Ad assault heralds $399 40GB PS3 launch

Senior marketing VP unveils new NA TV campaign touting the most affordable version of console yet--and its Blu-ray functionality.

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Today, the 40GB PlayStation 3 went on sale in North America. The console, which was formally announced in mid-October after months of rumors, costs $399 in the US and C$399 in Canada, reflecting the fact that the "Loonie" is now worth more than the Greenback. Like the 80GB PS3--which now retails for $499/C$499--the 40GB model will have built-in Wi-Fi networking and Blu-ray Disc media support. However, unlike its bigger brother, it will sport only two USB ports, and will not have any media card slots or backward compatibility with PlayStation 2 games.

Sony Computer Entertainment America is supporting the PS3's launch with a new ad campaign after having mixed success with its marketing strategy. In Europe, its "This is Living" campaign baffled audiences both in and outside advertising and game industries. The series of multilingual ads showed a multiethnic cast engaged in various nongaming activities, such as taking baths, jumping on trampolines, using the toilet, sticking hands into boiling water, and waxing philosophical about existence. None of the ads featured any images of the PlayStation 3 console, let alone game footage.

In North America, though, Sony's PS3 marketing campaign--which bore the slogan "Play Beyond"--was more straightforward. Its focus was on the console itself, with several TV spots showing the black PS3 performing reality-bending feats in a sterile white room.

While less obnoxious than the fake graffiti and crazed rodents used to sell the PlayStation Portable, the initial "Play Beyond" campaign didn't exactly cause a media sensation. So now, Sony Computer Entertainment America is launching a new series of slicker, more energetic TV ads touting both the present and future functionalities of the PS3.

"We received a strong reaction to [the White Room] ads for being provocative and demonstrating the PS3's power," said SCEA senior VP of marketing Peter Dille on the official PlayStation.com blog. "With those technology messages now firmly embedded, we wanted to move beyond the 'power' message with a more high-energy, entertainment driven focus for the PS3."

Though they still bear the "Play Beyond" slogan, the new "Universe of Entertainment" TV spots are much more dynamic than their predecessors. The first in the series will start hitting airwaves alongside the launch of the new $399 40GB PS3, which goes on sale in North America. The first TV spot showcases several exclusives--Heavenly Sword, Ratchet & Clank Future, Uncharted: Drake's Fortune, Warhawk, and Gran Turismo 5--as well as the fact that the 40GB PS3 comes bundled with the Blu-ray disc of Spider-Man 3. It also touts the free PlayStation Network and the PlayStation Home social networking/game matchmaking service. The latter was originally slated to launch this holiday season, but was postponed to early 2008 at the 2007 Tokyo Game Show.

Discussion

1157 comments
ChiefFreeman
ChiefFreeman

This was one of the worst mistakes Sony made. First they axed the 20 gig PS3 with no Wi-FI, then they discontinue the 60 gig backwards compatible best featured model with the 4 USB ports and card reader, then they iIntroduce an 80 Gigabyte model with software emulation backward compatibility and discontinue it in favor of this butchered 40 Gig Model with no BC and extra features at all. Sony fucked up the launch and handling of the SKU's horribly. I'm sure it won't happen again when the Ps4 launches this November.

snakes3425
snakes3425

Cool Ad, but I knew there was a catch: only two control ports and no backwards compatablity is going to cost Sony, big time in the long run.

ljaygrimes
ljaygrimes

Thank god, those "whit room" advertisments were disturbing...(I still see that crying baby coming at me in my sleep...)

yukimurasanada3
yukimurasanada3

that ad is soooo cool. PS3 RULLLLZZ!!!! 360 is PS3's BI**H

HXCDEW
HXCDEW

This ad is f**king amazing!

jop360
jop360

"We received a strong reaction to [the White Room] ads for being provocative and demonstrating the PS3's power,"..........aww P0Wa you SaY? ummm ok then if it can do all that....then I'ld like my PS3 to float and give me food while i play....also since i do own one and its getting dusty i want a duster with a side order of a Halle berry hologram!

DiscGuru101
DiscGuru101

-Best ad yet, and still the melting black plastic gives me the creeps.

darkride66
darkride66

hiimfletcher you're much too coherent to be a fanboy. :) I agree there is a lack of exclusives relative to the 360 but to say that there aren't any is also misleading. There are plenty of exclusives out on top of the excellent mulitconsole titles. Are there enough right now to warrant buying a PS3 in addition to a 360? Maybe not, but if you only by a PS3 you won't be disappointed either. And, just a quick check found 3 games at 9, and one a 9.5 (Oblivion) for the PS3, plus one Rachet and Clank that if you believe every other reviewer in the world, other than gamespot, is one of the best games going. And I know some people like achievements but they're ultimately pointless. I've the misfortune of being on my 4th 360 and I had to make the choice between a console I can trust and achievements. I purchase all my multiconsole titles on my PS3 now. Being without my 360 for 5 months since launch wasn't acceptable to me. I realize this isn't the norm, but it certainly changed my buying habits.

Solid-CELL
Solid-CELL

i remember at launch at all the people paying around 1200 or more for a Ps3. Boy do I feel sorry for those guys.

hiimfletcher
hiimfletcher

darkride66, i know what ur saying, but what i think what he's trying to say is that its quality of the games out for ps3 now, not quantity. According to Gamespot, there's only 1 game (Ninja Gaiden Sigma) that is rated above a 9.0, even though its only rating is a 9.0. There are no amazing exclusives that drive the sales of ps3 yet. there's no gears of war, halo ,3 bioshock, forza motorsport 2. Yes, there is call of duty 4 and rainbow six vegas out for ps3, but the online and the achievements drive the sales of those games for 360. Now dont play that "fanboy" card because i really wanted a ps3, but it just became too much money and the 360 was already out. I had a playstation and ps2 so im not a fanboy. ps3 just needs to get some quality games, probably god of war 3 and uncharted will help it out

Snake12511
Snake12511

and i got mind for 750 euro ( about $850 i think) HaHaHa!!! It's not funny. But PlayStation is still the Best.

darkride66
darkride66

tbolt_88 complained "so they had to throw in Spider-man 3 on blu-ray to try and impress since they dont have enough games to do so" I've asked this before, but I'll ask again. With over 100 games now available for the PS3, how many games does a console need before people stop dragging out the "No Games" card? And also, whoever was going back over weeks of news items to find those couple of times I was "off topic", please. Get a life. If you don't agree with me, come at me with facts or something to support your viewpoint. If I'm proven wrong, I'll admit it. I can't be right all the time. Sniping at me by targeting 3 week old news posts is pathetic.

frogman666
frogman666

sadly for some reason it made me go out and buy one.

waveddiamond
waveddiamond

should have been 300 dollars at the most. Oh wait I already have a 60GB ps3 that I rarely use....yea better drop it down to $250

epsilonone
epsilonone

people are buying it over 5000000

tbolt_88
tbolt_88

[This message was deleted at the request of a moderator or administrator]

megamega777
megamega777

Holy crap, I think I crapped my pants when I watched that!

bigCman123
bigCman123

Love this ad! Finally saw it in hd... it looks even more awesome! I look up the mental wealth ad(I personally thought it was weird).

mad_tyger
mad_tyger

Ah, someone else who knows "Metal Wealth"! that was great!

HamsterOfFury
HamsterOfFury

Hehehe I love "This is living" but I always loved the arty-farty adverts anyways. They need an advert as perfect as the "Mental Wealth" advert for PS1 with the Scottish girl speaking. That was brilliant.

lcooldude
lcooldude

Brilliant advertisement !!! Wish Europe had a decent PS3 advert. 'This is Living'. Anyway... Go PS3 !!!!

star51
star51

Hot....anybody notice the PS3 XMB being used as a racing banner in the GT5 portion?

Mam00th
Mam00th

That is one freakin hot commercial

Sandro909
Sandro909

That was a friggin' awesome commercial. o_o

siefier25
siefier25

Oh, I wouldn't buy that 399 system...it comes bundle with Spider-man 3...bleh

fishisgross
fishisgross

I just got done reading some reviews from gamespot and i am now officially predicting the following-UNCHARTED-9.0, UT3(PS3 VERSION)-8.5 whearas UT3(360 VERSION)-9.3, GTA4(PS3 VERSION)-9.0 GTA4(360 VERSION)-9.8. pathetic gamespot pathetic

sribz
sribz

I realized I really don't give a **** about how many PS3's Sony sells, if you want it then buy it if you like it. The PS3 has it's features and games that are somewhat unique. As far as console warz, who cares? MS, SONY, and Nintendo all suck collectively as consumer wrenchers. Still, I own a 360/PS3/Wii/high end PC, simply because I like all the features of my machines. Plz haterz quit the ****

vdarkfall999
vdarkfall999

Wow, what a great ad. Much better than that creepy baby thing they ran around Christmas. What the hell was that?

gigabrowser12
gigabrowser12

The ratchet and cland ad also has a variation.

darkride66
darkride66

scottdavis559. I've already seen a variation of this ad on one of the US stations we receive up north here.

scottdavis559
scottdavis559

i think this will defiantly help sell the ps3 for christmas though...im not a resident of the US but does anyone know when its actually being aired to you guys in the states?

scottdavis559
scottdavis559

microsoft have still not seen a penny from the 360 yet

SkankinForFalco
SkankinForFalco

Uh Brad not to burst your bubble but I think he was being sarcastic.

darkride66
darkride66

BradW92. Yeah, I'm pretty sure rasterror's statement was sarcasm but perhaps you can answer my questions as you appear to be a fanboy. The PS3 has about 100 games out now which brings the question, how many games does a console have to have before people stop complaining about "no games"?

BradW92
BradW92

Rasterror said... "...And as you can see in the commercial you can play the same 4 exclusives over and over again. Now take that 360 and Wii." So your saying that the ps3 is better cause it has four exclsives...? When the 360 has easily over 8 times that, and besides one of thoes games was GT5...which isnt even out yet so...rinsed

darkride66
darkride66

rasterror said "you can play the same 4 exclusives over and over again." Yeah, or you could play one of the other 100 games now out for the PS3. You know, your choice. So on a side note, any idea how many games a console has to have before people stop bashing it for having no games? Anyone?

rasterror
rasterror

There is Backwards compatibility on the PS3. Even though you can't play PS2 games you can play PS1 games!. And as you can see in the commercial you can play the same 4 exclusives over and over again. Now take that 360 and Wii.

hassam7
hassam7

wen will scottyT give up? Doesn't seem like the time!

Hekynn
Hekynn

I can see their trying to lower prices now which is great! =) keep on lowering the prices Sony then I may buy a ps3 after my pc =)

SkankinForFalco
SkankinForFalco

It seems like this is the first time some are hearing about the loss of BC on the 40GB model. It's not a terrible thing, granted it's not the best.. But if you believe BC is that important cough up the 100 bucks.. And no not for a new PS2 but for +20/40GB and Hardware(60GB)/Software(80GB) PS3.. It's not the end of the world.

Shinedown220
Shinedown220

That is a really cool ad with a great song to go along with it. This should be Sony's ad from now on just change the games in it.

darkride66
darkride66

RPG_Worshiper asked "How can they do this? How can they remove backwards compatibility?" Um, easy. They remove it. Consumer choice is not a bad thing. As has been pointed out many times, if you want the BC, buy an 80GB model. It's as simple as that. If you don't need that, buy the 40gb.

m-m-f
m-m-f

what's that has to do with the ( PlayStation HOME ) ??!

chupamelpo
chupamelpo

That is a very cool ad, Unfortunatelly I can't the same about the product.

RPG_Worshiper
RPG_Worshiper

So no one can play Final Fantasy X - XII on there PS3??? No Devil May Cry, God of War, Ratchet and Clank, Jak and Daxter, Kingdom Hearts (!!!), Gran Turismo, Burnout, Gran Theft Auto, Metal Gear Solid, Xenosaga and all the other favorites, many of which actually BROUGHT people into gaming??? For God's sake, let's hope they can fix this unsightly problem with an update.

RPG_Worshiper
RPG_Worshiper

And it's not just the fans they're hurting now, you know? Now they are basically saying, "All those PS2 games were OK, but they aren't really worth playing anymore, now that we have the PS3". The fact is, many of us bought our PS3s with the intention of playing our PS2 titles while waiting for the big PS3 Killer Apps. WTF! Up until I read this, I backed Sony 100%. I still love my PS3, but if I didn't currently own the 60GB console, I'm not so sure I would purchase this new 40GB version. It is such a disgrace to the fans.