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PS3 brand campaign begins this week

"We should probably advertise this thing," someone said at a meeting of Sony executives.

And then it happened! A new "brand campaign" begins this week for the PS3, one that we hope is absent of creepy crying babies. According to a recent update, "the theme of this year's campaign uses computer animation to model key PS3 iconography in a black onyx world." One reader theorized that this mysterious logo may play a role in the upcoming advertising. We doubt it -- but it certainly sounds plausible.

Sony will most likely focus on their big holiday line-up, which includes Ratchet & Clank Future and the new IP, Uncharted. In addition to the usual key selling points of the system (Blu-ray, PSN, etc.), we hope that Sony will also run advertising to promote a potentially price-reduced machine. A $399 price tag would certainly look quite attractive.

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Reader Comments

(Page 1)

1. "the theme of this year's campaign uses computer animation to model key PS3 iconography in a black onyx world."


Here's a campaign at Sony no one has thought of...


Posted at 8:20PM on Oct 4th 2007 by comtar

2. @1

Whatever dude....were do you live that you can get a $250 wii and a $350 360 for under $499.....(Get over not being able to afford a 360)

Anyway....the wii is pathetic....for little kids.....the 360 is a piece of trash.

As for heavy hitting games....MGS4, Killzone 2, LBP, Haze, Uncharted, FFXIII......

Posted at 8:30PM on Oct 4th 2007 by Frank Martinez

3. @1

Whatever dude....were do you live that you can get a $250 wii and a $350 360 for under $499.....(Get over not being able to afford a 360)

Anyway....the wii is pathetic....for little kids.....the 360 is a piece of trash.

As for heavy hitting games....MGS4, Killzone 2, LBP, Haze, Uncharted, FFXIII......

Posted at 8:31PM on Oct 4th 2007 by Frank Martinez

4. who cares what kind of marketing line they use, the bottom line is "is it cool and get more consoles out to other gamers?".
judging by the ad i saw, the answer is "hell yeah".
i really like it.
besides, the whole "onyx world" is evocative of the "live in your world, play in ours", only this time, their world happens to be onyx...

Posted at 8:31PM on Oct 4th 2007 by Solace

5. @1

Just because you don't like a game doesn't mean it isn't a heavy hitter. Have you seen any of these games? Uncharted's gonna rock faces.

And btw, I could've gotten a 360 and a Wii with the money I spent on my ps3 but I didn't because I didn't wanna play last gen games with next-gen gimmicks and next-gen games with last-gen gameplay *cough* halo *cough*

Posted at 8:32PM on Oct 4th 2007 by Shattercross

6. What they've shown so far is pretty damn gorgeous, link provided for those who won't bother to read the actual source story.

Now, to put that into more places than just banner ads; I see at least a dozen commercials for the 360 for every 1 I see for the ps3. Hell, I only ever saw one Heavenly Sword commercial, while Halo3... I think they ran an ad for every single copy that was sold of that one. Even Bioshock got more space than anything ps3 related.

Posted at 8:33PM on Oct 4th 2007 by mccomber

7. What happened to comment #1??!?!?!? I could ve sworn I saw someone was bashing ps3 in comment #1

Posted at 8:38PM on Oct 4th 2007 by sm

8. @7

I think he came to his senses and realized he was on ps3 fanboy... where xbots get gangbanged...figuratively.

Posted at 8:43PM on Oct 4th 2007 by Shattercross

9. I don't recall mentioning the Wii...

I own a PS3, I am a happy owner of one. I just think Sony marketing has a huge disconnect in it's advertising. Maybe that's just me, but maybe I'd like to see advertising for the system itself instead of ads like the PS2 had, showing a group of Wild Golfers getting attacked by Porn Stars in Africa.

Yeah Porn Stars are cool and all. But this is advertising for a gaming system, or even an entertainment system...

Show some ads with people using it for movies, music, games... kinda like the Ipod Video ads. Or the Iphone, showing what it can do. Not eluding to frightening ad campaigns.

Just cause I want to show people having fun with it means I'm a Wii Fanboy? Since when?

Approach the resourcefulness of the PS3 and it's abilities as a movie/music/internet/gaming hub... show it connecting with the PSP for playing PS3 games anywhere... The PS3 does so much, and us PS3 owners know that. But where are the ads showing it? Shit at least the 360 ads show people playing together across the world getting pwned by some guy at Halo 3.

That's the kinda ad the PS3 needs about Warhawk.

Posted at 8:47PM on Oct 4th 2007 by comtar

10. LMAO I saw the add on PS3 fanboy this morning, it doesn't even work on your site lol, when you roll over it you blog area cuts it off.

Posted at 8:51PM on Oct 4th 2007 by Random1448

11. I liked the creepy crying baby but it would have been better with the little guy sitting there in a yellow puddle after seeing the PS3.

Posted at 8:53PM on Oct 4th 2007 by JimyD

12. @ comtar

I don't think those comments were directed at you. I happen to agree with you. Mix people playing your big hitting titles and having alot of fun doing it.

And does anyone notice the commercials for NBA live feature the PS3 and not the 360? Maybe a sign of things to come.

Posted at 9:02PM on Oct 4th 2007 by Cory

13. my adblock was nuking it at first. It's pretty slick, for a banner ad.

Posted at 9:08PM on Oct 4th 2007 by Jeff H

14. In engineering and science, we always use KISS (Keep It Simple Stupid). I think Sony's ads should do the same.

Posted at 9:17PM on Oct 4th 2007 by ruibing

15. Granted, I can't stand ads on websites, but that is probably the coolest banner ad I've ever seen. Very well done.

Disable Adblock if you are using Firefox.

Posted at 9:43PM on Oct 4th 2007 by AG23

16. I hope they advertise Uncharted like crazy. It is a system seller.

Anyways, good on ya Sony.

Posted at 10:05PM on Oct 4th 2007 by Andy

17. @12

I noticed that too. I find that very odd considering the PS3 has 3 NBA games to split the market compared to the 360's 2.

Thanks for the link mccomber.

Anyone else bothered by the Xbox 360 ads on the ps3.ign site

Posted at 10:10PM on Oct 4th 2007 by Andy

18. so i can see this ad where?

Posted at 12:18AM on Oct 5th 2007 by tyba

19. I said this on the forums I'm part of. It feels like SONY is relaunching the system. The way they're helping 3rd parties on how to use their console(SONY, to it's credit, was never know to treat 3rd parties unfairly) With games like HAZE, Uncharted, R&C, Warhawk,Everyday Shooter, Unreal III(Hopefully)And other previous titles like Resistance: Fall of Man, would get a Greatest Hits price drop. Would make the PS3 easier to people who waited to buy the console. And PS3 owners have a great winter to look forward to. KILLZONE 2, FF and MGS 4, nuff said.

Let's hope we get in game XMB access this fall.

Posted at 12:51AM on Oct 5th 2007 by ShinobiFist

20. Crying Baby FTW!

Posted at 1:27AM on Oct 5th 2007 by NoRRODhere

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