Tag Archives: playstation

#Badmarketing – How a Commercial Can Backfire in No Time

Alright players, gather round, Sony PlayStation has a commercial for us. Well, they already removed it from their YouTube Channel, but this is the internet. Once it’s online, it’s hard to take away!

With the launch of the new Xperia Z3 phones, Sony introduced a quite interesting feature to its PS4 and PS Vita: The Remote Play. Now you can keep playing a game from your PS4 on your smartphone and your PS Vita screen. No more limits – you can play anywhere.

To introduce this impressive feature, Sony decided that they should play on the word “play”. They employed TBWA (Brussels) to make the commercial, which is the same agency, but from Paris, that did this controversial poster from 2012:PS VitaWhat could possibly go wrong, right? Well pretty much everything.

The ad starts with an attractive female doctor that knows “you’ve already done it today, and [she] bet[s] you really enjoyed yourself”. Hum… is she referring to the glass of water I had earlier? Then she’s mentioning that you might be doing it “in your bedroom, under the blanket” or perhaps you prefer “the kitchen or on the toilet”. I guess not. She might be thinking about a more playful thing that men do: masturbating.

Then sensual music starts to play as she says, “You no longer have to feel ashamed” since “everybody is doing it because it’s fantastic”. To increase the power of the subliminal message, you have a close-up shot on her lips as she says, “you can do it all day long”. She ends the commercial by inviting you to join her while grabbing her PS Vita and starts to play. Then the double entendre is revealed, “PS Vita Remote Play Never Stop Playing” appears, explaining the point of those 40 seconds of awkwardness.

The traditional ending titles for PS4 “This is for the players” makes you realize something even stranger than the iMac G4 sitting on the doctor’s desk. Why would you use such a cliché to promote a feature to your players. Is every player a sexually frustrated 15-year-old boy, like the stereotype assumes? They reinforce a stupid cliché that people love to spread: a gamer is a teen male that has issues.

Sony’s hardcore gamers are 20 to 35 years old, and there are more women playing than most people imagine. According to the Entertainment Software Association (ESA), the average age of a gamer is 31 years old! About 32% of the players are between 18 and 35. And women account for 48% of gamers! Of course, these numbers can be biased by the fact that the smartphone made video games much more easier to access than before but still! If you look at these facts, it flies in the face of most common clichés that have been used for years by the “video games = violence” club.

I know that the commercial could still make you laugh for some random reasons, but let’s be honest, this cliché is not helping the video game industry! I guess this is why Playstation decided to remove the video only a few days after a lot of bad reviews and comments on their Youtube Channel.

A great decision that would have been greater if they didn’t think to make this commercial in the first place. This is why, it features on today’s #BadMarketing.