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http://blog.us.playstation.com/2007/10/31/new-ps3-tv-ad-campaign/Greetings PlayStation Nation!
Like all of you, I’ve been a big fan of our new blog - but until now, I’ve been staying behind the scenes. I’m excited to share my first post here and thought that our new advertising campaign for the PS3 would be of interest to everyone. In fact, the campaign is scheduled to break this weekend in conjunction with the introduction of the new 40GB PS3 here in North America. But as a reward for being some of our most loyal fans, I wanted to get this out to all of you first.
Last year, we launched the PS3 with a campaign that become known as the “White Room” and we received a strong reaction to those ads for being provocative and demonstrating the PS3’s power. With those technology messages now firmly embedded, we wanted to move beyond the “power” message with a more high-energy, entertainment driven focus for the PS3. The games are here, the price point is now $399 and we wanted to make the news loud and clear. But we need to deliver that in a way that befits the PlayStation brand. And so, beyond the brilliant HD games that the PS3 delivers, you’ll also see a big focus behind the PS3’s Blu-ray movie capability and, for the first time, you’ll see a major focus behind the PLAYSTATION Network (did I mention online gaming is free on PS3??) and the exclusive gaming content available on the PLAYSTATION Store, as well as breakthrough services like Home. As Kim noted in her recent post, with so much brewing inside the PS3, the icons and characters of the PS3 world come to life in the vivid black onyx world of the PS3 and nearly burst out of its seams.
The spots feature some of our recent and highly anticipated first-party titles including Heavenly Sword, Warhawk, Ratchet & Clank Future: Tools of Destruction, Uncharted: Drake’s Fortune and Grand Turismo 5 Prologue, as well as upcoming third-party exclusives such as Haze from Ubisoft and Metal Gear Solid 4 from Konami. I recall seeing some comments on this blog recently lamenting why we weren’t making a bigger deal out of Metal Gear. Well, get ready for a steady diet, because Metal Gear Solid is the mother of all exclusives and we can’t wait for its release. But we’ll also feature other great PS3 games like Burnout Paradise, WWE Smackdown vs. Raw 2008, Assassin’s Creed, Madden NFL 08 and Time Crisis 4 rounding out the genre-defining titles and breadth of a lineup that you can only find on PLAYSTATION 3.
We’re kicking off the campaign in a big way with high-impact: 60 second spots (“Universe of Entertainment”) which feature PS3’s multi-functional capabilities and really kicks off the compelling and addictive nature of this campaign.
The videos are on the blog. All I gotta say is that I definitely like it more than the previous ones, and I'm glad they highlight the low price point.