This is a tremendously well done spot. Advertising is at its best when it uses a story grounded in emotion to make us feel something, no matter how trivial the subject may be. To Michael!There aren’t that many amazing tech ads out there. Apple, of course, is a leader. Google’s made a big splash with “Dear Sophie” (Chrome) and its “Search Stories”. But I just love this PlayStation spot. It tells a story with the style and narrative panache of a Hollywood film. It subtly references all the biggest PS3 games, which any hardcore gamer will love but even a non-gamer might appreciate. It takes you on a journey, wondering who these various characters are, why they’re together — and who is this Michael? The ultimate revelation is uplifting, intelligent and humorous.
It’s interesting to see a brand like PlayStation target hardcore gamers in a world that’s constantly abuzz about casual and social gaming. Shows that the folks at Sony are in touch with their brand’s values and that they love their users.
Perhaps taking a page from the Apple playbook, Sony wisely avoids talking about the raw technicals of its product. The PS managers know that consumers won’t swoon for their system because of product specs like graphics capabilities, processor speeds, etc. They love the titles. They love the characters. These are the things that have made gamers fall in love with PlayStation and remain loyal to it. Sony has capitalized on that affinity — that emotional bond — and given the people what they want: A commercial that truly pays homage to gamers and the product itself.
Oh man this makes me want to buy a Playstation all over again. Gorgeous.
