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.