A little look at advertising

United colors of PlayStation April 21, 2006

The commercial success of the PlayStation comes from an exponential dynamic of adhesion: the one who have no PlayStation enjoy the one who have it. It is a fashion phenomenon, and the ads always try to cause this process. That explains the slogan of the second campaign of the PlayStation: " Don't think that it only happens to the others.". Sony also tried to universalize its console, that was the next gear of its strategy: the new TV commercials showed people from everywhere (Europe, America,
Asia) who talks about their extraordinary experiences in front of their screen. The PlayStation allows to be at the same time the master of the universe, a Formula one champion, a dispenser of justice of the impossible one…or even more. The message is clear: everyone can become "someone" thanks to its PlayStation. After having pushed to the limits the will and the desire of transgression, Sony believes in another human aspiration: the glory which is linked with the celebrity. The paradox is simple: when people are trying to become someone special, they buy a console… like all the others. It is the clue of the know how of Sony about marketing. But, that was believable after the success of the “Walkman”. However, this strategy was a little bit confused with the third generation of TV commercials whose main character was “Fifi”, a strange woman. The one who have seen her cannot forget the deformed face of this girl outputting obscure concepts, before concluding on a peremptory: "I play, thus I am". This character was a shock whose aim was at being remembered by people. However it allows a globalisation of the concept which l create also a collective reaction. The face of the girl was made of different skin fragments which symbolise the PlayStation community. This was also a good way to show a girl endorsing a console which is often linked with male characters. Thus, that was a great way put out the video games from its masculine ghetto.