There's no doubt that Sony hit the nail on the head with their new Long Live Play ad .
It was absolutely fantastic and made everyone proud to be a gamer and, perhaps more importantly from Sony's standpoint, a PlayStation fan. Sony has adopted this "man of the people" philosophy for their new marketing campaign; they avoid the faceless corporation stigma – often attributed to the competition, Microsoft – and simultaneously combat the issues Sony had to face this year.
Plus, the timing is clear- they want to convey the message that without the gamers, they're nothing. They want to prove their appreciation and in truth, they really have done just that. It's an awesome idea; somebody over there in the marketing department needs a hefty raise and a promotion. Sony has often come under fire for poor advertising in the past, so that's just another hurdle the company appears to have cleared with "Michael." But at the end of the day, Sony wants to sell more stuff. So the question is, will this campaign be effective? Will they sell more PS3s?
They got a definite boost from Kevin Butler and the "It Only Does Everything" campaign, but in reality, that was more due to the much-needed price cut. We got another $50 PS3 price drop recently, but is that – combined with this ad – enough to give the PlayStation brand the edge this holiday season? Or is something like Uncharted 3: Drake's Deception enough? Either way, though, we're big fans of that new campaign and normally, we don't really even notice ads. This latest one is just…spine-tingling. Can't wait to see the next one.