favorite -- Family Activities Director. In an interview with IGN, SCEA senior vice president Peter Dille talked about the company's new "It Only Does Everything" slogan and marketing campaign. "It's been tremendously successful. Consumers love it. It's great to hear people like you guys love it. And the results are really in the sales because it's really been flying since this coincided in September with the launch of the new PS3."

The tremendous success of the ad campaign has guaranteed its continuation through 2010. "You can expect to see Kevin Butler inject a lot of life into the PlayStation brand between now and the rest of the year," Dille commented, and promised we'd see the tagline quite a bit "when motion control comes onto the scene." We personally cannot wait to see the ad Butler will star in for the PlayStation Motion Controller.

Zipper Interactive's Ben Jones has some fighting words against Xbox Live users. At a recent European press event for MAG, he told Gamerzines that "Xbox Live [is] the more juvenile of the two," blaming "the things that are being said over Xbox Live." Certainly, anyone that's played a match of Halo 3 or Modern Warfare 2 on Xbox has had to endure trash-talking bigoted 12 year olds, like this one.

But, we'd disagree with Jones. Uncharted 2 and Modern Warfare 2 on PS3 play home to players that are just as foul-mouthed as the ones on Xbox. Here are just a few examples. Imagine how terribly offensive the service would be if more players used headsets!

If only there were more people like PlayStation VP Kevin Butler playing games online. At the very least, the online world would be a funnier place. Check out his new ad after the break.

[Via VG247]

Source - Zipper: Xbox Live "more juvenile" than PSN - Gamerzine
Source - It Only Does 256 Players - PlayStation.Blog

We do not tire of SCEA's new ad campaign for the PS3, "It Only Does Everything." SCEA is rolling out two more for TV use, one specifically for the upcoming Ratchet & Clank Future: A Crack in Time, and another that highlights a variety of PS3 games in an exciting montage featuring Uncharted 2, Killzone 2, Gran Turismo 5, Assassin's Creed 2 and more. Kevin Butler's convincing performance as a 80s guitarist has us asking just one question: can he be our friend?

It's really difficult for us to write clever observations about any installments in Sony's "It Only Does Everything" ad campaign. For instance, the recent commercial for Uncharted 2 (posted after the jump) is already really funny -- trying to get a few cheap lulz at its expense would be a Herculean comedic task.

Regardless, we'll give it the ol' college try: Man, that guy's girlfriend sure is confused, isn't she? She thinks it's a movie! What a silly misconception. Oh, look, she's got popcorn! Man, don't you hate it when you eat popcorn and a piece of shell gets stuck in the back of your throat? That's the worst, isn't it? You're all like "Hacccckkkkk! Caahllllkkk!" And it just won't come out!

Yeah, we're done here.

We have to admit: Sony has a real winner with its "It Only Does Everything" campaign. The latest addition to the series promotes the PS3 as a family machine by focusing on Blu-ray movie playback and LittleBigPlanet. Once again, "Kevin Butler" delivers some real laughs by being totally creepy -- just not in that baby-cries-black-oil kind of way.

While definitely not as unsettling as the Japanese "Play Face" advertising campaign, or as costly as the £82 million European marketing push, the recently revealed PS3 Slim ad campaign for North America possesses something unique for the world of video game promotion -- actual humor. PlayStation.Blog revealed the first two television spots for the western hemisphere's "It Only Does Everything" campaign. The first, featuring a startling Jonah Hill lookalike, is posted above. The second is embedded after the jump.

We'd like to extend a big round of applause to Sony's marketing team. Congrats guys! You've finally managed to market Sony's gaming hardware in a manner that makes a freaking lick of sense.

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