As far as the Playstation 3 goes, this has been a stellar year for Sony. Sales of its gaming console have skyrocketed due to a price drop, as well as strong first and third party software support. As 2010 begins, Sony is striving to position the PS3 as not only a gaming device, but as a fully functional multimedia entertainment system. In doing so, they are hoping to differentiate themselves from their most direct competitor: Microsoft and the Xbox 360 console. The PS3’s new ad campaign, “It only does everything,” aims to do exactly that.
More after the jump.
The ads in this campaign vary based on which particular feature of the PS3 is being highlighted. There is one for Blu-Ray movies, one for gaming, one for their online marketplace, etc. The tagline and theme that ties them all together is the “It only does everything” at the end of the commercial. This simple, but brilliant tagline says everything Sony needs to. Now, since the Playstation 3 is the same price as the Xbox 360, Sony hopes to sway buyers that might be deciding between the two. “It only does everything” really focuses on the fact that you get more for your money when you buy a PS3 versus an Xbox.
The content of these commercials is simply hilarious in my opinion. Their target audience (which includes me) has a fast, edgy sense of humor and the writers of these ads really seem to get it. The dialogue is interesting and funny, but it also manages to convey the information extremely well. You might also notice that most of these commercials don’t star children. By positioning their console in this way, Sony is promoting both the multimedia capabilities of the PS3, and also legitimizing gaming as an adult hobby.
I think these commercials, with their edgy humor and style, have the potential to really solidify Sony as a “cool” brand in the mind of young adults. This campaign could represent an important reflection of the company’s mindset that might allow its core demographic to feel like they can connect with the company at a basic level. Good job Sony marketing department! I’m interested to see what you do next.