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Sony's New Ad Says Everyone Should Be A Gamer

It's in our DNA. It's the way we're made. No matter how soft or civilized we get, we will always be competitive.

And hey, that's what makes us all gamers. That's why you can take someone who has never played a video game before, put a controller in their hands, and ten minutes later, they're focused, determined, and desperately trying to win. ...either that, or they're still staring suspiciously at the screen and wondering what the fascination is. In their eyes, it - and you - will always be weird.

But as Sony's latest somewhat strange ad tells us, we're all gamers at heart, so maybe we should just embrace it.

Sony has been coming up with some very interesting themes for their commercials and while I remain partial to KB, I like these, too. I just always question ads that don't really tell you what it's about until the last two seconds when you see a logo or a product. Then again, maybe that's exactly what keeps people watching...

I dunno, I never took a marketing class.

Tags: sony, playstation, playstation ad, playstation commercial

11/4/2011 10:10:01 AM Ben Dutka

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Friday, November 04, 2011 @ 10:55:14 AM

Well I'm studying marketing at uni Ben and currently on a marketing internship in London and I'd say this Ad totally did not work. Why the eff are we looking at an iceman for 68 seconds with no tangible PS3 references?

In other news: Kevin Butler for Emperor of the Galaxy

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Friday, November 04, 2011 @ 11:03:15 PM

Hey dude you don't even have to be a major in marketing to understand where this ad fails. know I'll be quite honest...SONY has some REALLY STRANGE ADS. (I'm mainly talking about everything excluding the KB ones, and "TO MICHAEL").

They just...don't know how to advertise their product. KB is classic, that "To Michael" EPIC...this is...well no one can really tell what it is. No one will remember this as an ad for "PlayStation"!

It certainly is quite philosophical...and true in some regards (the music didn't fit at all)...we are all competing. Well why not show how intense a Resistance 3 match can get? Or Uncharted 3 match?

...this just doesn't work Sony.

You've done quite well with your gaming department and have come quite far, please understand what worked and what didn't. You got product launches right now! got awesome ads RIGHT!...BUT NOW YOU SCREWED UP A BIT.

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Friday, November 04, 2011 @ 11:10:50 AM

not feeling it for this particular ad. not a fan of obscure marketing like this. the ps3's luanch had those weird demon baby ads which i thought missed the target completely. i am big believer in just showing a lot face melting graphics and gameplay. but hey i am for anything that gets the playstation name out there. frequency of ads are important as well. even the best ads will not work well if hardly anybody views the ads in the first place. i don't see a lot of sony ads on tv.

i have unfortunately seen that damn 360 logo more than i care to admit on tv and other places. they are everywhere. in fliers from wal mart to the glowing neon sign in family video's window. probably one the most simple and effective things ms has done this gen is slapping that that 360 logo on every multiplat ad out there.

i did take a boring marketing class in college and one of things they harped on is always know your customer and target audience. that's probably good advice. i do not think this ad hit its target audience at all.

Last edited by Excelsior1 on 11/4/2011 11:11:51 AM

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Friday, November 04, 2011 @ 2:38:08 PM

Saw a story today that Sony is altering the terms for future PSN purchases. The current terms allow activation on up to 5 PS3s, or 5 PSPs for games/content purchased through PSN. I guess Sony is tired of friends account sharing and buying a game once for three or more separate users because they are dropping that limit to 2 activations. The change only affects future purchases, so everything you already own that has up to 5 activations remains as is. But from mid November onwards purchased content will be more limited in the number of activations available.

I understand their motivation, too many people share their account in order to buy a PSN game and share it with friends. This change effectively says that Sony is OK with gamers in the same household sharing (it's not exactly common for more than 2 PS3s to be in the same home), but not with their friends.

I can't help wondering whether they might want to offer a premium purchase version of said games that costs a dollar or two more but allows 1 or more additional activations...seems like a good idea to me at least.

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Friday, November 04, 2011 @ 2:44:05 PM

i saw that story as well. ofcourse people are up in arms about it. i understand why sony did this but i would have went with at least 3 activations. what about people who have 2 ps3's and want to get a vita?

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Friday, November 04, 2011 @ 3:00:09 PM

I'd bet that this is somewhat in preparation for that. PSP doesn't share a lot of content with the PS3, but Vita may be different. That content may well come with either more activations as part of the deal, or an option to buy more.

It's really unfortunate that making this change is necessary, but it is. I agree about making it 3 instead of 2, 2 seems quite restrictive compared to 5.

Funnily enough, I also find this to be something of a security measure since it really cuts down on the point of sharing your account with someone. Not that I would do that in any case, but lots of folks do. The point about multi-gamer homes is a good one. Perhaps Sony will offer a premium multi-gamer 'thing' that allows more activations in future?

Last edited by TheHighlander on 11/4/2011 3:00:55 PM

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Friday, November 04, 2011 @ 3:38:37 PM

I was reading about this too. I only have one friend that I've ever gone halfers on with PSN games, but I've been thinking of getting a second PS3 so we can have one on the basement TV. And I will definitely be getting a Vita... So I would need 3 activations just for me, nevermind any friend sharing.

I understand Sony's motivation for making this change, but it should be 3. 2 is far too restrictive. Oh and be careful of replacing a damaged PS3. I had a friends account on my original PS3 and when it died he permanently lost one of his 5. So if you replace a broken PS3 you may have to go through a customer support nightmare to free up one of your 2 available activations.

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Friday, November 04, 2011 @ 4:11:25 PM

As long as you have the serial number and the required information for the primary account, you should have no trouble getting a deactivation performed - though they like to make it sound like they're doing you a favor.

I think we may be concerning ourselves about Vita unnecessarily. System activation count would only be an issue for games that share both platforms and then I think it will be two for each since they are not truly the same executable running on both systems.

But, 3 definitely would be easier going. Sony will definitely have to make it easier to deactivate systems because otherwise this has the potential to become a real cluster-muck.

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Saturday, November 05, 2011 @ 10:34:06 AM

FYI, I used that web adddy you gave me before, to deactivate my earlier 2 phatties.

But after entering everything, it still wouldn't deactivate them & stated that I had to contact Sony directly.

Would you have Sony's number handy??

Last edited by BikerSaint on 11/5/2011 10:34:34 AM

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Monday, November 07, 2011 @ 4:30:52 PM

1800 345 sony

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Monday, November 07, 2011 @ 7:10:02 PM

The same article on the PS Blog states that Sony will be adding a website to make deactivation easier.

I also agree that 3 activations would have been a smarter policy, reducing the frequency of game sharing without greatly hurting customers who use the existing system legitimately.

Two is too few.

Last edited by Fane1024 on 11/7/2011 7:13:48 PM

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Friday, November 04, 2011 @ 4:28:51 PM

Nah this ad doesn't do it for me, maybe this is coming from a graduated Marketer.
The one commercial i love that doesn't have my KB in it is the "MIKE" ad now that is funny.

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Friday, November 04, 2011 @ 6:20:30 PM

Come on sony, you had a good thing going with Butler, I can't say I liked this ad very much.

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Saturday, November 05, 2011 @ 2:48:07 AM

i dunno about that, ive never been the competitive type.
which is probably why ive never been able to get into MP, well, besides the whole trash talk cesspool PSN has turned into these days.
though $ony have always had trouble making decent adds, but ive always enjoyed them because their so weird.
i remember the add late last year sparking rumours that MW2 would be getting a 3D patch.
now that was a real WTF ad!

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