Bold move for Sony to get into the cardboard box market. Looking forward to see how this plays out.

All those empty boxes must symbolize a lack of something.

Reminds me of old school commercials. I dig it.

"With 121 Dislikes to 124 Likes on Youtube..."
I swear, Jim, you have some kind of obsession with the opinions of every single stranger on the internet.

@tuoman: Just watch, they won't support recycling at launch.

They're looking for some PS Vita games. lololololol D:

a satire on Molyneux's break open the cube game? No idea, but yeah, the ad is too artsy and obscure to efficiently sell a product.

Must....buy....cardboard.

Maybe some lumber too.

I thought this ad was shown sometime ago, right before TGS2012.

It's interesting, to say the least. The game itself, not the ad. The ad isn't good at all, since it confused the shit out of me too when I first saw it.

I like when empty cavernous winds sweep out of that cardboard box. Seems like they were looking for games to play that whole time and found nothing...

For anyone wondering how the gameplay looks like, polygon had a video preview.

http://www.youtube.com/watch?v=zmc2Yc2ePxY

Reminds me of the PSP and Playstation 3 releases. SOny touted the latter as an all purpose media center, the former was supposed to be what the iPod would later succeed in becoming. It's not as if anyone asked for this, either. We want video games from our video game consoles, it's what put their gaming division on the map, and what people have been investing into with their consoles for years. Sony is as out of touch as a lot of other companies, but not really any more out of touch as they are either. Nintendo and Microsoft do this sort of shit as well, and each one for different reasons (such as Sony's need to be everything while showing us nothing).

What I want to know is who's heading up their marketing divisions, and why have none of them been punch in the stomach yet.

Still better then Nintendos new I'm not a gamer adverts

As soon as I saw the negative and sensationalist headline I knew it was a Jim sterling article.

Didn't Conrad talk about this game at TGS?

Hundreds of boxes, yet nothing of value inside...? Yep, seems like a Vita to me.

Open Me is an augmented reality game which can be played cooperatively (that's why there are 2 actors here).

However, the ad is still confusing to most people. Not for me obviously! ;D

Definitely a metaphor.

I guess it's some sort of psychological trick to make people want the Vita more, whether they realise it or not.

That's the commercial for a game, not the console.

That's the commercial for a game, not the console.

I don't know what its about, but I hate having to peel tape off the top of a cardboard box after having moved like a billion times in my life.

So, for the first 1:30 before sheer confusion took over I was just really agitated.

Well this is completely in line with Sony´s adverts. Ever since the ps3 they have been making a very hard effort to keep me from buying their products with disgusting and pompous adverts.

While i indeed havent bought a sony gaming product since the ps2 i cant exactly blame that all on the adverts i can blame it on a lot of other more practical issues.

Sony really screwed the pooch when they lost Kevin Butler. Those were their only commercials that actually had to do with shit consumers would actually want: games.

Now their marketing department doesn't seem to know what actually incites want or need in customers.

Isn't this just a commercial for the game Open Me? Why all the hate?

A Japanese commercial that's ridiculous and confusing? Really, is gaming news that boring that you have to state the obvious, Jim? Next you'll tell me that Japan has questionable tastes in erotic literature...

Personally this commerical is so fucking shit. But it isnt advertising the system so whatever.

So many vita games in the coming months, mine as well just have ebgames keep my wallet.

The Japanese are a strange, strange people.

The ad is confusing, we get it. but it's about a game not the system itself, I think Jim need to update the article which can fix the confusion he further created.

Here is a link of distructoid own article about the game from TGS
http://www.destructoid.com/tgs-open-me-open-you-open-everything-in-the-room-235513.phtml

Jesus, Jim, take it easy... The CERO logo makes it clear it's an ad for a game, not for the system. It's weird, sure, but the Japanese seem to enjoy these things.

Yea see here it is:
http://www.destructoid.com/tgs-open-me-open-you-open-everything-in-the-room-235513.phtml

Reminds me of those "Play B3yond" PS3 ads where they showed people doing ridiculously boring activities in an "extreme" environment.

Jim ironically you saying the advert doesn't show off any games contradicts the fact it is an advert for a game.

Hasn't Sony been doing this since forever with their Playstation brand? It wasn't cool in 2000, it's not cool in 2012.

Art.mp4

Hey jim whats wrong man? Youve been over exaggerating and blowing shit way out of proportion (more than usual). Not to mention lack of research?

Talk to me man? We dont want you to be one of those old men who never smile and never have anything good to say. You dont want to be one of "them" do you!? Huh?!

Wait, is this for the Vita, or for a game called Open Me?

"The ad is confusing, we get it. but it's about a game not the system itself, I think Jim need to update the article which can fix the confusion he further created."

But doesn't that make his point? I had no idea what the hell that commercial was for and I kind of assumed it was a PS Vita ad, too. then I read the comments and said, "Oohhhhh." Don't think Jim CREATED this confusion, he was suffering from it like many of us upon seeing this ad. Not effective marketing, but maybe it is in Japan.

In fairness, the ad is bad at conveying what it’s about that I can’t blame anyone for think it’s for the Vita itself.

The Vita ads in Ireland/UK were similarly botched, it was just a bunch of people talking to the camera, there was some interesting ideas going on but they never showed any game footage, they still haven’t. Chances are unless someone’s really into games they probably have no idea what the Vita can do and just think it’s a new PSP. If they showed like, five seconds of Gravity Daze footage or something I guarantee it would have moved more units.

It's clearly about a game called "open me" that uses the camera of the vita as a feature, if you don't get it I feel sorry for you.

[img]http://i.imgur.com/tNb1L.jpg[/i]

oh jimboy....

your probably confused because this isn't a vita ad but rather an ad for the vita game Open Me.

@molamolacolacake
Jim didn't create this confusion. but he added more more confusion which can be avoided. He is a game journalist, and he should have more insight than the average gamers. he should research before posting too.

This confusion could have been avoided here. the ad is for Japanese people not for you or me.

If Japanese people can read the details on the youtube video, clearly it's a game project or tech demo of sort
here is the translation:-
"If you can open it, OPEN IT! Using the PSV's camera, get ready for the next generation of play, with "HAKOAKE!" To open the box, do you need brains? Insight? And, before you open it, do you need to have any special equipment?! From Playstation CAMP, a mysterious, queer little project!"

as I said the ad is still confusing to most people. Not for me obviously! I saw the add back in mid september ;D

Uhaul, watch your back.

As alway Sony marketing for there weird hipster audiances

Funny how many people are saying Japanese are weird because they like ads like this. The results of the like/dislike bar suggest otherwise.

News flash: there are a lot of people in Japan, and they all have varying tastes... just like people in every other country.
Shocking, huh?

Hurr durr The boxe's content is equal to the amount of PS Vita games. DURRRRRRRRRRRRRRRRRRRRRRRRRRRR HURRRRRRRRRRRRRRRRRRRRRRRRRRRR

The Vita must be a fucking smash with the office stoners.

I actually would like to play Open Me. There's no info on how the game actually works, so this seems like a teaser trailer.