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Sony's New PS3 Ad Campign: "It Only Does Everything"

If you look over to the right, you'll see our weekly poll; this week, we're asking if you think the PlayStation 3 price drop is the final hurdle, or if Sony still needs to focus on advertising and marketing.

Well, as many of you voted for the latter, you'll be happy to know that Sony already has an ad campaign in place for the holiday season; a robust one that takes advantage of the new and attractive price tag and the fact that the PS3, well..."does everything." As revealed by Senior Vice President for Marketing and the PlayStation Network, Peter Dille, over at the PlayStation Blog, you'll start seeing several new TV ads next month. They've ditched the stranger, more obscure ads from the console's early days and are going with a more straight-up and humorous approach. "It Only Does Everything" tells us how the PS3 is the best Blu-Ray player on the market, how it's an "unrivaled gaming console," and how you can download over 2,000 movies "without even leaving your couch." As Dille says in his post:

"From now through the holiday season, you’ll see and hear about all the broad features and benefits this amazing device has to offer across multiple media including TV, radio, online, retail and social networking outlets. A total of 9 TV spots will roll out throughout the holiday, each highlighting a different benefit and feature of the PS3. So whether you’re a hardcore gamer or a Blu-ray enthusiast, you will have something to take away from these ads."

You can see the two ads before they hit TV; we kinda like 'em both, and we're hoping they see significant air play in the month of September and beyond. We also consider this a good sign that certain exclusive titles like Uncharted 2: Among Thieves and Ratchet and Clank Future: A Crack in Time will be very visible as well. Sony, just run these ads as often as we see ads for Geico, and we'll all be happy.

8/27/2009 Ben Dutka

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Comments (82 posts)

Natalisrubbish
Thursday, August 27, 2009 @ 11:08:29 AM
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Thank goodness they are finally understanding the marketing aspect of how to get the PS3 moving. Unfortunatley (speaking mostly of the U.S.), people are not research savvy enough with the interent to find out about things sans advertisements. Good work Sony! I think they can really pull ahead now if they play their cards right.

Agree with this comment 13 up, 2 down Disagree with this comment

Hezzron
Thursday, August 27, 2009 @ 1:18:28 PM

I'm giving you a "thumbs up" for your brilliant user name. Natal is rubbish is right!

Agree with this comment 14 up, 2 down Disagree with this comment

bamf
Thursday, August 27, 2009 @ 7:26:02 PM

I remember reading about the huge amount of money spent on Kilzone 2 ad campaign, yet I only ever saw one tv ad. Nothing on billboards or public transport. Heard nothing on the radio and never saw a full page ad or any other ad in a magazine or newspaper. Where did the money go? I hope the same doesn't go for Sony's new PS3 ad campaign?

Last edited by bamf on 8/27/2009 7:27:11 PM

Agree with this comment 4 up, 0 down Disagree with this comment

kevinater321
Thursday, August 27, 2009 @ 11:12:50 AM
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Haha thats funny, it only does everything. The people at sony are some smart cookies. ;)

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CrazyIrishBoy
Thursday, August 27, 2009 @ 11:17:17 AM
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Im pretty sure their old tv ads put people off buying a ps3, ads leave an impression on alot of people and perhaps the old ones are part of the reason the ps3 got so much hate from the media.

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mexgeo86
Thursday, August 27, 2009 @ 11:41:50 AM

the one with the crying baby...freaky

Agree with this comment 9 up, 0 down Disagree with this comment

ThePearlJamer
Thursday, August 27, 2009 @ 12:26:42 PM

I really liked the more obscure ads...but guess that wasn't working out too well for them...

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VersusAlby
Thursday, August 27, 2009 @ 11:17:39 AM
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the first one is great so much Irony^^
It's got they have this sense of humour

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fluffer nutter
Thursday, August 27, 2009 @ 11:23:12 AM
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Okay. Finally got to see the ads. I chuckled. Good stuff and I like their angle.

Last edited by fluffer nutter on 8/27/2009 11:25:21 AM

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cLoudou
Thursday, August 27, 2009 @ 11:25:20 AM
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hahaha, love it.

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Kevadu
Thursday, August 27, 2009 @ 11:30:17 AM
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It only does everything...except play PS2 games ;)

Sorry, but somebody had to say it...

Agree with this comment 18 up, 4 down Disagree with this comment

Swim_Irr
Thursday, August 27, 2009 @ 12:23:37 PM

Oh come on now... Just get over it already.

I've been spotting ps2s for 75 dollars here in Tucson, AZ ever since the new ps3 was announced. I doubt this is the only place that is happening...

There is absolutely no reason to complain about what you get with that $299 purchase.

Let it go man.

Agree with this comment 8 up, 8 down Disagree with this comment

ThePearlJamer
Thursday, August 27, 2009 @ 12:28:20 PM

The Sh*tbox can fry eggs and break constantly...too very important features to Microsoft...just like Vista and Zune...everything they make is crap...

Agree with this comment 19 up, 2 down Disagree with this comment

fluffer nutter
Thursday, August 27, 2009 @ 12:36:20 PM

Vista works fine for me. Never had a problem with it.

Agree with this comment 5 up, 7 down Disagree with this comment

Kevadu
Thursday, August 27, 2009 @ 1:18:37 PM

It's a legitimate gripe, Swim_Irr. And it's not just about the cost of a PS2. I, like most people, already have a PS2. But I also have a 80 gig PS3 with BC and I greatly prefer to play PS2 games on the PS3.

First of all, the PS2's composite video out looks like crap on a HDTV. The PS2 was just not designed with HDTVs in mind. Even when playing a PS2 game, the video output of the PS3 (using HDMI) is *much* better.

There is also the added convenience of having a single machine that does everything instead of having to keep multiple consoles around. This is not a trivial point, especially for a machine that is specifically marketed as doing everything.

Then there are added bonuses to using the PS3 like not having to deal with memory cards and wireless controllers. PS2 gaming is just better on a PS3.

Like I said, I have an 80 gig with BC and while it works with most games it doesn't work with every game. I really hate it everytime I have to get out the PS2 to play a game. If it just had full backwards compatibility support I wouldn't have to...

Agree with this comment 10 up, 0 down Disagree with this comment

Alienange
Thursday, August 27, 2009 @ 2:47:49 PM

Kevadu you are absolutely right. Saying PS2 compatibility is not needed and we should get over it is ignorant. Go back three years and that's what they were touting as a big feature. If it's not important then why would PS1 support be important?

Agree with this comment 6 up, 2 down Disagree with this comment

Highlander
Thursday, August 27, 2009 @ 3:28:21 PM

Because Sony no longer makes PS1, but it does still manufacture and sell PS2, and actively develops games. The theory goes that when PS2 ceases manufacture and sale, PS2 compatibility will be restored by firmware or download.

Agree with this comment 4 up, 1 down Disagree with this comment

WorldEndsWithMe
Thursday, August 27, 2009 @ 3:42:19 PM

It's ignorant! It's ignorant!

Agree with this comment 1 up, 1 down Disagree with this comment

Jawknee
Thursday, August 27, 2009 @ 4:10:52 PM

Bah! Vista made me switch to Apple. Lovin my iMac.

Agree with this comment 5 up, 7 down Disagree with this comment

fluffer nutter
Friday, August 28, 2009 @ 12:24:32 PM

I started with Macs and never had a problem with them. I've yet to have any problems with Microsoft OS but then they always do what I ask of them. Might have to do with quality hardware. ;)

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Scarecrow
Thursday, August 27, 2009 @ 11:42:42 AM
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I like!

Agree with this comment 2 up, 0 down Disagree with this comment

Orvisman
Thursday, August 27, 2009 @ 11:51:27 AM

Me too!

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WorldEndsWithMe
Thursday, August 27, 2009 @ 3:42:45 PM

me three

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Highlander
Thursday, August 27, 2009 @ 11:55:09 AM
Reply

I can't watch the video from work, but does either of these include the Director of Rumor Confirmation?

Another site is reporting that this fictional 'Director of Rumor Confirmation' will also have at least one TV Spot.

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fluffer nutter
Thursday, August 27, 2009 @ 12:37:10 PM

Yes. The same guy is in both of the commercials and in one of them he is the Director of Rumor Confirmation. In the other advert, he's the Director (or maybe President) of Enough is Enough.

Last edited by fluffer nutter on 8/27/2009 12:37:36 PM

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Zorigo
Thursday, August 27, 2009 @ 12:37:16 PM

yh it does.
and try and watch these if you can, their hilarious and i think will make huge sales.

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Highlander
Thursday, August 27, 2009 @ 12:43:15 PM

Coolness.

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frylock25
Thursday, August 27, 2009 @ 12:46:06 PM

yeah the rumor monger asks sony about it being 299 and the director of rumor confirmation, kevin butler, comes out and wont state that the ps3 is 299 while everything else on the screen does.

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Fane1024
Thursday, August 27, 2009 @ 7:37:54 PM

The MLB09 ad featuring the same guy was funny. Glad to see him return.

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Swim_Irr
Thursday, August 27, 2009 @ 12:17:40 PM
Reply

September and Beyond!!!

Agree with this comment 1 up, 0 down Disagree with this comment

Zorigo
Thursday, August 27, 2009 @ 12:37:38 PM

up up and away

Agree with this comment 1 up, 0 down Disagree with this comment

Vivi_Gamer
Thursday, August 27, 2009 @ 12:42:48 PM
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"It Only Does Everything"

It doesnt play PS2 games like MY PS3 does :)

Agree with this comment 6 up, 10 down Disagree with this comment

Orvisman
Thursday, August 27, 2009 @ 1:52:16 PM

Late to the party.

Someone already wrote that above.

Agree with this comment 11 up, 3 down Disagree with this comment

Alienange
Thursday, August 27, 2009 @ 2:49:09 PM

He's entitled to expressing his opinion.

Agree with this comment 8 up, 6 down Disagree with this comment

Orvisman
Friday, August 28, 2009 @ 10:03:19 AM

Yes he does.

He could have also expressed it in the previous post on that commnent instead of starting a whole new one.

That was my point.

Anyway, don't overreact, I was just kidding anyway.

Besides, when I offered MY point on an article John Shepherd wrote a while ago about how the PSP needs some proper GTA loving since the DS had Chinatown Wars, you reamed me a new butt hole because I dared to offer MY opinion on John's article.

I simply pointed out how John hadn't done the proper research because the PSP already had two GTA games and RockStar HAD already announced Chinatown Wars for the PSP and you launched into a scathing tirade defending John and telling me to STFU, which was pointless because John's story was wrong and he engaged in poor reporting.

But apparently I didn't have the right to MY opinion then, did I?

I guess people are only allowed their opinion when you deign to allow them to have their own opinion, especially when you agree with them.

So, oh great Alienange, may I have a right to my own opinion now without you going off on another tirade?

Please? Pretty please my magnificent and benevolent liege?

Hypocrite.

Last edited by Orvisman on 8/28/2009 10:04:13 AM

Agree with this comment 2 up, 0 down Disagree with this comment

VersusAlby
Thursday, August 27, 2009 @ 12:48:03 PM
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Come ooooooon^^

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frylock25
Thursday, August 27, 2009 @ 1:04:28 PM
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all along sony seems to play the game of we will talk about it when we have something to talk about. so they get the ps3 out and keep working on it. use consumer feedback to find a happy medium and market in that area. they cover everyone and leave it open for developers to do what they want on their end. now all of a sudden they have caught up, moved ahead and slimmed the system. lower the price.

now by this time you have a bad ass line up of games, a blue ray player, free network and smaller more effecient machine. sounds like somthing to talk about.

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Hezzron
Thursday, August 27, 2009 @ 1:27:32 PM
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Sony did have fantastic TV adds for the PS2 in the past. I loved the Ratchet & Clank ones where they'd show the wacky weapons performing in the real world. I believe Toyota and even some beer commercials used the same technique later on. Can wait to see the new ones on TV.

Agree with this comment 7 up, 0 down Disagree with this comment

kevinater321
Thursday, August 27, 2009 @ 8:34:42 PM

Yeh, the ratchet and clank one's wer kick ass!

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AKA M80 TheWOLF
Thursday, August 27, 2009 @ 1:55:14 PM
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Can't disagree w/ that :]

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fundando
Thursday, August 27, 2009 @ 2:49:56 PM
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I feel that way about my ps3. It does do everything.

Agree with this comment 3 up, 0 down Disagree with this comment

LividFiction
Friday, August 28, 2009 @ 8:59:32 AM

It even balanced my checkbook once.

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Alienange
Thursday, August 27, 2009 @ 2:52:33 PM
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They would persuade me to buy a second one.

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Gregory Freeman
Thursday, August 27, 2009 @ 3:17:40 PM
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lol i love how it plays off of all the rumor from the past year, and also plays on sony's reactions when theres proof everywhere...

i think mostly every1 will find it brilliant, but only those who are acustomed to sony internet rumor will truly get it:P

funny either way....

Last edited by Gregory Freeman on 8/27/2009 3:17:48 PM

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WorldEndsWithMe
Thursday, August 27, 2009 @ 3:45:06 PM
Reply

It's true, it does everything but touch my penis :)

Last edited by WorldEndsWithMe on 8/27/2009 3:45:19 PM

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Jiggy
Thursday, August 27, 2009 @ 4:18:10 PM

That could very well be in an upcoming update! Stay tuned! ha ha

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www
Thursday, August 27, 2009 @ 4:26:57 PM

Of course, the PS3 isn't gay! Lol

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mexgeo86
Thursday, August 27, 2009 @ 4:33:26 PM

hence 'FIRM'ware update...

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WorldEndsWithMe
Thursday, August 27, 2009 @ 4:36:13 PM

My PS3 is a girl, she's a bit of a chub but I love her anyway.

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Jawknee
Thursday, August 27, 2009 @ 4:44:08 PM

Chubby girls are like mopeds. They're fun to ride until your friends catch you on one.

Agree with this comment 8 up, 1 down Disagree with this comment

frylock25
Thursday, August 27, 2009 @ 10:41:11 PM

but unlike chubby girls and mopeds ur friends get jealous when ur ps3 is older and fatter ;)

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Highlander
Friday, August 28, 2009 @ 12:10:46 AM

I'd rather make love to a lady with curves than a stick with lips...

Oh, and I'll keep that PS3 phat too.

P.S. KOS-MOS and Shion look better when stretched to fit widescreen. Ladies with curves, women of substance, call them what you will, they rule. Sorry ladies, but if you're stick thin and have bones and joints where there ought to be curves, it's time to hit MacDonald's up for a Big Mac.

Last edited by Highlander on 8/28/2009 12:17:16 AM

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Jawknee
Thursday, August 27, 2009 @ 3:50:24 PM
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I just picked up a slim at gamestop. They had "Xbox Price Cut!!!!" plastered over every inch of window. I was tempted to ask about their bais but I didn't want to make my self dumber by listening to their answer.

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Highlander
Friday, August 28, 2009 @ 12:21:51 AM

You could always ask them how it's a price cut when the Xbox 360 with a hard disc already cost $299. So it's not really a price cut, it's more of an upgrade. The funny thing is that the extra capacity in the hard disc probably doesn't cost them all that much, and those 20GB HDDs are in fairly short supply meaning that the Elite with 120GB might be cheaper to make.

So, is it a price cut? or did they just realign their SKUs?

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Jawknee
Friday, August 28, 2009 @ 12:33:15 AM

Realign their SKU's of course.

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Orvisman
Friday, August 28, 2009 @ 10:09:51 AM

GameCrazy is also running a deal:

Trade in your PS2 and get a 360 Arcade for $139.99.

It's like they want PS2-only owners to upgrade to the 360 and not the PS3.

How about advertising you can also trade in your PS2 and get a PS3 Slim for $240, which I'm sure you can also do; but they are not advertising that much.

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Jawknee
Friday, August 28, 2009 @ 3:59:38 PM

I didn't even know gamecrazy was still in business. I would be surprised if M$ were buying these adds

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WorldEndsWithMe
Thursday, August 27, 2009 @ 4:03:43 PM
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AHHHH, in that second commercial about the online, they STILL didn't mention that online play is FREE.

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Scarecrow
Thursday, August 27, 2009 @ 4:28:12 PM

:(

Makes me think that they'll add a "Premium service some time in the future."

:(

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Highlander
Friday, August 28, 2009 @ 12:26:53 AM

I think you guys are kinda reaching.

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King James
Friday, August 28, 2009 @ 12:34:07 PM

World, ppl know that already.

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Gogaku
Thursday, August 27, 2009 @ 4:27:36 PM
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Hmm, I still don't think they hit the ball out of the park with the ads. The first ad is ok, but they should've mentioned that the new ps3 is smaller, and more energy efficient. The second ad was kinda stupid to me, especially since they didn't show what Home is, or said that online is free, nor explained that wifi is built into the machine... They should also show more games, and especially highlight GT5, KZ2, UC2, LBP, and the new R&C.

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King James
Friday, August 28, 2009 @ 12:33:19 PM

7 more commercials to go...

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Xra897
Thursday, August 27, 2009 @ 6:20:15 PM
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wow they might just advertise this right

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Dancemachine55
Thursday, August 27, 2009 @ 9:21:28 PM
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Just watched the ads. Very funny. Loved the director's reaction to the boyfriend not having hooked up the PS3 to the net. Great stuff.

And without a doubt, the best slogan Sony has ever come up with:

"It only does everything"

Very true. I can see these ads helping with a lot of PS3 sales over the next few months.

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qx512xp
Thursday, August 27, 2009 @ 11:47:39 PM
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it only Does Everything!!! {WTF} NO Backwards Compatibility.

Last edited by qx512xp on 8/27/2009 11:49:18 PM

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Highlander
Friday, August 28, 2009 @ 12:32:42 AM

It does everything.

Games
Movies
Music
Online
Blu-Ray
Parties
Multi-Player
Blue Ray
Free Demos
...
...
Everything

Guess what, it doesn't play Xbox games either, or Nintendo games. While I'd love to see BC included, it's not there right now. To be perfectly frank, people whining about the lack of BC are failing to apply their own God given common sense. Sony just cut the price of this puppy by 25% and increased the size of the HDD, without removing any features. Sounds like a good deal. Why on earth would you try to nitpick?

Good grief!

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King James
Friday, August 28, 2009 @ 12:32:17 PM

Mine is backward compatible. Guess u should've bought one b4 the MG4 bundle got discontinued.

Noobz.

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Jed
Friday, August 28, 2009 @ 12:56:49 AM
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Just watched the ads, that's some good stuff. I love the Director of Rumor Confirmation, good to see they can laugh at themselves.

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King James
Friday, August 28, 2009 @ 12:30:28 PM

Wii: Your $250 workout plan.

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Fane1024
Friday, August 28, 2009 @ 4:18:31 PM

...still cheaper than a lot of gym memberships and you can use the equipment any time you want (without having to wait because the gym is overloaded with members).

But wouldn't it be more like $400 once you buy all the peripherals?

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Leothebest
Monday, August 31, 2009 @ 9:28:49 PM

save a brick and throw a wii ...a good brick is hard to find ;)

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___________
Friday, August 28, 2009 @ 2:58:28 AM
Reply

massive ad campaign like KZ2 massive?
i hope not, i only saw no have seen 2 adds on TV for killzone 2.
2 in what 6 months, ive seen probably 1 million for halo wars by now.
there was no billboards no advertisement on busses or bus stations, no posters in shops, no advertisement in game stores.
i reckon if i stood in the middle of the city and asked people what the playstation 3 was at least 70% of people would have no freaking idea.
thats how bad sonys marketing is.
if i asked about the 360 or wii 100% of people would know.
god every single day theres a add for the nintendo DSI, i cant remember the last time i saw a psp add.
or ps3 for that fact.
i hope sony has fired there marketing team because they clearly were not doing their job, and please market the sh** out of uncharted 2.
please please please.
im sick of xbot rubbing sales in my face, please sony shut them up for the love of god.
and hopefully this will make them enough money to bring back 8 days and the getaway.
they dropped those for ^%$%ING EYEPET! youve gota be kidding me!
its like dropping uncharted 2 for singstar.
i allways thought sony were stupid but ^%$^ that just proves it.

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phade2blaq
Friday, August 28, 2009 @ 8:11:36 AM
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If it does "everything" it would let people who want to play their PS2 games play their PS2 games ! Come on Sony listen to the consumers and bring back BC !

It would in no way detract from the PS3 game library ! I play my PS2 games on my 60GB but I play more of my PS3 games ! My PS2 games I play are the ones that I never quite finished so having the option of BC to me was a welcome addition !

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King James
Friday, August 28, 2009 @ 12:29:56 PM

You should have got one earlier.

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Fane1024
Friday, August 28, 2009 @ 4:19:56 PM

He did.

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Crabba
Friday, August 28, 2009 @ 5:20:39 PM

If Sony really isn't planning on adding software-based BC to the PS3 they really should just add a second SKU with hardware BC (just like before with the original PS3) for maybe $349 or maybe even $379. I'm sure it would still sell well and give those people who really WANT BC an OPTION...

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King James
Friday, August 28, 2009 @ 12:29:15 PM
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Best PS3 ads ever!!

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NetheRealm
Monday, August 31, 2009 @ 8:28:15 PM
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They really should appeal to & help educate the older uninformed casual gamers & parents

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NetheRealm
Monday, August 31, 2009 @ 8:32:34 PM
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I'd gladly give up BC to get custom soundtracks & cross chat in all games oh wait we don't have any of that. Hmm guess it doesn't do everything...

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notoriousbob
Tuesday, September 01, 2009 @ 1:11:54 AM
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I love Sony. And bacon.

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PaiNT_kinG
Tuesday, September 01, 2009 @ 2:36:44 AM
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no only my 60GB CECHA01 PS3 does everything haha xD

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