Sony Lives It Up with PS3 This Is Living Commercial

Most of us have seen the logo for the PS3 “This Is Living” ad campaign that Sony’s got in store for Europe. That definitely got some mixed reactions in the previous article:

• Guess this backs up the statement, Life Sucks. I’m going to slit my wrists now. (Daniel)
• What about This Is Delay. (Phyzar)
• Yeah, Living in Debt. (Harrison Kim)
• But I think Senjutsu made the most sense: I’m not buying it for the slogan. I suppose hard core gamers won’t be too happy with the slogan anyway. They got us; they know we won’t stop buying their games. The slogan is for the people who don’t play video games or play only a little.

That’s right. It’s just an ad campaign. It’s just a slogan. It’s just a bunch of fonts. What matters is whether people will buy.

And that’s marketing. It looks to us like Sony is trying to position the PS3 as some elite, uber-cool, very hip, and very chic gadget. You know, how only the cool kids wear certain kinds of shoes; now only the cool kids have the console that lets them live life better than their loser neighbors. And they reinforce this with a slogan that tries to be punky, modern, and graffiti-ish (but at the same time old-school, retro, and baseball-jersey-ish). Does it work? Will it succeed? Check out this ad:

Most of us have seen the logo for the PS3 “This Is Living” ad campaign that Sony’s got in store for Europe. That definitely got some mixed reactions in the previous article:

• Guess this backs up the statement, Life Sucks. I’m going to slit my wrists now. (Daniel)
• What about This Is Delay. (Phyzar)
• Yeah, Living in Debt. (Harrison Kim)
• But I think Senjutsu made the most sense: I’m not buying it for the slogan. I suppose hard core gamers won’t be too happy with the slogan anyway. They got us; they know we won’t stop buying their games. The slogan is for the people who don’t play video games or play only a little.

That’s right. It’s just an ad campaign. It’s just a slogan. It’s just a bunch of fonts. What matters is whether people will buy.

And that’s marketing. It looks to us like Sony is trying to position the PS3 as some elite, uber-cool, very hip, and very chic gadget. You know, how only the cool kids wear certain kinds of shoes; now only the cool kids have the console that lets them live life better than their loser neighbors. And they reinforce this with a slogan that tries to be punky, modern, and graffiti-ish (but at the same time old-school, retro, and baseball-jersey-ish). Does it work? Will it succeed? Check out this ad: