New PS3 TV Ad Campaign

The Mana Knight

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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.
http://blog.us.playstation.com/2007/10/31/new-ps3-tv-ad-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.
 
Yeah, I like these ads, way better than any other console ad and way, way better than the freaky crying baby adds. Do you know what the music is thats in the ads?
 
I have absolutely no interest in the PS3 at this point in time, but I must admit, they did an excellent job w/ those spots.
 
[quote name='The Mana Knight']I thought someone mentioned the song, but now I can't find it. :whistle2:( Yeah, I love the ads too.[/quote]

Artist = saliva

Song = Ladies and gentlemen
 
Definitely the best PS3 ads, the 60 second one is VERY strong-- showing off all of the different aspects of the system. I wish the 30 second one mentioned BluRay but at least it focuses on the games and shows good footage.

I'd think these will work fairly well-- the problem is they've had a year of bad press to overcome but these ads are definitely a step in the right direction.
 
Very impressive...although, I wish they could have shown off some of the multi-platform games like Assassin's Creed and Guitar Hero III; just to let people know they're also available on the PS3. I noticed all the titles were Sony developed, so I guess they didn't want to pay the third party companies to have their games in the ad.
 
Very nice. I have a sneaking suspicion that the mass market will still gloss over that this is a Blu-Ray player (a damn good one), though. If you don't slap mainstream America with these things, they don't get it.
 
Yeah, I was quietly impressed by those ads. Now they gotta get em out there on primetime. This weekends Colts v Pats game would be cool as half the country will be watching.
 
[quote name='y2kenjination']Very impressive...although, I wish they could have shown off some of the multi-platform games like Assassin's Creed and Guitar Hero III; just to let people know they're also available on the PS3. I noticed all the titles were Sony developed, so I guess they didn't want to pay the third party companies to have their games in the ad.[/QUOTE]Sony is usually more likely to showcase their own games, trying to push people into PS3 exclusive games.
 
Definitely a strong commercial. As stated earlier, it'd be nice to see it on Primetime channels/times for a couple weeks. Woudl really do the company some good for once.
 
[quote name='CrimGhost']Now all we need is an ad declaring a lower price for Resistance.[/QUOTE]I think Sony and Insomniac want to make all the $$$ they can from that, likw MS did with Halo.
 
I just saw the commercial twice in one commercial break while watchin the Celtics Wizard game, glad to see sony doing some advertising again.
 
This commercial is so much better on tv. I saw it while watching ESPN and i was like WOW all over again. I would really like to see how these ads relate to the hardware sales. I think it would have been better to also have the case of all the games shown appear under the $399 PS3 just to add extra emphasis. Have they said how much was spent on marketing?
 
I like how the commercial says "starting" at 399, lets people know subconciously that if they don't like the basic model there's a more elite (dare I say it) package available.
 
[quote name='Thomas96']I like how the commercial says "starting" at 399, lets people know subconciously that if they don't like the basic model there's a more elite (dare I say it) package available.[/quote]

They can whore out the system as much as they want in as many new commercials as they want, but some cheapasses like me won't bite till there's another hardware BC model that's cheap enough for OUR liking. And, Sony can still take Blu-Ray and shove it up their ass as far as I'm concerned. The only people it helps out, is them, with its anti piracy measures, while hurting consumers with higher prices than they're used to with dvd already.
 
[quote name='IAmTheCheapestGamer']They can whore out the system as much as they want in as many new commercials as they want, but some cheapasses like me won't bite till there's another hardware BC model that's cheap enough for OUR liking. And, Sony can still take Blu-Ray and shove it up their ass as far as I'm concerned. The only people it helps out, is them, with its anti piracy measures, while hurting consumers with higher prices than they're used to with dvd already.[/QUOTE]To say blu-ray is making PS3 expensive is now a myth. Blu-ray diodes are now down to $8 to use (basically, it only cost Sony an extra $8 to implement it now). Implementing blu-ray was a great decision because games will have enough space to be what they were intended to be (like MGS4, Uncharted, Ratchet & Clank, etc.). There have been multiple disc games on another console, which shows blu-ray is needed for the future.

That's actually cheaper than them including a GS and its components (which ranges from $20-$25). If you want BC, you're never going to get it cheap regardless (because the cost of PS2 chips ain't dropping anymore in price). If you want PS2 BC, the cheapest it will probably ever get is $300 (while no BC can get it down to $200).
 
I swear, I think Saliva must be strictly in the business of being contracted for trailer/ad/Sportscenter highlight reels background music. What a terrible, terrible band.*

Muted, the commercials are fine. Not great, just fine.


*--The opinion expressed above is a dismissal of the musical group Saliva, and ONLY the musical group Saliva. Any correlation drawn to Sony and any of their products, hardware or software, is only assumed by the minds of hyperdefensive fanboys. Who are looking for a reason to throw down. What else is new.
 
[quote name='jollydwarf']I swear, I think Saliva must be strictly in the business of being contracted for trailer/ad/Sportscenter highlight reels background music. What a terrible, terrible band.*

Muted, the commercials are fine. Not great, just fine.


*--The opinion expressed above is a dismissal of the musical group Saliva, and ONLY the musical group Saliva. Any correlation drawn to Sony and any of their products, hardware or software, is only assumed by the minds of hyperdefensive fanboys. Who are looking for a reason to throw down. What else is new.[/quote]

Lol, sadly I agree with you about that. If it wasn't for the music I might actually like the ad, but I hate the music. Even though I don't have a 360 or actually care about those games, I did love the ads for Gears of War and Halo 3, mainly because of the music.
 
[quote name='The Mana Knight']To say blu-ray is making PS3 expensive is now a myth. Blu-ray diodes are now down to $8 to use (basically, it only cost Sony an extra $8 to implement it now). Implementing blu-ray was a great decision because games will have enough space to be what they were intended to be (like MGS4, Uncharted, Ratchet & Clank, etc.). There have been multiple disc games on another console, which shows blu-ray is needed for the future.

That's actually cheaper than them including a GS and its components (which ranges from $20-$25). If you want BC, you're never going to get it cheap regardless (because the cost of PS2 chips ain't dropping anymore in price). If you want PS2 BC, the cheapest it will probably ever get is $300 (while no BC can get it down to $200).[/quote]

But really, WHY they chose to remove the full BC versus other features that maybe everyone wasn't using(WiFi, memory card ports) is beyond me, but this generation I'm struggling to understand what both Sony AND MS are trying to do.

Also though, if the BR diodes are that cheap now, what were they when the PS3 launched last year? Another thing is, I don't really care about multi discs, switching them means nothing to me, it actually gets me off my lazy ass to switch them.
As for the system not getting cheaper than $200-300, I just have to say to look at Sony's prior two gens for an inkling of what is in store in years to come for the price of the PS3. Hell, they're either barely at a year after release or close and they've already shaved $200 off the price, albeit at the expense of some USEFUL components.

So, to say its NEVER gonna drop below a certain pricepoint is foolish, considering Sony and every console manufacturers history of lowering the price once the tech becomes cheap enough to warrant it.
 
I saw this ad on TV as well. I was really amazed. I said, "Holy crap nice ad at the end. " then I got some chips. (Just thought you guys needed to know).
 
[quote name='The Mana Knight']To say blu-ray is making PS3 expensive is now a myth. Blu-ray diodes are now down to $8 to use (basically, it only cost Sony an extra $8 to implement it now). Implementing blu-ray was a great decision because games will have enough space to be what they were intended to be (like MGS4, Uncharted, Ratchet & Clank, etc.). There have been multiple disc games on another console, which shows blu-ray is needed for the future.[/quote]

Sorry, but multiple disc games are still as they are intended. Was Metal Gear Solid not they was it was intended since it was on two discs? Who cares about multiple discs? It really wasn't a pain back on the PSX, I could care less now.

[quote name='The Mana Knight']That's actually cheaper than them including a GS and its components (which ranges from $20-$25). If you want BC, you're never going to get it cheap regardless (because the cost of PS2 chips ain't dropping anymore in price). If you want PS2 BC, the cheapest it will probably ever get is $300 (while no BC can get it down to $200).[/quote]

Why can't they add software BC in the newer $400 model? Isn't it all just a program and none of the guts from the PS2? I really don't understand how the software emulation works on the PS3. Why did they cut it all together?
 
[quote name='Kendal']

Why can't they add software BC in the newer $400 model? Isn't it all just a program and none of the guts from the PS2? I really don't understand how the software emulation works on the PS3. Why did they cut it all together?[/quote]
Supposedly, there idea is that it will cause greater sales of PS3 software. They have already lost tons of money and are trying to make some of it up by causing people to only be able to play PS3 games. They have also stated that they don't plan on adding BC later (via PSN download etc...) but I think that will probably change in a year.
 
[quote name='Kendal']Sorry, but multiple disc games are still as they are intended. Was Metal Gear Solid not they was it was intended since it was on two discs? Who cares about multiple discs? It really wasn't a pain back on the PSX, I could care less now.[/quote]Yeah, but MGS4 needs a dual layered blu-ray disc (which is 50GB) and that's equal to 5 dual layered DVDs. Some games switching disc wouldn't be bad, but for a racer, a game with massive worlds, etc., switching disc isn't a good option. For a game like Uncharted, I don't think I'd want to switch disc. If Ratchet were using several disc, we'd probably see a screen saying (please insert disc 1 to visit one world) and so on. Part of the reason multiple disc were used during the PS1 era was FMVs taking up a lot of space. However, many next gen games don't use an extensive number of them (more so real time graphics taking up the space), and that's where switching disc may be a pain.

Why can't they add software BC in the newer $400 model? Isn't it all just a program and none of the guts from the PS2? I really don't understand how the software emulation works on the PS3. Why did they cut it all together?
Actually, the 80GB PS3 is 50% software and 50% hardware. Although the EE is emulated, the GS chip is still required. Currently, there is no good emulator out there which can emulate both the GS/EE, and obtain around 80% or so BC. The PS2 hardware, similar to the Saturn hardware, is VERY complex. Trying to emulate the complex hardware isn't really possible due to all the different ways games were developed (which the software emulation just can't do for everything). The only way for Sony to have PS2 games running on PS3 would be to emulate every game as a driver (kind of like MS does). Due to the vast number of PS2 games in all territories (over 2k), emulating most all of them isn't technically possible (unless a crapload of $$$ is spent on it).

The reason the 40GB PS3 has PS1 BC is because PS1 games are 100% software emulated, requiring no PS1 components to run. As of right now (like I stated earlier), there is no 100% software PS2 emulator out that to work with the cell. If there was, it would have PS2 BC right now.

Removing the GS chip (which was needed with the software emulated EE for PS2 BC in the 80GB) allows for reduced number of components that are connected to the GS (like capacitors, inductors, resistors, etc.). Removing it and its components allows the circuit board size to shrink, less solder needed, fewer traces needed on the PCB (the circuit also becomes less complicated), draws less current (therefore, lower wattage rating resistors can be used), and more. Although doing all this may save $25-$30 or so, multiply that by 1 million consoles made and that's a significant amount saved. Some say Sony should just eat up the costs, but in reality, they just lost like $800 million in the gaming division recently, so there's no way they're going to take a bigger hit than they are currently taking. Being an Electrical Engineer myself laying out PCBs and such, I pretty much know this.

One reason MS has a price advantage is because the 360 contains zero original Xbox components. If it did, I could almost guarantee you the console would be $50-$70 more expensive.

[quote name='ighosty']Supposedly, there idea is that is will cause greater sales of PS3 software. They have already lost tons of money and are trying to make some of it up by causing people to only be able to play PS3 games. They have also stated that they don't plan on adding BC later (via PSN download etc...) but I think that will probably change in a year.[/QUOTE]Read my post above. Jack Tretton had NOTHING to do with the 40GB model. It was all up to SCEI (SCE Japan portion). They released a PS2 BC less PS3 because it saves them money. The problem is that the person who wrote that article (saying Jack Tretton said what he did, which wasn't 100% true) that it costs them nothing to remove it, when in reality Tretton never said it and the journalist assumed it costs nothing to include it (the journalist assumed that with software, no hardware was needed, but it actually is). If SCE finds a solution to emulate the PS2 without the EE/GS, it may be added to the 40GB. But in reality, something like that will not happen for a long time, because there is no GS chip (so unless an emulator can emulate the GS functions, it's not happening right away). Some may think the RSX should be able to handle the GS functions; however, they function very differently and the effects from the GS just won't display correctly with the RSX.
 
This commercial is all over the fuckin' place, man.

Christ a'mighty, TMK, do you have ANY idea how many people aren't buying a PS3 strictly as a result of your blathering zealousness? Enjoy your system, dude...but chill the hell out, alright? You and Thomas96 do more disservice to the PS3 than missing BC, as far as I'm concerned.
 
the commercials are awesome. they are just as good as the new D-Wade commercials. and there is a PS3 Assassins Creed commercial. I saw it today along with the games one and the one that shows everything from Home to Blu-Ray.
 
[quote name='mykevermin']This commercial is all over the fuckin' place, man.

Christ a'mighty, TMK, do you have ANY idea how many people aren't buying a PS3 strictly as a result of your blathering zealousness? Enjoy your system, dude...but chill the hell out, alright? You and Thomas96 do more disservice to the PS3 than missing BC, as far as I'm concerned.[/QUOTE]Well, some of this has nothing to do with PS3. When someone assumes that because the 80GB used some software for emulation, it's completely software emulated and no PS2 chips were needed (when in reality, the GS chip is still used, so it isn't 100% software emulation). Since I'm mostly an Electrical Engineer and somewhat a Software Engineer, I get really ticked when people mix up hardware/software related stuff, because I definitely know there's quite a difference. And to those who think not including the chip and its components saves next to nothing has me a little upset, because I spend a lot of time at various electronic manufacturers websites (like Maxim IC, National Semiconductor, Linear Technology, etc. and vendors and have seen the prices in bulk for various components (it definitely doesn't costs next to nothing, and this is for businesses too)).

Anyway, as for the commercials, I rarely watch TV, but I guess I will now.
 
[quote name='gunm']Where's Eye of Judgment?[/QUOTE]It's not in their advertising campaign from what I gather (GT5P, Warhawk, Heavenly Sword, Ratchet & Clank Future, and Uncharted are though). That and Folklore will be SCEAs hidden games, that won't get much advertising (Lair won't either, but I definitely never expected it to since SCEA was pretty quiet about it before). They usually prefer to focus on the games that have the biggest appeal to the mass market.

However, I personally feel advertising Eye of Judgment would be good. Personally, I see it as a game many kids would like (not saying the game is only for kids, because I really want it) because many of them like card games and seeing them come to life should be special to them.

I'll probably contact SCEA directly about that and give them the idea.
 
A great way to showcase the system for the masses , congrats to SONY!Although I am not going to get a ps3 not yet....but for the average consumer that is a great way to showcase the power of the system...Now MS, needs to do something similar, if not better.......
 
Lair and Folklore didn't get very glowing reviews. Plus Lair isn't "new". I can see why they might not be that excited to push those games. EOJ did get decent reviews and features some innovative (albeit flawed) gameplay technology. Not sure if it's the TCG/CCG strappings, or related to something about the add-on Eye peripheral, but it just seems a bit odd that Sony isn't pushing more of their own IP at time when the competition is so strong.

I have to admit, the ad makes Uncharted look really good.
 
[quote name='mykevermin']This commercial is all over the fuckin' place, man.

Christ a'mighty, TMK, do you have ANY idea how many people aren't buying a PS3 strictly as a result of your blathering zealousness? Enjoy your system, dude...but chill the hell out, alright? You and Thomas96 do more disservice to the PS3 than missing BC, as far as I'm concerned.[/quote]
I think TMK is right on and the think the problem with gaming in general is your icon!
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[quote name='gunm']Lair and Folklore didn't get very glowing reviews. Plus Lair isn't "new". I can see why they might not be that excited to push those games. EOJ did get decent reviews and features some innovative (albeit flawed) gameplay technology. Not sure if it's the TCG/CCG strappings, or related to something about the add-on Eye peripheral, but it just seems a bit odd that Sony isn't pushing more of their own IP at time when the competition is so strong.

I have to admit, the ad makes Uncharted look really good.[/QUOTE]Actually, Folklore did pretty decent review wise (It averages like a 77% or so).

The situation with Folklore is that I kind of have a friend at one of SCEA studios (I won't say which). He mentioned that Folklore wasn't even going to be brought stateside in the first place, since SCEA isn't too fond of publishing RPGs usually (because unless it's a big series, RPGs just don't sell too well in the U.S.). However, since one of the marketing guys (or someone) had a chance to try out the Japanese version before release, showed it to everyone else at SCEA and convinced them to bring it stateside (showing them it's a pretty good game). Even if its reviewers were better, it probably would not have gotten the push some other games are getting (although SCEA did have a decent showing of Folklore at E3, unlike how they left Lair completely silent, during the press conference). Although Lair may be older, Warhawk actually released 2-3 days before it and it's getting the advertising. It's mostly just a matter of what SCEA wants to push.

I forgot, I don't think I've seen any commercials for NBA 08 (usually SCEA advertises their NBA games a lot, even if they aren't that good).
 
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