Pew, Pew, Pew: Sony's 'VP' Trolls Natal & Waggle

Sony's Kevin Butler, VP of Everything, "moves" through time to give us a glimpse of the motion controlled future.

"http://www.youtube.com/watch?v=w0puP8nrIU8"

Bet on the Royals and buy Playstation Move with the winnings.

With the recent announcement of Sony's Playstation Move controller suite at the 2010 Game Developers Conference, their marketing department has wasted no time drawing battle lines and attempting to humourously differentiate their product from Microsoft's and Nintendo's offerings.

The Highlights:

"Not just like this, but this way too." somewhat successfully trolls the Wiimote's pre Motion Plus inability to effectively track Z-axis motion.
Butler's hilarious shadow box flailing is a jab at the control precision of games like Wii Boxing.
"What we in the future call buttons" & "Pew, pew, pew" are digs at one of Natal's biggest bullet points, 'No physical controller'.
The "big red ball" comment is a scathing appraisal of Natal's famous (infamous?) E3 tech demo, 'Ricochet'.

Game hardware advertising tactics haven't been this brazen since the legendary console war that spawned Sega's classic "Genesis does what Nintendon't." slogan.

"http://www.youtube.com/watch?v=k7nsBoqJ6s8"

Exclusivity always mattered.

I always thought Nintendo had missed an opportunity to strike back with "Super Nintendo is what Genesisn't." but that really isn't their style. It's likely Nintendo won't deign to retaliate this time either, at least not overtly in a commercial.

Microsoft, on the other hand, is no stranger to edgy advertising so I don't think they are above Sony's brand of media messaging. I expect a comeback in some form.

"http://www.youtube.com/watch?v=qNuRQmvykwk"

A banned XBOX Live ad proves Microsoft is willing to 'cross the line'.

Since "Kevin Butler" came on board Sony has really had their finger on the pulse of their audience. This latest entry to the "PS3 only does everything." campaign has certainly upped the ante.

I have always been a sucker for this kind of tit for tat. The corporate console war fires are burning once again! The lead up to E3 may well be bloodied. Pew, pew, pew indeed. (Grabs popcorn.)

"I only do everything!"

Tags: Console Wars, Motion Control, PlayStation Move, Natal, wii motion plus

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Michael Pangelina

March 17, 2010

I love that 360 ad. Love the new PS3 ones, too. The jab at Wii Boxing is so true.

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Frank Anderson

March 18, 2010

I like most of the new PS3 ads, but am not a fan of the "this console is better than that" debate. I think there are individual elements that you can compare and debate, but I think overall every system has a plus side and is worth people's money.

I find intense loyalty to any brand a strange thing. I mean, I really like Nintendo, but can also recognize they have their heads up their asses in many ways. I think Sony is making some of the most artful games on the market, but seems way too cockey about their strategies even though most seem only half thought through. I think Microsoft has done an amazing job courting the hardcore gamer and an even better job courting the third parties, but have their heads way up their asses on solving the RROD and are an extremely insular company that prevents great ideas like cross-console content from flourishing (like pc to 360 operability and the use of user created content).

The new PS3 ads strike me about as poorly as any companies chest thumping and name calling.

Scott Stanley

Well put. The reality is, any level of entertainment value is subjective to the individual. I bet there are still people out there who would deem a "ball in a cup" more entertaining than a video game (though I doubt I would ever want to hang out at their place).

I like Sony's current marketing strategy. They are funny and witty. I don't really buy into the whole dissing their competitors because, game console wars are really just a Coke vs. Pepsi debate. Each gaming console has it's own relevance and entertainment value. However, I do understand that these corporations gotta move units so, striking while the iron is hot to market new developments in game consoles is pretty much a necessity. I often wonder though, when it comes to marketing, does mud slinging your competitor really work?

Remember Sega's "Blast Processing!!!" :

http://www.youtube.com/watch?v=bun8tA_ksZw

;)

-s*