New PlayStation 3 commercial breaks a few eggs
by Kevin Kelly 
{ Nov 9th 2006 at 12:50PM }
Sony's new television ad campaign for the PS3 is either brilliant or insane, depending on how you look at it. We'll admit that the Rubik's Cube commercial is pretty freaking awesome. Simple, funny and has an unexpected "in your face!" moment. Then there's the baby commercial, which is just plain ... wrong. It's creepier than the scene in Trainspotting where the baby goes crawling across Ewan McGregor's ceiling while he's detoxing from heroin. How is a crying baby doll going to sell consoles?
Next in the series is what will fondly by known as the eggs commercial, spotlighting the SIXAXIS controller. It's a bit avant garde -- using the controller as a magnet to pull eggs across the floor and then smash them into the opposite wall where they crack open and release fully-grown ravens. Student film meets Hitchcock meets the PS3 marketing team. It's unclear if they're trying to show off that the SIXAXIS has motion-sensitive controls or not. If we didn't know the PS3 spex by heart already, we'd say it was highlighting the fact that it's wireless.
As we've already pointed out, would it kill 'em to show us some of the cutting edge graphics we've come to expect from the PS3? Still, Sony gets kudos for trying something different. If they can top the Rubik's Cube commercial, then they've got something.
Reader Comments (Page 1 of 2)
Internet Troll @ Nov 9th 2006 1:12PM
..................Thank You?
Zing @ Nov 9th 2006 12:58PM
I like this one. IMO I think this could sell PS3 consoles. ('m still getting a Wii btw).
Skwurl @ Nov 9th 2006 1:00PM
Very cool commercial.
Fuzz @ Nov 9th 2006 1:03PM
The controller looks laggy. Look at the delay between turning the controller and the eggs moving.
/tongue planted firmly in cheak, for those who are about to jump on me
Artimus @ Nov 9th 2006 1:02PM
It's better the baby one, but I still find these commercials rather pointless. Wireless controller? What? It totally ignores the very reason this SIXAXIS is (supposedly) so amazing. The campaign's flaw is that it basically comes down to "IT'S THE NEW PLAYSTATION. BUY IT." and makes no specific case for doing so. (What's a Cell processor? Doesn't the XBOX have a wireless controller? etc.)
These commercials aren't going to sell it. It might have people inquire, but when they can't get one and find out the price, "Wireless controller." isn't going to make them wait. Sony needs to really grab people, and the kind of "God is here. Praise me." marketing that worked for the PS2 isn't going to this time.
ill trooper @ Nov 9th 2006 1:02PM
I like these ads - Everyone asking for games and graphics seems to forget that few 'console' roll-out ads have graphics in them at all - 360 didn't last year, Wii hasn't shown any graphics either.
Console roll-outs are about 'capturing the imagination' (or whatever) of the target audience and the 360 skip-rope ad, et al, did this sort of thing too. Just some weird 'isht' to get you thinking about what's ahead.
You can't make this sort of thing like the Gears of War ad because it's not a single game. Sony is trying to sell you a new 'experience.' It may or may not be working for you, but don't think this is weirder or more off-base than what Microsoft did last year - at least this shows the console.
Marty @ Nov 9th 2006 1:04PM
Ravens? Makes //O S3NSE
ill trooper @ Nov 9th 2006 1:04PM
"It totally ignores the very reason this SIXAXIS is (supposedly) so amazing."
I'm thinking you missed the way the eggs roll left or right when the controller tilts left or right.
kodec @ Nov 9th 2006 1:05PM
This is complete and utter trash. They seem to be striving for Apple levels of arrogance with these ads, and the entire marketing campaign is just making Sony look more and more like douchebags.
deaftly @ Nov 9th 2006 1:05PM
so far all the ps3 commercials have been awful
Marty @ Nov 9th 2006 1:05PM
@7 - Nobody will know that except for those who already know how the controller works.
D.Lo @ Nov 9th 2006 1:05PM
It's just their bullshit way of pretending they came up with motion sensing first.
It boils my blood to think that some sony fanbots will now think that NIntendo ripped off the motion sensing idea.
Dear lord I hope sony fail. To rip off the idea, then pretend at E3 that it was their own, then to name the controller such a stupid thing, and now to try and beat Nintendo to the punch.
Bastards.
Plastikloser @ Nov 9th 2006 1:15PM
Man I really like how they have evil obelisk of doom theme going(excluding creepy evil baby). I decided to get the awesome TV instead of PS3 first. This way all my old systems look boss and it gives some time for the system to pick up steam and bring out good games. And will you cut the fanboy crap out already. Both are coming out so you can just play whatever you want and it wont matter, sheesh. I remember the sega and nintendo arguments from back in the day and it always came back to the same point, play whichever one you like.
kokernutz @ Nov 9th 2006 1:16PM
Love the Rubik's cube one. Although I think it's ineffective, I love the baby one cuz it's so weird. This one, not sure sure. If they said "ads rendered real time with PS3" I'd cut them a little more slack.
Unimental @ Nov 9th 2006 1:17PM
I love the stark white room setting, which is really maximized on the Rubix spot (awesome, awesome ad). The baby ad is a bit ridiculous. This new one held my attention, and I look forward to more in the upcoming weeks.
Jecrell @ Nov 9th 2006 1:19PM
Yeah... um... wtf? Also, what the hell does ///7 mean?
savage @ Nov 9th 2006 1:20PM
you guys are retarded.. they're causing a buzz.. these ads are supposed to be just as revolutionary as the system.. every one knows it's next generation, moderate hints at functionality are all that should be expected.. see.. that's gonna make people who don't know be curious.. and that's all it takes when you're sony and this is THE ps3... i love em. you all are taking them for more than they're worth.. they're just ads.. i'll be getting one
Evan @ Nov 9th 2006 5:41PM
@4. "Sony needs to really grab people, and the kind of "God is here. Praise me." marketing that worked for the PS2 isn't going to this time."
Why won't it? They already have people believing that the Cell CPU is ungodly powerful, exactly like they had people believing the PS2's Emotion Engine was "supercomputer" powerful. All signs suggest that people are eating up Sony's rhetoric exactly like they did during the PS2 launch.
Ves @ Nov 9th 2006 1:25PM
You know what, excepting the creepy baby one I am really liking these ads. They are artistic, clever and edgy. I still think the UK 5 minute narritives were the best though ("It's not High Definition, It's Higher Definition"). Those actually made me want to go out and buy a PS3 (but no one can get one so whats the point of using commercials like that right now). Right now thier objective is just to make people aware and I think they are doing that wonderfully (hell we get a new Joystiq post for every single new commercial run).
I am no fan of sony and if I buy a PS3 it won't be before march of next year (if at all, as I own a 360 and have reserved my wii for this christmas). But I like this advertising. Sony has screwed up in many MANY ways but this advertising campaign is not one of those screwups.
Ves
nitefire @ Nov 9th 2006 1:25PM
///7 = 11/17 = November 17th = The day PS3 drops
sully @ Nov 9th 2006 1:25PM
I believe that Sony realizes that fighting this battle on the strength of the games is not a great tactic. After all, the amount of exclusives either side has got can almost be counted on one hand.
So they try to sell it as a unit. An "it" gadget. Something so inexplicably cool that if you have to ask why you should buy it, you're not "with it".
Myself, I'll stick with my Xbox 360 until at least next year, but it's an interesting marketing angle. One also notes that MS did the same thing with their console - talked up the Xbox Live community and other such intangibles rather than the games.
SkyCroc @ Nov 9th 2006 1:32PM
Crabs coming out of the wall would have been much more appropriate.
crono141 @ Nov 9th 2006 1:34PM
"Crabs coming out of the wall would have been much more appropriate."
Only if the SIXAXIS flipped them over and hit them for massive damage.
pirahna1 @ Nov 9th 2006 1:37PM
wait wait wait
Was this a PS3 commercial or a Wii commercial? I'm so confused, because they were flaunting that motion sensitivity stuff.
Sixaxis != Wiimote
Sorry Sony, way to rip off Nintendo again. I'm still miffed at the whole SNES CD scandel. >
Alecks @ Nov 9th 2006 1:41PM
"9. It's just their bullshit way of pretending they came up with motion sensing first.
It boils my blood to think that some sony fanbots will now think that NIntendo ripped off the motion sensing idea.
Dear lord I hope sony fail. To rip off the idea, then pretend at E3 that it was their own, then to name the controller such a stupid thing, and now to try and beat Nintendo to the punch.
Bastards.
"
Wow... Just Wow.. how does One try and figure that? I think it was a world wide Astonishment when people found out the Wii was sixaxis.. And when ps3 ripped off the idea... can You be Less Retarded in the future please? As for the Advertisement- Love it. I love the Rubic cube one the most- Real clever- They already had me Sold when they said " Ps3" but these commercials would've sold me if I didn't want it back then.
Deer lord 1 h0p3 dat s0 knee phails!! ...retarded fan boys..
> @ Nov 9th 2006 1:44PM
"This is complete and utter trash. They seem to be striving for Apple levels of arrogance with these ads, and the entire marketing campaign is just making Sony look more and more like douchebags."
... lol@u ...
All Your Lost Socks @ Nov 9th 2006 1:46PM
That was actually a really cool commercial, but it didn't sell me on the PS3 at all, so it wasn't a very *functional* commercial. Actually what it reminded me of was this - remember those spots on the Sci Fi channel of weird things, like people with webs of skin between their fingers or odd skin patterns or that monk whose head opened up? It was like one of those, except instead of the PS3 sitting there like something out of 2001: Space Odyssey, you would have a thin bald lady, or a child, or a midget, or something strange. I especially liked that little bit where the egg *almost* tipped right before they all zoomed the other way. Honestly, the wireless controller hovering in the air next to the PS3 looked a bit cheesy, but then again, the SIXAXIS still looks like a PS2 controller with the wire cut off, to me.
x876543 @ Nov 9th 2006 1:45PM
Yawn... didn't even hit the wall for massive damage and actually spawned more enemies.
Shawn @ Nov 9th 2006 2:00PM
what if the SIXAXIS could change in real-time to a wiiiimote?
NanoGator @ Nov 9th 2006 2:00PM
My gf saw the Rubick's commercial and made a comment like "Umm.. couldn't computers from the 80's solve a Rubick's Cube faster than that?"
I can't say I have a very high opinion of these ads. They're great for rallying the fanb^H^H^H^Htroops, but to an outsider they're sophomoric. "Wow! A creepy baby! I can see its deeper meaning!! My mind operates on a higher level!!!" I see lots of eye rolling when these commercials air.
ck @ Nov 9th 2006 2:06PM
I like the Rubix cube commercial, but then again, if I was a naive consumer, seeing these commercials - I would be probably be at my wits end as to what they're trying to show me. I at least get this commercial - but they lost me as soon as the eggs smashed up against the wall and ravens came out. How are we supposed to believe that the controller moved the eggs when the whole commercial is illogical? It seemed to me they went a little too avant garde...
Martin @ Nov 9th 2006 2:09PM
"Yeah... um... wtf? Also, what the hell does ///7 mean"
it means you will be able to find one in the store one day, in some unknown month, in the 7th year of some decade...
Todd @ Nov 9th 2006 2:11PM
Commercial is neat from an artistic point of view, but I still think it sucks compared to the Rubik's Cube commercial. The commercial doesn't have the same impact as the previous, and I'm too focused on what is going on with the eggs to even realize the controller is moving. Whatever the message of the commercial is doesn't work.
Todd @ Nov 9th 2006 2:15PM
By the way, ///7 is the total number of consoles to ship to the states. Happy hunting everyone.
mykie @ Nov 9th 2006 2:15PM
I think for the final playb3yond commercial, they should have the PS3's massive heat production set fire to an enormous pile of money and have the smoke spell out "FIVE HUNDRED AND NINTY-NINE US DOLLARS."
or maybe they could spell it ^_\/|[] O-| _| |//\ |_/|\| to really alienate potential buyers.
PiratePete @ Nov 9th 2006 2:18PM
Your comments: For those of you hating on the PS3 "Crazy Robo Baby" ad, do your self
a favor and watch the entire ad from the beginning. (Youtube it)
When I first viewed it I too was like "What the heck?? That sucked!", but
like anything that's just caught in the middle you miss the meaning
or idea behind it. It's actually a really smart spot with a lot of
deep metaphorical meaning behind it. Not everyone is going to
understand or appreciate it.
I'm not a Sony fan but I can see that a lot of thought went into it.
Joe smith @ Nov 9th 2006 2:33PM
I just am not sure I want a telekinetic and destructive console -- what if it gets pissed off at me? :)
I don't expect game footage in brand ads, but I do think there is one huge thing missing from these (even the admittedly sort of cool Rubik's Cube ad) -- fun.
Todd @ Nov 9th 2006 2:50PM
Heh, the only message I received upon watching the Possessed Baby ad was that the Sony is powered by Satan.
Nintendo_Fanboy @ Nov 9th 2006 3:02PM
OK, everyone together now.
1...
2...
3...
WTF????
Really, don't do this! This is not a smart marking campaign. I mean, think, do people want a console that will smash eggs agains the walls, or do they want one that can accually play games with you (and by games, I mean non-Saw-like games).
Rich @ Nov 9th 2006 3:10PM
If the launch date is 11/17, then shouldn't it be ////7? :)
lordroba @ Nov 9th 2006 3:12PM
"Heh, the only message I received upon watching the Possessed Baby ad was that the Sony is powered by Satan."
Actually, I believe Sony won the bid on hell back in 2001.
dave @ Nov 9th 2006 3:16PM
I thought they were pretty neat commercials... the fact that we all watched it, and commented on it means the marketing people are doing their jobs. You have to understand that videogames are fairly complicated, and translating everything they can do in a 30 second commercial is asking a little much. If Sony/Nintendo/Microsoft made a commercial where they just listed the statistics of the machine (It can push 3 trillion polygons, it makes your wife look ten pounds thinner etc etc etc) it would be pretty boring.
This reminds me of those commercials for LCD (maybe Plasma) televisions... the one had a tonne of bouncy balls heading down the street in San Fransico, the other had a building being exploded by paint. I'm going to have to find those when I get home and watch them, they were such cool commercials.
felonious monk @ Nov 9th 2006 3:16PM
"It's unclear if they're trying to show off that the SIXAXIS has motion-sensitive controls or not."
LMAO. You're kidding right?
BklynKid @ Nov 9th 2006 3:28PM
I still don't understand what makes the Rubiks Cube commercial so great. It gets solved and splatters paint on the wals, wow great!
Anyone care to explain that one to me?
Danny @ Nov 9th 2006 3:32PM
I'm a diehard Wii fanboy, but I'm loving these PS3 commercials. Anyone else just notice that Sixaxis is a palindrome with this commercial?
Epsilon @ Nov 9th 2006 3:41PM
Kay, but what does this have to do with games?
laserboyjc @ Nov 9th 2006 3:55PM
I liked this commercial when I watched it and decided to watch it again, no it still doesn't make me want a PS3, but I thought it was neat...looking back at it though, it's like the marketing team has been watching the Matrix movies a little too much...I mean, white (mostly) empty environment like the loading area, the controller like Neo controlling stuff with his mind, ravens flying out like when Smith comes in...anyhow, enough rambling. Back to reality...the system is shiny AND it also floats! Yipee for 4th dimension processing.
nappyfro @ Nov 9th 2006 4:55PM
I can see it now..."this controllers great, but
how do I turn on the rumble?" lol
NATO_Duke @ Nov 9th 2006 4:55PM
I thought it was pretty sweet.
I also think they are doing well at making the product mysterious to non-gamers. I would imagine that at release time the campaign will focus more on the games. Right now its to tease people. I don't think its a bad idea at all. (I am also far from a PS fanboy)
ackmondual @ Nov 9th 2006 5:06PM
I don't like the baby one. My guess still is the baby's crying b/c it can't play the PS3. Besides being premature in development to physically play video games (a PS3 controller would prob feel like a 1.5x sized origina XB controller), the PS3 is for 18+ age group, so "PS3 is for teens, not babies". Other than that guess, this commercial seems purely for 'shock' value or to burn the PS3 in their minds through this odd baby and doesn't explain what the PS3 is about.
Rubiks cube hilights the new Cell processor
The eggs for the tilt sensor I picked up right away. Didn't think WL was also advertised