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Videos: New PS3 Ad Campaign: It Only Does Everything


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274w ago - Today Marketing & PlayStation Network Senior Vice President Peter Dille has unveiled the PS3 console's new ad campaign- It Only Does Everything.

To quote: I'm excited today to unveil our brand new ad campaign for PlayStation 3. This year is going to be a game-changing year for PlayStation.

Last week, we extended an incredible value proposition with the $299 price move and the introduction of a sleek new form factor for the 120 GB PS3. We've coupled this news with a truly unmatched content line up this year with some of the most eagerly anticipated games in our history.

But this is just half the story. Today we are laying down the final puzzle piece with a new marketing campaign for the PS3 and the introduction of its new tagline, "It Only Does Everything."

You may remember our [Register or Login to view links] from earlier this year where we introduced Dustin Pedroia's "Dear PlayStation" spot and our resident PlayStation expert Kevin Butler.

These new ads, created by our partners at Deutsch LA, birthed a new campaign in which we will have direct conversations with consumers about everything the PS3 can do. And as you'll see below, "It Only Does Everything."

We know many of you would agree that the PS3 is an unrivaled gaming console. It's also the best Blu-ray player on the market. And most of you are probably aware that you can now download more than 2,000 movies without even leaving your couch.

However, we recognize there are still many consumers who may not be aware of how powerful the PS3 truly is. So we've tailored this campaign a bit differently to extend our reach and PS3 family.

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 takeaway from these ads.

We're kick starting the campaign with a TV spot highlighting the new $299 price point on September 1. But for you, our loyal fans, here's an official sneak peek.





It's a fully integrated campaign that seamlessly intertwines hardware, gaming and PlayStation Network benefits under one umbrella, each with a dose of our own irreverent humor. We knew you'd want more than just one peek, so here's a spot in which Kevin commiserates with a consumer about getting her boyfriend to get his PS3 connected to the PlayStation Network. Enjoy!





We look forward to your feedback and continued excitement, for what will be a truly great holiday and year for PlayStation. There's more to come, so stay tuned.



Stay tuned for more PS3 Hacks and PS3 CFW news, follow us on Twitter and be sure to drop by the PS3 Hacks and PS3 Custom Firmware Forums for the latest PlayStation 3 scene updates and homebrew releases!

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JeffJ's Avatar
#10 - JeffJ - 274w ago
Quote Originally Posted by Gullwing View Post
It only does anything! That's why it sells like shit! Futile tries of sony to become rich... Not going to happen.


if i was buying new, im a smart person if im going to spend $299, then i look at what each has to offer and from a feature/hardware standpoint the ps3 is the winner. so expect sales to surpass the Xbox 360 in the future.

and futile tries of sony to be come rich? they already are. I think being a multi-million dollar corporation that makes more money in a quarter then we could all hope to see in a life time... classifies them and pretty rich.

semitope's Avatar
#9 - semitope - 274w ago
Quote Originally Posted by Gullwing View Post
It only does anything! That's why it sells like crap! Futile tries of sony to become rich... Not going to happen.

The ps3 sells better than the 360 did in its first 3 years.

Gullwing's Avatar
#8 - Gullwing - 274w ago
It only does anything! That's why it sells like crap! Futile tries of sony to become rich... Not going to happen.

semitope's Avatar
#7 - semitope - 274w ago
Starting to hate all the Nigerian comments now. People can't learn to avoid offending any demographic while making an ad?

setTopbox's Avatar
#6 - setTopbox - 274w ago
Quote Originally Posted by Dibblah View Post
It only does everything. Well, apart from OtherOS. And PS/2 backward compatibility. And more than 2 USB ports.

That and native .mkv support. It's getting really annoying having to transcode every bloody file on my HD, ps3mediaserver is a life saver.

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