Sony has a long, storied history with TV ads for this generation of gaming hardware. From the creepy to the annoying to the obviously-aimed-at-slow-children, they've been running the gamut of misfires in trying to promote their consoles.
Recently they dropped three new spots that are easily their best yet. The first (see above) is both simple and direct and as a bonus it doesn't stray toward unnecessary symbolism either. Its blend of Brechtian pantomime with post-modern technolust is exactly the sort of thing the PlayStation 3's demographic gets wood over.
Even more impressive is how unintrusive the spot manages to be to those it isn't marketed to. Remember that evil baby ad? It actually managed to kill old people. This one will merely make them want to wear a poofy shirts, at most.
Hit the jump for two more ads.
This next clip is what The Matrix would have been had it been directed by the illegitimate love child of Spike Jonze and Baz Luhrmann. Moustache glorification is quickly becoming the stuff of past ironic fascinations, but waxy, oversized, anachronistic moustaches are still at least as cool as David Hasslehoff or William Shatner's spoken word albums.
Ok, so this last one is probably going to draw a lot of criticism from the low-brow crowd, but I have to say it's just adorable. Once again, there's nothing beating you over the head with symbolism, there's no ultra-annoying nü-rock backing, and nothing unnecessarily explodes. Instead we have two people reenacting the final scene between Oberon and Titania from A Midsummer Night's Dream while hopped up on lead-based foundation and wolfsbane, and if there's anything more lovely or pure than that, I haven't seen it.
In closing, well done Sony. You're getting much better at this whole "advertisement" thing.
I liked them, if that says anything about the US market. Then again, I can pronounce the names of wines without having to consult a dictionary or a sick bag.
Okay if you go to thisisliving.com you can see them all as one extended clip and it seems like they were supposed to be viewed in that way. The transitions between each segment go along with the next except it has a man speaking the words instead of subtitles.
I don't see what any of these things have to do with PS3. Why not a funny commercial that actually describes what it does? If I was going for any of the three, seeing these ads wouldn't make me care about the PS3.
I think the whole 'Sony Lifestyle' tone is just old and tired, everything Sony do is trapped in the mid 90's right now.
The Playstation was great when it first arrived, and Sony's marketing was very sophisticated compared to the competition. But that was back when gaming was going through a much needed image overhaul, the industry now has come full circle, people really don't need to be told or reminded that gaming is cool, because gaming is now so accepted by the mainstream, unlike in the 90's when Sony elevated the image of the industry to the next level.
Sony right now are looking very old, tired and spent, they really need to forget this dated post modern ironic tone and realize this whole attitude doesn't cut it anymore, people now understand that gaming, along with every other product, can be made to look slick and relevant. So what people want now is substance over style.
People will purchase a 360 or a Wii over a PS3, not because the 360 or Wii have superior advertising but because they offer unique tangible qualities at a right price. The Wii -a motion controlled, affordable fun console. The 360 - an amazing online service with games that complement this set up. The PS3...I have no idea, and no amount of Sony advertising can explain why people should pay more for a watered down version of something that cheaper consoles are already offering.
Does anyone remember the add PS3 had in magazines that said, "It's already devising ways to kill you"? I always kind of wonder where the appeal was in that. Sony just really scares me sometimes...
the tentacle one beats all three of these because it actually makes me want to play a ps3 game. I don't know what kind of drugs the other three are selling.
Thing is, I hated the music, and would've changed the channel thinking they were local theater advertisements.
I like the ads showcasing Uncharter and Ratchet and Clank, but I don't see the appeal in selling the PS3 based on its technical merits (especially when a lot of major ports aren't looking as good or playing as well vs. their 360 counterparts).
Kudos to CoD4 for seemingly being perfect on both systems.
Yesterday evening adage.com reported, that Sony stopped talking to the TBWA about the nex $150 million playstation campaing. TBWA made Sony ads for 13 years now, since the start of the playstation 1. There are still 4 other companys in talks about the new campaign.
How is this possible? I've hated almost every PS3 ad so far and had given up hope of intelligent marketing that also made sense from the Sony camp. And now, this. Sony, I don't know what to make of you anymore.
Frankly, I think they all suck. This may be okay for Europe (and brainderailment’s right, Nex: This Is Living isn’t the slogan they’re using in their North American ads)...but I hope Sony sticks to the tar tentacle commercials, because at least they show gameplay.
First, anyone who bashes Cirque du Soleil is just an idiot. No two ways about it.
Second, knowing the names of wines without looking at a book? WTF does that prove other than you like wine?
Third, I like the commercials overall but they could have gone much further with the first and third ones as far as presentation. The first one is more than likely going to be seen as too simple while the third one would have benefited from some more complex maneuvers and possibly objects with which to interact.
Fourth, the truly only thing that's going to help the PS3 is some ads for some good, exclusive games. Funny commercials are ok, but most people know that the issue is with the lack of exclusive titles on the PS3.
-- not a fan of these ads. they need to show 'GAMES'... not random people skippin and hopping around. I liked the last round of ads with the rock music and what i wanna call "big shiny robotic looking thingamabober"
PS3 IS A GAME SYSTEM.
...they seriously need to find a new marketing department.
Can I just ask, for the hell of it.... Why do most people hate the second Matrix? I loved that movie! The fight scenes were intense, and the traffic scene was insane.
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Contest:
7:41 PM on 11.29.2007
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No joke.
The Horror.
http://www.youtube.com/watch?v=wpBPi4CjDMQ
Chris Cunningham is an awesome director though.
David Lynch must use some powerful drugs.
Mustaches FTW.
The Playstation was great when it first arrived, and Sony's marketing was very sophisticated compared to the competition. But that was back when gaming was going through a much needed image overhaul, the industry now has come full circle, people really don't need to be told or reminded that gaming is cool, because gaming is now so accepted by the mainstream, unlike in the 90's when Sony elevated the image of the industry to the next level.
Sony right now are looking very old, tired and spent, they really need to forget this dated post modern ironic tone and realize this whole attitude doesn't cut it anymore, people now understand that gaming, along with every other product, can be made to look slick and relevant. So what people want now is substance over style.
People will purchase a 360 or a Wii over a PS3, not because the 360 or Wii have superior advertising but because they offer unique tangible qualities at a right price. The Wii -a motion controlled, affordable fun console. The 360 - an amazing online service with games that complement this set up. The PS3...I have no idea, and no amount of Sony advertising can explain why people should pay more for a watered down version of something that cheaper consoles are already offering.
But I have to say, I do enjoy their CURRENT videos... the music could have been better chosen - but I love the giant black speaker tentacles...
woah... now quote me out of context... whew.
Exactly what I was thinking.
Someone needs to slap the PS3 marketing team in the face.
I thought Sony got things right with the last commercial where it had the PS3 changing shape and actually showed off some of its high-profile games.
I like the ads showcasing Uncharter and Ratchet and Clank, but I don't see the appeal in selling the PS3 based on its technical merits (especially when a lot of major ports aren't looking as good or playing as well vs. their 360 counterparts).
Kudos to CoD4 for seemingly being perfect on both systems.
Two steps forward, one step back.
Yesterday evening adage.com reported, that Sony stopped talking to the TBWA about the nex $150 million playstation campaing. TBWA made Sony ads for 13 years now, since the start of the playstation 1. There are still 4 other companys in talks about the new campaign.
Second, knowing the names of wines without looking at a book? WTF does that prove other than you like wine?
Third, I like the commercials overall but they could have gone much further with the first and third ones as far as presentation. The first one is more than likely going to be seen as too simple while the third one would have benefited from some more complex maneuvers and possibly objects with which to interact.
Fourth, the truly only thing that's going to help the PS3 is some ads for some good, exclusive games. Funny commercials are ok, but most people know that the issue is with the lack of exclusive titles on the PS3.
PS3 IS A GAME SYSTEM.
...they seriously need to find a new marketing department.