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August 27, 2009 // 12:58 pm - Today Marketing & PlayStation Network Senior Vice President Peter Dille has unveiled the PS3 console's new ad campaign- It Only Does Everything.

To quote: I'm excited today to unveil our brand new ad campaign for PlayStation 3. This year is going to be a game-changing year for PlayStation.

Last week, we extended an incredible value proposition with the $299 price move and the introduction of a sleek new form factor for the 120 GB PS3. We've coupled this news with a truly unmatched content line up this year with some of the most eagerly anticipated games in our history.

But this is just half the story. Today we are laying down the final puzzle piece with a new marketing campaign for the PS3 and the introduction of its new tagline, "It Only Does Everything."

You may remember our MLB ad from earlier this year where we introduced Dustin Pedroia's "Dear PlayStation" spot and our resident PlayStation expert Kevin Butler.

These new ads, created by our partners at Deutsch LA, birthed a new campaign in which we will have direct conversations with consumers about everything the PS3 can do. And as you'll see below, "It Only Does Everything."

We know many of you would agree that the PS3 is an unrivaled gaming console. It's also the best Blu-ray player on the market. And most of you are probably aware that you can now download more than 2,000 movies without even leaving your couch.

However, we recognize there are still many consumers who may not be aware of how powerful the PS3 truly is. So we've tailored this campaign a bit differently to extend our reach and PS3 family.

From now through the holiday season, you'll see and hear about all the broad features and benefits this amazing device has to offer across multiple media including TV, radio, online, retail and social networking outlets. A total of 9 TV spots will roll out throughout the holiday, each highlighting a different benefit and feature of the PS3. So whether you're a hardcore gamer or a Blu-ray enthusiast, you will have something to takeaway from these ads.

We're kick starting the campaign with a TV spot highlighting the new $299 price point on September 1. But for you, our loyal fans, here's an official sneak peek.

It's a fully integrated campaign that seamlessly intertwines hardware, gaming and PlayStation Network benefits under one umbrella, each with a dose of our own irreverent humor. We knew you'd want more than just one peek, so here's a spot in which Kevin commiserates with a consumer about getting her boyfriend to get his PS3 connected to the PlayStation Network. Enjoy!

We look forward to your feedback and continued excitement, for what will be a truly great holiday and year for PlayStation. There's more to come, so stay tuned.

Videos: New PS3 Ad Campaign: It Only Does Everything

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#5 - gtxboyracer - August 27, 2009 // 9:44 pm
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Comment on the 2nd Video: The reason he hasnt hooked it up to the Internet. he doesnt want it to update to any higher firmware - incase an exploit is found to hack it! LOL just kidding.. but that thought did come to mind.. funny adverts!

#4 - cow247 - August 27, 2009 // 9:41 pm
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I think it's really surprising that sony is just now starting to advertise the ps3 slim. You'd think they'd start mass advertising a couple months ago about the release of the new console.

#3 - Dibblah - August 27, 2009 // 9:29 pm
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It only does everything. Well, apart from OtherOS. And PS/2 backward compatibility. And more than 2 USB ports.

"It Only Does What We Want You To Do".

#2 - Mexicodude908 - August 27, 2009 // 9:11 pm
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Pretty good advertisement its been way too long since one and i guess it is also because the ps3 slim is coming out but me and my friend hate sony's ad department. I mean how about announcing the ps3 slim in a new commercial all they do is show it they dont mention it or show anything about it so its a start but not the best i've seen.

#1 - Preceptor - August 27, 2009 // 9:00 pm
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I disagree. It's more likely : "It WILL do everything... one day... hopefully..." lol