PS3 ads still peddling potentials
by James Ransom-Wiley 
{ Oct 25th 2006 at 11:10AM }
A pair of new PlayStation 3 ads are telling the same old story, and telling it well. The uninitiated might believe that Blu-ray's 50 GB capacity is necessary for next-gen gaming and that the Cell chip is "the future" of processing power, but are you buying it yet?How about this: let's match the Cell up against a triple core 3+ Ghz PowerPC. Are we really looking at "the future" then?
But let's forget about PCs for the moment; just focus on console gaming. So the PS3's packing a lot of potential, right? But who's exploiting it? Are you willing to believe -- as the "Smarter" ad implies -- that Incognito has assigned programmers to render unique air currents into Warhawk? Are you willing to believe that it's just space, 50 GB to be exact, that's needed to bring virtual worlds to life? Sure, that's unrivaled capacity, but how many tens of millions of dollars will need to be spent on art assets to fill it? It's not just "time" that's holding back the PS3, it's money.
[Thanks, Colin; via TechEBlog]
"Play B3yond - Capacity" (Blu-ray):
"Play B3yond - Smarter" (Cell processor):
Reader Comments (Page 1 of 3)
FJ 2036 @ Oct 25th 2006 11:16AM
I think these 2 ads are pretty cool, I showed my friend them and after he saw them said he wants a ps3 lol.
Bbnight3 @ Oct 25th 2006 11:18AM
Oh, you gotta be shitting me.
spoo @ Oct 25th 2006 11:18AM
Comparing single layer to dual layers, nice.
> @ Oct 25th 2006 11:18AM
Oh shut up Joystiq, you just brought this up to start a flame war and get hits. Its marketing, what the f*ck do you want them to say?
Joseph @ Oct 26th 2006 1:14AM
Joystiq hates sony?
nodnetni @ Oct 25th 2006 11:20AM
Oh, I love flame bait.... :)
BlindsideDork @ Oct 25th 2006 11:22AM
Wait, since when did a normal computer only process ONE thing at a time? Don't computers perform multiple tasks at once?
And so you can have BIG rain clouds..but can you PLAY in it? And are you going topay $600 to wathc a snow storm or rain storm, or play a game?
ry @ Oct 25th 2006 11:22AM
Grapes are fun!
JimmyHACK @ Oct 25th 2006 11:24AM
it's called an ad....
the purpose of advertising is to glorify your product and make it seem as a must have.
can't really say anything negative when they are doing what is normal.
get over it @ Oct 25th 2006 11:26AM
quick everyone bash the ads!!! trash sony now!!! we've only got 24 more days before we have to base our comments on the reality of a machine people have in their homes rather than our own personal pointless dislike of sony!!!
crono141 @ Oct 25th 2006 11:25AM
"Wait, since when did a normal computer only process ONE thing at a time? Don't computers perform multiple tasks at once?"
The way I understand it (and its probably wrong) is that single core CPU's perform multiple actions at the same time by splitting up dedicated clock cycles for each action. It just switches between the processes very quickly.
ribalt @ Oct 25th 2006 11:30AM
well, it's a big waste, for shure! the ads can't make it better...
Joe P. @ Oct 25th 2006 11:29AM
Mmmm, what's this tasty looking wiggly worm thing here? What's that, a sharp piece of bent metal sticking out of it?
Nah.
SickNic @ Oct 25th 2006 11:32AM
What about the ad where the granny is making tea? that sure as hell has me sold! /sarcasm
http://www.youtube.com/watch?v=wbDVOt-rDSo&eurl=
The Truth @ Oct 25th 2006 11:38AM
Sounds like something that somebody might write after stealing someone elses story about Microsoft Making it's own chips from someone who submitted the article two days before they posted it and made it their own.
ROFLMAO
BlindsideDork @ Oct 25th 2006 11:33AM
#10...PS3 in our homes? Don't we have to wait another year before more than 5 people will have the PS3?
*gross exaggeration*
Aden Nak @ Oct 25th 2006 11:34AM
Let it be know. Sony is the hands down winner in the Game Console Advertising market.
Kevin @ Oct 25th 2006 11:35AM
"Wait, since when did a normal computer only process ONE thing at a time? Don't computers perform multiple tasks at once?"
Single core processors would do the work a little bit of each task at once. Kinda like how you put food into a juice chopper, 1 item at a time but little peices of each vegetable.
A dual core processor can process 2 tasks at once. Kinda like having a juice chopper that can chop 2 vegetables at once.
BUT, not many programs yet utilize dual core processors. If or when they do, the problem will be with bottlenecking the information. If too much information with too many cores are being performed at once, the information will be bottlenecked and therefore multiple cores without that problem solved are useless....
Bruce Wayne III @ Oct 25th 2006 11:37AM
Excellent ads. They tell the story in a cool, sophisticated way.
BB @ Oct 25th 2006 11:36AM
The purpose of the ads are to entice people who don't know much about video games. They describe every little thing that the PS3 does and it sounds amazing, but it's not like the Xbox 360 can't perform like the PS3 can. They make it sound like the PS3 is the only console that can do all of these amazing things, and every other console is obsolete because they can't perform like the PS3 can.
Atilac @ Oct 25th 2006 11:40AM
I cannot begin to comment on the amount of inaccurate statements and "facts" that those two commercials have spewed.
Kevin @ Oct 25th 2006 11:39AM
oh shit, you gotta be kidding me.
I remember at previous E3's Sony toutted the Cell being 1000X powerfull than the PS2. Yes A THOUSAND. Now they claim 40. WTF?
Scythe @ Oct 25th 2006 11:40AM
man joystiq needs to cool it with the sony bashing. Almost everyday they are posting anything they can to bash sony. How much is MS paying you guys to do this?
I liked the ads and found nothing wrong with them.
footlong! @ Oct 25th 2006 11:44AM
"Smarter"? The last I had read that the a.i. in the 360 version of Assassin's Creed was more intelligent than the PS3 version. Im quite sure I read the same for Call of Duty 3 as well
BMWM3P @ Oct 25th 2006 11:45AM
All other consoles are obsolete compared to the PS3. '
Sony can sure make one hell of an ad, this campaing will acturally show people in simple terms what the PS3 can do that others can't. Thanks joytig those ads are great I didn't even bother to read the shit that you posted, as it is most likely to be the talk of a another Bill Gates penis puppet.
Lynn @ Oct 26th 2006 8:44AM
Why do Xbox 360 games look better than PS3 games?
agent864 @ Oct 25th 2006 3:25PM
um the ads show actual ps3 games running how is that peddling potentials
Scott Jon Siegel @ Oct 25th 2006 11:47AM
I'm not a particularly strong fan of the PS3, and those ads are really transparent in terms of what they're trying to do, but they're also drop-dead gorgeous, and unlike any other video game ads I've seen so far. It's pretty solid advertising, even if you don't like the product.
MidnightPlatinum @ Oct 25th 2006 11:48AM
***I agree with your points Wiley, however I am not normally one to jump onto the ZOMG YOUR BIASED YOU XBOX FANBOY CROWD. As a matter of fact I think those people are normally stupid, shameless fanboys. However you clearly have a biting tone that throws obejectivity out of the window. No, they can't fill that space with art assets, but you at least know Square and Ubisoft are gonna find ways to include lots of great high def video that fill 2/3rds.
But yeah, the Cell does have to prove itself, especially when the 360's processor is proving itself to be a great platform more and more evryday.
Oh and btw : ZOMG YOU ARE SO F'IN BIASED!
(and that is coming from somone who really doesn't like Sony at all, actually I even kinda hate 'em sometimes, I hope that tells you something.)
OH WAIT WAIT WAIT!!! Before I go I have to agree with #6 GRAPES ARE FUN!
jc @ Oct 25th 2006 11:50AM
Sony FUD FTW...
however, the PS2 and GrandWega will be my last Sony purchases.
footlong! @ Oct 25th 2006 11:56AM
i was gonna say the ads are actually well done. misleading.. but well done. except the conclusion to the second ad: "which begs the question: is the cell broadband processor smarter than you?" that sucked. it's a lame line and i wouldn't say that telling your consumers that they're dumber than your product is a 'smart' move
Regula Oblique @ Oct 25th 2006 11:57AM
Yes as stated these are beautiful I cant wait for the PS3, my 360 just seems lackluster now, I guess ill wait for its 2nd gen games before I compare the 2..but that will be this november when gears and ps3 drop, its looking slim though because my 360 is already collecting dust.
roland @ Oct 25th 2006 12:01PM
commercials were cool and i want one but $600 is to much for me they should have lowered it. thats where microsoft has sony beat with average gamers. Be a little more sensible people in japan wanted to boycott the 360 cause it wasnt japaniese well what the hell 360 is made in da ol U.S. of A. yhea bill gates is hella rich and doesnt need any more money but hes giving it all away to charities.
polly @ Oct 25th 2006 12:03PM
Is that Lance Henriksen? Little known fact: Bishop's memory files were bluray discs.
The commercials were pretty good until they showed the actual games. Warhawk looks very craptacular. Yawn.
Evan @ Oct 25th 2006 12:03PM
Consumers are gullible. They forgot the hype over the PS2's "supercomputer" Emotion Engine. They forgot the lies about the PS2's "Toy Story" quality graphics. So, they'll fall for the exact same rhetoric all over again.
mupwangle @ Oct 25th 2006 12:06PM
2 things
1. Saying that the PS3 is more powerful as it has 8 processors compared to 3 in the 360 and 1,2 and soon 4 in the PC is misleading as the cell has a single general purpose processor and 7 SPEs. None of the SPEs in themselves are capable of running independently. If they show that in the UK the ASA will get them. You could use the same argument to say that PCs have always been dual processor as they've got a GPU.
2. If Cell is the future why is the only commercial application the PS3? Or are people waiting to see if Sony go bust first?
RUSKULL @ Oct 25th 2006 12:03PM
Effective. Pretty much how most ads should be. Straight to the point, focusing on why people should choose this over the competition. Notice they didn't mention the price of the unit and it's games though?
Mullinator @ Oct 25th 2006 12:03PM
I can almost guarantee that 4 years from now Sony and it's fanboys will still be saying that developers are still not using the "full potential" of the PS3. It will be sad and pathetic both in that at such a point in time it would be a stupid thing to say and also because many will still be stupid enough to believe it.
Todd @ Oct 25th 2006 12:07PM
Sure, there's more storage space. However, the load times have been increased tons due to the 2x load time of the discs. Whee, I get to sit there longer contemplating my choice and wallow in my buyer's remorse.
maylon @ Oct 25th 2006 12:08PM
I find those ads insulting to the intelligence of consumers who actually know a thing or two about computer hardware. The ads seemed to talk down to the viewer quite a bit, and whatever demographic it was targeting Sony thinks they will fall for this, and they are right. I believe it is Joystiqs job to call B.S. on every lie and half truth Sony throws at us.
get over it @ Oct 25th 2006 12:09PM
hey footlong, the problem with the internet is that people read some random comment and then begin to spread it everywhere they go on the net as fact without actually being able to point to a source that verifies it as the truth.
apparently you missed it but that whole "360 version of Assassin's Creed was more intelligent than the PS3 version" thing was already put to rest by ubisoft
http://uk.xbox360.ign.com/articles/736/736325p1.html
from the last paragraph:
"While the method for distributing AI load is different on each platform, THE AI CODE ITSELF IS THE SAME. Players will experience THE EXACT SAME CROWD RESULTS on PS3 and Xbox360," Ubisoft explained.
it's ok not to believe the PS3 hype, but not all anti-sony hype is exactly truthful either.
Nick Spacek @ Oct 25th 2006 2:09PM
What's actually happening is Joystiq is being paid by Sony to post so much flame-inducing madness that everyone begins to think that Sony is just the hated-on contender here and they actually deserve some love.
jerfgoke @ Oct 25th 2006 12:12PM
I was really digging the "Play B3yond" commercial until it showed the gameplay footage... It almost had me interested in a PS3. Given the poor quality of the YouTube clip, maybe I'm being a bit harsh. But I think they really should've chosen to demonstrate a game that didn't look (and appear to play) like a generic and uninspired PS2 shooter. Hopefully that clip isn't representative of the full PS3 launch lineup!
Shawn @ Oct 25th 2006 12:12PM
Microsoft needs to heavily push their ace in the pocket this Christmas: Sneak King
j/k, Sony blows anyway
maylon @ Oct 25th 2006 12:19PM
To #38
Did you stop to think that maybe, just maybe Ubisoft realized they shot themseves in the foot by revealing that, and subsequently put that retraction out as damage control? Why on earth would they have said it in the first place? Face it, Sony's machine, despite all the developement cost, is a Blu Ray player first, game player second. Sony will not get one cent of my money this gen.
Perfectchaos @ Oct 25th 2006 12:29PM
I don't think Joystiq (or any other blog for that matter) is bashing Sony just because they're Sony...more like bashing Sony because of their misleading ads and other such tomfoolery that has come out of them as of late. Gratned, the ads are great examples of marketing, but at the same time to anyone who actually knows anything about the Xbox360/PS3/Wii they're incredibly insulting to our intelligences...
It's not like this is anything new really, since Sony has been doing this for over a decade. Remember those Final Fantasy 7 commercials that had people thinking all those pretty pre-rendered graphics were the real thing?
maylon @ Oct 25th 2006 12:28PM
Also, compare this commercial to the 360 ads, and tell me Sony isnt full of shit. My god how I hate Sony.
graf1k @ Oct 25th 2006 12:24PM
They need to push the pontential of the PS3 because most people aren't going to give two shits about it until MGS4 and FFXIII hit.
Some Guy @ Oct 25th 2006 12:24PM
@mupwangle
The cell is being use as a massively parallel CPU for severs by IBM. The cell the PS3 has is not the full cell spec. IBM is using the Full Cell (plus some Opterons) in a supercomputer for the US Department of Energy.
Artimus @ Oct 25th 2006 12:25PM
Am I the only one who HATES those ads? They're about as pretentious as an advertisement can get. They talk down to the viewer, they're self important and they're ridiculously over-the-top. Terrible, terrible, terrible.
PS3: Pr3tention B3yond R3ason