Will Sony's "Man Of The People" Ad Sell More PS3s?

There's no doubt that Sony hit the nail on the head with their new Long Live Play ad.

It was absolutely fantastic and made everyone proud to be a gamer and, perhaps more importantly from Sony's standpoint, a PlayStation fan. Sony has adopted this "man of the people" philosophy for their new marketing campaign; they avoid the faceless corporation stigma - often attributed to the competition, Microsoft - and simultaneously combat the issues Sony had to face this year.

Plus, the timing is clear- they want to convey the message that without the gamers, they're nothing. They want to prove their appreciation and in truth, they really have done just that. It's an awesome idea; somebody over there in the marketing department needs a hefty raise and a promotion. Sony has often come under fire for poor advertising in the past, so that's just another hurdle the company appears to have cleared with "Michael." But at the end of the day, Sony wants to sell more stuff. So the question is, will this campaign be effective? Will they sell more PS3s?

They got a definite boost from Kevin Butler and the "It Only Does Everything" campaign, but in reality, that was more due to the much-needed price cut. We got another $50 PS3 price drop recently, but is that - combined with this ad - enough to give the PlayStation brand the edge this holiday season? Or is something like Uncharted 3: Drake's Deception enough? Either way, though, we're big fans of that new campaign and normally, we don't really even notice ads. This latest one is just...spine-tingling. Can't wait to see the next one.

Tags: long live play, sony, ps3, playstation 3, ps3 sales

10/5/2011 9:12:21 PM Ben Dutka

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Comments (56 posts)

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The Doom
Wednesday, October 05, 2011 @ 9:32:48 PM
Reply

I doubt it. Regardless of how many sales the PS3 makes, the 360 almost always has a 5000 unit lead against it when it comes to NA sales. I don't mean to sound like an xbot, but that's the trend I keep seeing and the US now has a HUGE influence on the market and spurs the largest hardware numbers than Europe or Japan. The fact GeOW3 sold 3 million on its first week is something else to think about. I have a good feeling Uncharted 3 will sell very well, but not 3 million so early after release. After the exclusives, price drop, and new ad campaign, I don't know what else Sony could do to top the x360 when it comes to sales.

Last edited by The Doom on 10/5/2011 9:34:58 PM

4 up, 6 down

Dancemachine55
Wednesday, October 05, 2011 @ 11:05:57 PM

Apparently, ICO / Shadow of the Colossus HD Collection sold 2 million worldwide in its first week. Why is Gears 3 getting all the attention when a 6 year old game is selling nearly as well when re-released?

I love Gears 3, don't get me wrong, but the fact that a 6 year old game is selling 2 million in its first week deserves some attention.

Finally, 360 is doing well cos it's a social console, people buy one because their friends have one and they want to play with them online. Ask anyone with a 360, and nearly half will say that, what's the bet!?

If PS4 comes out before the next Xbox and has the same social networking features as Live and Vita, but free, I guarentee a big shift in sales. I hope Sony have learnt their lesson this gen, first out with a quality console, doesn't have to be the biggest game-changer as the PS3 was, but just reliable and allow us to chat to friends and multi-task bteween gaming, music, watching videos, etc.

13 up, 2 down

Excelsior1
Thursday, October 06, 2011 @ 2:22:32 AM

@dancemachine

i agree with you about the social aspect of the 360 having a big impact on sales. i don't see that trend in na ending upon ps4's arrival unless ms drops the ball somehow. xbox fans are more than happy to pay for live. it's what $60 a year? that's just not a deal breaker for what many people think is a better online service. after watching ms go the rrod without taking a hit i realized things have changed. especially here in na.

the social aspect of ms fans is exactly what makes ms's market share such a tough nut to crack so to speak. i'm sure these hardcore fans will be eyeing ms's next system and pressuring all their friends to pick one up as well. i don't know if sony adding the same features that ms has had for many years is enough. it's so late in the game, live and ms are very well entrenched here in na now. apparently cross game chat was impossible on the ps3. strange that the more advanced system could not handle cross game chat btw.

adding those features for free may help. again ms fans have been conditioned to pay for live. i'm not sure they will recognize the value in having free online services even if sony does include cross game chat on the ps4. if i were sony i would pack a headset with each console next time around as well.

as for this advertising. it's definitely great. i am a big believer in theory companies have to spend money to make money. the question is how much is sony willing to spend.

2 up, 0 down

Underdog15
Thursday, October 06, 2011 @ 8:22:14 AM

Gamers are a fickle people. Sure there are xbox fans that will get the next one before even knowing anything about it, but most people get pushed one way or another by a perceived value as opposed to an actual one.

PS1 and N64 both did extremely well. PS2 dominated that generation. Wii has dominated this one the same way PS2 dominated the last. And both 360 and PS3 are doing remarkably well (and similarly) worldwide.

No single company has excelled every single generation. Not even Nintendo! The Gamecube was definitely not the best selling by a long shot with roughly only 20% of the number of sales the PS2 experienced. Gamers will continue to sway from side to side generation in and generation out.

The loyalists to each platform exist only in forums and comments like these. Most people have no loyalties or educated notion of value. Most people don't really care.

As for trends, Xbox360 seems to have just gone over it's peak with the final Gears of War release. I expect 360 to continue to sell well for close to a year, but after that, it will fall. There was a time when NA xbox sales were sold an even greater amount per quarter than PS3. But that gap is narrowing as well.

I fully believe, when all is said and done, there will be more worldwide sales of PS3's than XBOX 360's.

Last edited by Underdog15 on 10/6/2011 8:24:21 AM

1 up, 0 down

jimmyhandsome
Thursday, October 06, 2011 @ 8:40:34 AM

Did the Ico collection really sell that well? Glad I could be a part of it.

As for this Ad selling more PS3s, I think Sony needs to up their frequency of television advertisements. I am constantly seeing the GeoW3 ad, but seldom see the Resistance 3 ad. It seems that this ad campaign is somewhat big-budget just looking at the casting, costume and make-up. They might as well go all out and pay to have it all over the place.

1 up, 0 down

Underdog15
Thursday, October 06, 2011 @ 9:18:18 AM

I think you're right Jimmy. Frequency is necessary. Even multi plat games get "Xbox360" after their commercials.

0 up, 0 down

Excelsior1
Thursday, October 06, 2011 @ 10:00:23 AM

@underdog

i absolutely agree gamers are fickle people. this gen kind of showed that. i don't agree the n64 did extremely well. it did okay, but sony won that round with the ps1. they absolurely dominated with the ps2. then we get to this gen which has been a strange gen indeed. it's difficult to pick a clear winner this gen but i guess objectively speaking it would have to be nintendo since they were written off for dead. i have real hard time calling them the winner though since it's not an hd system.

i hope i am wrong about ms fans but i fear i am not. my work place is absolutely dominated by these hardcore ms fans that are just downright hostile when i try to talk up sony. i don't know where this comes from but i suspect it's from the internet. one thing i've definitely noticed it is the younger crowd that displays this trait. i have heard things from these ms fans that would make you facepalm so hard you'd break your nose. uncharted? what's that? oh that game with all the boring climbing? okay whatever. their loss.

i have thought about the way this gen played out a lot. did ms really take that marketshare away from sony or was it kind of handed to them with the ps3's poor luanch and price point? maybe ms will make a similar mistake. maybe they will try to to overplay kinect and the hardcore gamers will be turned off. anything is possible i suppose. i do think sony is well positioned for the next gen becuase of all the developers they have lined up.

1 up, 0 down

Underdog15
Thursday, October 06, 2011 @ 12:01:16 PM

You make a good point, Excelsior, about the dev's lined up. Sony seems to have taken a much more firm stance on supporting developers. Even Valve turned around to all of a sudden liking Sony. I didn't think that would EVER happen.

Might be a great move, too.

0 up, 0 down

The Doom
Thursday, October 06, 2011 @ 3:09:06 PM

@Dancemachine55
You're going to have to provide a link for that, because I've never seen an article that says the ICO/SOTC collection sold that much. From what I saw it was around the 110,000s. Those may be impressive numbers, but not millions like you stated

0 up, 0 down

Geobaldi
Thursday, October 06, 2011 @ 7:21:33 PM

The latest sales totals I've seen for the Ico/Colossus collection is 236,739 worldwide.

3 up, 0 down

Victor321
Wednesday, October 05, 2011 @ 9:33:18 PM
Reply

I felt chills and maybe even tears when I recognized EVERY single character :')

And to me, it felt so surreal seeing Drake talking to Lightning. So casually. Over drinks.

;D

5 up, 2 down

fatelementality
Wednesday, October 05, 2011 @ 10:19:07 PM

He looked like he put on a little weight :)

7 up, 0 down

Victor321
Wednesday, October 05, 2011 @ 11:04:56 PM

Well, 3 epic singleplayer campaigns can do that to ya ;D

Like my cousin who got me into Playstation, who's reaching 40, said: "Victor, it's not about gaining weight. It's about making an investment to one's health. I don't want be all skin and bones when I'm 70."

1 up, 1 down

Ben Dutka PSXE [Administrator]
Wednesday, October 05, 2011 @ 11:19:24 PM

I didn't even see Lightning until watching it for the third time. I think it's Drake that grabs all the attention there. :)

6 up, 5 down

Crabba
Thursday, October 06, 2011 @ 4:05:06 AM

I guess I have to watch it a third time then Ben, because I watched it twice and never saw Lightning in there :)

Maybe it's because I'm scrutinizing Drake a little too much in the video, but he looks a tiny bit off...

1 up, 2 down

Highlander
Thursday, October 06, 2011 @ 2:07:59 PM

Saw Lightning on the second play - and I haven't played FFXIII...LOL! I guess we're not all blessed with Dragon Sight.

1 up, 1 down

Crabba
Thursday, October 06, 2011 @ 4:47:01 PM

Ok, so I guess I saw her, but not. I haven't played FFXIII so maybe I'm wrong but that didn't really look like the Lightning I've seen in trailers and whatnot...

0 up, 1 down

sonic1899
Wednesday, October 05, 2011 @ 9:46:52 PM
Reply

When someone asks me who's my favorite superhero, I'm gonna say Cole MacGrath

6 up, 0 down

Dreno
Wednesday, October 05, 2011 @ 9:53:25 PM
Reply

Holy crp!

Just youtubed the micheal ad.effing epic.

That ad makes me proud to be a gamer. For the sake of all game characters. Really makes you feel appreciated don't it?

Makes me wonder though, you guys think all those pictures up on the walls and ceilings were pictures of other real gamers who sent pics in?

I bet they were.

Makes me wish I would have sent a pic in.

4 up, 2 down

Gamer Girl Gemo
Wednesday, October 05, 2011 @ 9:57:18 PM
Reply

Oh, wow... The video actually made me cry a bit from purely being proud and honored! It makes us gamers actually feel like we are appreciated and not just another number in their sales. They really made it feel like without us, these characters would be nothing. Way to go, Sony. Once again, you've captured us in a whole new light. One that allows us gamers to say, "Yeah. I'm a gamer. And damn proud to be one."

5 up, 3 down

Gamer Girl Gemo
Thursday, October 06, 2011 @ 3:17:44 PM

What?? Ya'll don't like me crying a bit?? At least I'm a crying girl lol :PP

Last edited by Gamer Girl Gemo on 10/6/2011 3:18:29 PM

1 up, 0 down

SoulController
Wednesday, October 05, 2011 @ 10:04:49 PM
Reply

Love that commercial. It baffles me that Sony isnt in the lead sales wise. The commercial proved the power of all those iconic Sony affiliated character's. The 360's voodoo on the american public really is beyond annoying

4 up, 2 down

Highlander
Thursday, October 06, 2011 @ 10:02:50 AM

Microsoft excels at marketing voodoo. The reason the 360 is in the lead in the US is less about advertizing though, than it is about more subtle forms of marketing. The combination of constant negative spin from MS leaning and sponsored media outlets, astro-turfing (and yes, MS *does* do this) and dump trucks of money thrown at all sorts of 'partners' has had a huge impact this generation. That one year lead also didn't help.

2 up, 2 down

CheddarClyde
Sunday, October 09, 2011 @ 3:05:11 PM

There was once a time in this country where we actually worked hard to develop a better product or service than the competition thru creativity, ingenuity and dedication (god I sound old right now). Somewhere down the line though, we started simply depicting the competition in a negative light thru bribes, manipulation and lies. Sure it may have worked for Microsoft this generation, but it also has shown why the rest of the world excels at everything we used to.

I personally don't believe that we as PlayStation gamers are blind loyalist as we can all list legitimate reasons why we game on the PS3. Hell, if you're over 30 then you're likely a former Nintendo or Sega gamer anyway meaning that your brand loyalty only goes so far. I'd be willing to buy a 360 or any other Microsoft console if they actually made a serious effort to come out with some exclusive content that catered to gamers that weren't solely into shooters. When I see articles like "God of War 3 Is The Reason to Borrow a PS3" however, it boils my blood to no end.

Microsoft's (and their fans) tactics this generation have definitely hurt as many games just didn't get the chance to shine that they deserved. The rest of the world seems to understand this which is why the 360 has fallen to 3rd place internationally (and soon globally) but is in 2nd place in the US. In terms of whether an ad can help sell consoles, even one as impressive as this one, I don't know.

Sony has said in the past that they will never outspend Microsoft in advertising, and that may be a good thing. Sometimes I have to wonder if Microsoft is secretly losing money in their gaming division due to their ad budgets. They spent $250 million advertising Halo 3 and I know the game didn't cost anywhere near that to make.

0 up, 0 down

Snaaaake
Wednesday, October 05, 2011 @ 10:08:07 PM
Reply

Is there by any chance an Asian like me get to be on "Long Live Play"?

If it's possible I soooooooo wanna show it off to my friends.

3 up, 6 down

Victor321
Wednesday, October 05, 2011 @ 11:02:36 PM

Why would someone thumb you down for that :/?
We Asians gotta watch each other's backs :D

5 up, 3 down

Snaaaake
Thursday, October 06, 2011 @ 12:09:19 AM

Please don't tell me racist exist on PSXE.
I sure hope not.

6 up, 4 down

Vitron
Thursday, October 06, 2011 @ 7:29:34 AM

Sure hope so too..

0 up, 0 down

Snaaaake
Thursday, October 06, 2011 @ 8:03:52 AM

Look at all the thumbs down.........I don't suppose my post is offensive................

2 up, 1 down

Underdog15
Thursday, October 06, 2011 @ 8:30:21 AM

I didn't up or down. Instead of assuming people are racist, maybe people just think it's an irrelevant post because Sony would never judge people for how they look! What's the relevance of "An Asian like me". Why not a "gamer like me" so everyone can relate!

:) Maybe that's why they thumbed down!

2 up, 0 down

Highlander
Thursday, October 06, 2011 @ 10:00:04 AM

WTH are you lot on about?

2 up, 0 down

Twistedfloyd
Wednesday, October 05, 2011 @ 10:27:14 PM
Reply

I really liked the ad. Just wish they hadn't made us wait for it. Who were the soldiers supposed to be? The one that said, "Omaha...."

0 up, 0 down

Dreno
Wednesday, October 05, 2011 @ 11:02:29 PM

I think they may have just been some COD soldiers. Only thing I could find for call of duty and omaha was omaha beach for COD2.

But almost every character in the ad are from the current gen, except of course the ones that have sequels on the current gen like kratos and snake and etc...

So I guess its open to speculation

0 up, 0 down

Vitron
Thursday, October 06, 2011 @ 7:27:49 AM

You sure it was not from Medal of Honor or somethin'? Just sayin'..

0 up, 0 down

Dancemachine55
Wednesday, October 05, 2011 @ 11:10:34 PM
Reply

The fact that it is a spotlight on the gamer, with the PS3 and game characters taking second stage, makes it feel all the more humbling to be a part of the Playstation family.

This ad is the perfect timing for Sony to say "We appreciate your support and are nothing without you." That message came through loud and clear. Almost brought a tear to my eye, and made me grateful that I didn't sell my games in an attempt to be like the other macho, singlet wearing, beefed up airheads that many girls seem to like these days. Compared to them, we gamers are a true family that they will never understand, and don't deserve to. :)

5 up, 2 down

bigrailer19
Wednesday, October 05, 2011 @ 11:14:17 PM

The message came through loud an clear to you and I! I can't believe people are asking "who's Michael?"

2 up, 1 down

bigrailer19
Wednesday, October 05, 2011 @ 11:12:33 PM
Reply

I don't know if itll help sell or not. I do know I've seen and heard nothing but praise for it. Its been a huge highlight around the gaming community. So that's a win in my book.

0 up, 0 down

JackDillinger89
Wednesday, October 05, 2011 @ 11:27:24 PM
Reply

$250 for a ps3 i dont see why not. Considering the fact the ps3 been outselling 360 in japan and europe before the price drop now they should have the momentum to level the playing feild.

0 up, 0 down

Spanky
Wednesday, October 12, 2011 @ 8:07:04 AM

I traded in my old overheating Phat 40 and my Infamous 2 for a new Infamous 2 320 G bundle. $120 credit toward the system that was $299 retail! What a bargain! I'm set for years! :) The only downside is that the new Ps3s are boring to look at after having a snazzy Phat system with heat sensitive buttons all these years!

0 up, 0 down

Twistedfloyd
Thursday, October 06, 2011 @ 12:08:01 AM
Reply

Ah, word, thanks Dreno.

0 up, 0 down

Killa Tequilla
Thursday, October 06, 2011 @ 12:21:30 AM
Reply

Awesome add, nuff said.

1 up, 1 down

Clamedeus
Thursday, October 06, 2011 @ 4:38:27 AM

Indeed, that was a pretty epic ad if i must say so.

1 up, 1 down

ZenChichiri
Thursday, October 06, 2011 @ 1:51:32 AM
Reply

Michael didn't stand up to Zeus, that was me!

3 up, 0 down

Vitron
Thursday, October 06, 2011 @ 7:24:52 AM

We all did... well at least most of us.

:)

0 up, 0 down

Underdog15
Thursday, October 06, 2011 @ 8:31:41 AM

Not me... I took the disc out of my PS3 and then I hid under my stairs.

Michael's super brave.

Go Mike! I wanna be like Mike!

3 up, 0 down

___________
Thursday, October 06, 2011 @ 3:23:44 AM
Reply

let me put it this way.
if having the best games available exclusively to it, then i cant see a stupid crappy add campaign changing much!

2 up, 5 down

Clamedeus
Thursday, October 06, 2011 @ 4:39:30 AM

Mr ___ Negativity.

4 up, 1 down

Dancemachine55
Thursday, October 06, 2011 @ 6:24:57 AM

I like your comments. They have a completely opposite view to everyone else, even if they are all cynical or critical of what they are trying to achieve.

Almost refreshing to see someone who isn't impressed with these PS3 things and doesn't like 360 either.

3 up, 0 down

___________
Thursday, October 06, 2011 @ 10:32:31 AM

not negativity, common sense!
though that has gone the way of the dodo, so call it whatever you want!

1 up, 3 down

Vitron
Thursday, October 06, 2011 @ 7:22:37 AM
Reply

I sure hope so. That ad was, is, and will be forever EPIC!!

0 up, 0 down

AcHiLLiA
Thursday, October 06, 2011 @ 7:35:02 AM
Reply

I am the "Man of the People" don't ever forget that.

2 up, 2 down

Underdog15
Thursday, October 06, 2011 @ 8:25:23 AM
Reply

Why is Ghost so grateful in that video? Things didn't work out well for him, at all!

0 up, 0 down

Highlander
Thursday, October 06, 2011 @ 9:58:05 AM
Reply

Without seeing how the campaign will evolve it's difficult to say. I think anything that puts PlayStation back into people's minds and puts that $249.99 price tag out there prominently is going to increase sales. I also happen to think that a holiday release of select PS3 greatest hits at the reduced priceof $19.99 and a new tier of Greatest hits at $29.99 ($14.99 and $24.99 on PSN respectively) would be a big boost too.

0 up, 0 down

AcHiLLiA
Thursday, October 06, 2011 @ 1:55:51 PM
Reply

I'm not against Sony, love their stuff but I think the new headline "Man of the People" is a little over the top.

Last edited by AcHiLLiA on 10/6/2011 1:56:06 PM

0 up, 0 down

sirbob6
Thursday, October 06, 2011 @ 2:45:32 PM
Reply

Question: Can any one make out the words above the entrance when the paratroopers first make it inside the building?

0 up, 0 down

jimmyhandsome
Thursday, October 06, 2011 @ 3:50:09 PM

no but I thnk the last word is "lounge". I couldn't figure out the two words before it though.

0 up, 0 down

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