A History Of PlayStation Advertising

Throughout the years, the PlayStation brand has excited and bewildered us with their commercials and slogans. While not all the advertising campaigns were a hit, “Charlie” comes to mind, a majority of Sony's commercials for the PlayStation brand attracted the attention of not just gamers but viewers worldwide. With the PlayStation 4 fast approaching, whose first slogan and ps4 video is available to view, PS4 Experts felt that now would be a perfect time to look back at some of the more notable ad campaigns and slogans of the brand's history.

One of the earliest PlayStation advertisements is also one of the more standard ones: images of the games are displayed on-screen in rapid format, giving you a taste of what the PlayStation was all about. The early slogan ”Enos Lives” was soon changed to the more recognizable “U R Not E” with the E in red: red E, or ready. For many gamers, this slogan was the PlayStation's motto for many years.

Sony's next campaign would start on the PlayStation 1 but transcend to the PlayStation 2, becoming the slogan behind the brand for many years: "Live In Your World, Play In Ours." Early commercials featuring this slogan focused heavily on Sony's mascots at the time, such as Crash Bandicoot and Sweet Tooth, and brought about the familiar “CHUNG” sound effect and the PlayStation logo at the beginning of each commercial to symbolize that what you were about to see was for the PlayStation.

It wasn't until the PlayStation 2 that Sony's commercials evolved into the realm of the surreal and, quite frankly, odd. Some commercials, like the one featured below, featured no gameplay whatsoever:

As you can see at the end of the video, the slogan now features PlayStation symbols in the "Live In Your World, Play In Ours" slogan. Sony would use this slogan not only in commercials featuring the system itself but the games as well, always making sure the PlayStation brand was visible at all times.

The less said about the PSP's commercials the better. Often times featuring no gameplay whatsoever, the commercials ranged from annoying to ridiculous, especially when Sony attempted viral marketing with its “All I Want For Xmas Is A PSP” campaign:

With the advent of the PlayStation 3, Sony hit gold with the combination of a winning slogan, “It Only Does Everything,” and an ad campaign featuring Kevin Butler. Kevin would often answer viewer mail and, in each commercial, would hype up an aspect of the PlayStation 3, whether it was a feature of the system itself or a particular game. For many gamers, Kevin Butler was the voice of the PlayStation 3:

Returning back to the surreal, and often not focusing on gameplay elements, were the "Long Live Play" set of commercials. While gamers could recognize the gaming elements in the commercial, a lot of the elements fell flat to the non-gaming audience:

With the PlayStation Vita, Sony once again combined humor with gameplay videos, often emphasizing one particular aspect that made the Vita stand out from other portables. The slogan, "Never Stop Playing," emphasized the portable nature of the device.

With Sony's new slogan for the PlayStation 4, Greatness Awaits, it seems they already have one half of a successful advertising campaign; we're all eager to see the style they will take with their commercials. Hopefully it's more gameplay focused and less surreal or abstract.

What about you? Do you have a favorite PlayStation commercial or one that you can't stand? Let us know in the comments!

Article by - Joshua Phillips
Insert Date: 5/20/2013

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