Who knew? Dille explains babies, cubes, and eggs

The PS3 can levitate?!

So you thought you’ve heard the last of the freaky crying doll, exploding Rubik’s cube, and rolling eggs, did you? We’ve seen them before, true. But how many of us know what they actually mean? Everyone and their sister’s friend’s grandma’s dog probably had their own interpretation. Today, we’re going to hear it directly from SCEA‘s Head of Marketing himself, Peter Dille.

He’d already explained the Play B3yond campaign the other day. But where do the above mentioned three mysterious TV spots fall into place? Dille mentions that they’re all about showing the people the PS3’s power. No, not the levitation power as seen at the end of each commercial, but something “b3yond.”

From our POV, baby was spawned from our desire to have a brand spot that was provocative and would evoke emotion and imagination. Rubik’s was a creative way to get a feature or function benefit across – the Cell Processor is powerful and smart – in a simplistic, clean, metaphorical way. There’s another spot on the air right now with the SIXAXIS moving around objects around the room, conveying what the controller can do. We had to find a way to do this by metaphors to get people excited.

For them, the ads were a bit of a Rorschach test to see how different people would react. And as proven by all of the commenters in our coverage of these three ads, everyone interpreted it differently. They would latch on to something significant to them.

True enough, with that explanation, the ads make more sense. And now, we already know for sure what message it’s trying to communicate. Dille also hints that there’s gonna be more ads in the near future, this time centering on the Blu-ray. As to what sort of commercial we’re going to see, who knows? A couple of dancing hula girls from a car’s dashboard, perhaps? A spinning yo-yo? It’s anyone’s guess now…

You can read more on GameDaily BIZ’s interview with Dille behind the “Read” link!

The PS3 can levitate?!

So you thought you’ve heard the last of the freaky crying doll, exploding Rubik’s cube, and rolling eggs, did you? We’ve seen them before, true. But how many of us know what they actually mean? Everyone and their sister’s friend’s grandma’s dog probably had their own interpretation. Today, we’re going to hear it directly from SCEA‘s Head of Marketing himself, Peter Dille.

He’d already explained the Play B3yond campaign the other day. But where do the above mentioned three mysterious TV spots fall into place? Dille mentions that they’re all about showing the people the PS3’s power. No, not the levitation power as seen at the end of each commercial, but something “b3yond.”

From our POV, baby was spawned from our desire to have a brand spot that was provocative and would evoke emotion and imagination. Rubik’s was a creative way to get a feature or function benefit across – the Cell Processor is powerful and smart – in a simplistic, clean, metaphorical way. There’s another spot on the air right now with the SIXAXIS moving around objects around the room, conveying what the controller can do. We had to find a way to do this by metaphors to get people excited.

For them, the ads were a bit of a Rorschach test to see how different people would react. And as proven by all of the commenters in our coverage of these three ads, everyone interpreted it differently. They would latch on to something significant to them.

True enough, with that explanation, the ads make more sense. And now, we already know for sure what message it’s trying to communicate. Dille also hints that there’s gonna be more ads in the near future, this time centering on the Blu-ray. As to what sort of commercial we’re going to see, who knows? A couple of dancing hula girls from a car’s dashboard, perhaps? A spinning yo-yo? It’s anyone’s guess now…

You can read more on GameDaily BIZ’s interview with Dille behind the “Read” link!

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