Peter Dille admits that cryptic ads of the past made Sony look “arrogant”, but says that new approach is reaping rewards
The decision to change the cryptic, artistic PS3 ads of the past to the more straightforward design of the present – lead by the new ‘It Only Does Everything’*
“We get questions about the white room and the baby ad quite a bit. That whole campaign was to get people to say 'What the? I need to understand more about what this is’. That whole campaign was really about power and the power the PS3 has.
“But what we found was that this whole positioning was a bit intimidating to people. Our research also showed that Sony could be perceived as arrogant.”
*Except Linux, SACD, PS2 Backwards Compatability, Font Resizing, Fast Web Browsing. etc etc etc
/// i Don't know about you lot but Sony's general attitude towards the PS3 and the core group of gamers that helped make it what it is makes me think that Sony is arrogant. The feeling i get from the official Eeeeeew.blog is that we have your money, now you can fuck off. The latest episode over the Linux affair just made me give up on Sony as a company as a whole. You can bet i won't be there on day one queuing up to get myself a PS4. Never have i encountered a company with the bare face to tell users to lose a paid for (great) feature or basically get banned from the network, It's like Microsoft telling people to stop using FireFox on their netbooks or the wi-fi will be disabled.