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Sony Releases New PS3 TV Ad

Update: Just to clarify, this ad would be new if it came to the North America region. It has been circulating in Europe for a little while now.

Original Story:

We all know that Sony is the undisputed king of bizarre marketing campaigns in the video game realm, especially when it comes to television. The first set of TV ads they rolled out for the US launch in late 2006 boggled the mind with their vague yet quietly thought-provoking commercials. Well, you'll start seeing the latest this month, and we thought you'd want to take a look at it.

Here's the advertisement in question, and the theme this time around is "Technology that updates itself." Now, this could be interpreted in a variety of ways - which is exactly the point, we suppose - but all in all, it remains just as vague as ever. We see a robot become a human female, but how the PS3 "updates itself" is a little beyond our mortal comprehension. Heck, it can't even download the system updates by itself; we have to do it! Oh, we jest, of course (we understand the basic gist), but leave it to Sony to produce a commercial like this. Lately, the entire PlayStation business has been on the upswing, so perhaps these ads are designed to take advantage of this positive sales surge. After all, you gotta strike when the iron's hot, right?

We anticipate new PSP commercials, too (you know, "Get your own" and all that), but we haven't seen anything just yet. All we know is that many analysts are calling 2008 the "year of the PS3," and you can bet your bottom dollar that Sony will promote the snot out of their console to make that projection a reality.

3/23/2008 Ben Dutka

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New Comment System

Legacy Comment System (9 posts)

Monday, March 24, 2008 @ 12:04:28 AM

I don't think this is new. This is part of a series of European ads that have been out for some time:


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SHADOW [Moderator]
Monday, March 24, 2008 @ 12:04:46 AM

Um, just figured I'd throw this out there; this is a European commercial. "This is living" is the slogan for the PS3 in Europe, so we probably won't be seeing this commercial in the US. I'd say expect Sony to probably stick with there current PS3 ad campaign (the ones to the song "Ladies and Gentlemen" by Saliva). Those have been successful and familiarity is king when advertising to Americans.

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Ben Dutka PSXE [Administrator]
Monday, March 24, 2008 @ 12:54:20 AM

Yeah, I really didn't make that clear. It's "new" if it comes to the US; just updated the article to clarify.

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Monday, March 24, 2008 @ 3:58:00 AM

The one with the dog in the giant microwave is pretty good. Other than that, i just want Kovac back.

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Monday, March 24, 2008 @ 6:36:26 AM

I really dont like them...

I would like the adverts to show how flipping incredible the PS3 is, I want you to be able to sit there and think quietly to yourself "hehe.. yeah!"

Instead its like, "erm, yeh".

The adverts dont explain what an amazing machine it is, they maybe geared towards the older market, and I thank them for that(as I am part of it), but they should be selling the Games, BluRay, the Multi Region side, games like HS, RFOM, MGS, GT, etc etc.. not weird.

Weirds good..
I love weird. but I love Vib Ribbon weird, Playstation connected weirdness! These adverts just show weird on TV, has no real immediate connection with what people consider as an advert for the PS3.
Seems that most people when they see these adverts for the first time dont actually care that somethings trying to be 'whacky' on telly.. let alone 'if' theyre trying to sell something.

I understand the direction theyre going in with these, but i dont think they have done a good job.

The PS3 has so much to offer, and I personally dont think its doing a great job of advertising. not that they can really fail, but look at the NGC, see how non advertising killed a console. it was many other things with the GC, that killed it, but it deserved better from Nintendo in the way of advertising.

And I dont think that for one min the PS3 will go the same way, I just think it deservers far far better than what their 'creative team' are pushing out.

anyway.. rant over.


I dont really like these adverts, I didnt know if that really came across in what I just wrote... :-)

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K Phantom
Monday, March 24, 2008 @ 10:17:23 AM

this might be the worst commercial i have seen in a while, the one with the loud music works better for us fans and not some robot that turns to a woman, who is not very attractive i might add.

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Monday, March 24, 2008 @ 11:15:22 AM

Seriously! I mean, if she looked like Major Kusanagi,

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Monday, March 24, 2008 @ 1:04:19 PM

how the ps3 upgrades itself: it's the cel technology. software implementation will improve to take advantage of more of the ps3's cores and the result will be like a hardware upgrade. software upgrade=>hardware upgrade.

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Monday, March 24, 2008 @ 1:16:39 PM

I wanna see the "Dude Get Your Own" ad campaign expanded to PS3. He's the funniest thing since the "Dude you're gettin a Dell" guy.I wanna see the "Dude Get Your Own" guy follow people home and try to snatch PS3 controllers. Those ads crack me up.

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