Sony’s didn’t become the world leader in videogames by accident. Through cutting-edge games, world-class exclusives and a marketing campaign that wasn’t afraid of taking risks, Sony positioned the Playstation as THE system to own. It became cooler to game as an adult, and kids everywhere wanted one. They sold the idea it was cool to own a Playstation.

Early on in the Playstation’s life Sony realized that it was just as important to sell the lifestyle of the Playstation as it was to sell the games. Since then Sony has made a habit of making commercials that have little to do with videogames, and more to do with the lifestyle they want associated with their Playstation brand.

Most of these spots featured here don’t really advertise a particular game, or even a system. Rather, they focus on the lifestyle that want to project that comes with owning a playstation. Most of these commercials don’t even contain any game titles or footage.

Here are the links to my other advertising features:
Part 1: Genesis does what Nintendon’t - Ads from the late 80’s
Part 3: Ads in the Land of the Rising Sun - Bizarre Japanese Ads
Part 4: Japan Strikes Back! - Bizarre Japanese Ads 2nd Edition
Part 5: You had me at konichiwa (Japan ads 3rd edition)

(These are not shown in any kind of chronological order.)

Not long after the PS2 came out, Sony began airing this commercial. What really amounted to a spot for the PS9, it talks about the systems “features” and then positions the PS2 as the precursor

What’s strange here is that not only does the commercial show NO gameplay graphics, it doesn’t even show the actual product until the very end.

This, is without a doubt the strangest commercial you’ll see here. I’ve watched this spot a few times now, and I have no idea what they’re trying to sell here. That being said, I love this commercial

I had read before this spot was pulled off the air, I’m guessing because of the porn stars. Such a strange combination of the golfers and porn stars, but on some weird level, it works.

The following I believe is a British spot portraying an entire city playing “King of the Hill.” The music is from Shirley Temple

As Sony slowly moved into the online gaming world, their branding commercials began selling the worldwide competition.

After the PSP launched, Sony just plain lost their minds with this series of commercials. What amounts to 2 squirrels yelling at each other, along with pencil-shaded animation.

Why does the voice-over guy want to fuck his PSP? “I’d hit that” is a way of pointing out someone you’d like to have sex with, so for the life of me I can’t figure out what the hell the squirrels and V.O. guy are talking about.

Here’s a commercial from the other side of the pond. Directed by Chris Cunningham (most famous for the f’d up Aphex Twin videos), it’s called “Mental Wealth”

Why does the girl look like a human/alien hybrid? In my eyes for no reason other than to be weird and outside the mainstream.

“Live In Your World. Play In Ours.” became Sony’s calling card and long-running slogan in the states. It sold the idea that you can have two separate lives. One where you pay your bills, go to work, go food shopping, etc., and one where you have all your fun. Overseas they called it “Do Not Underestimate the Power of Playstation”, but the intent was the same. Your life is boring, escape into ours.

My favorite commercial here. I love the idea of all different ages and types of people plugging in at night and commanding armies, conquering worlds, and generally running amock.

At least I know I’m not alone. They could never get away with a spot like this here in the states. We still can’t get people to believe that adults play games.

Like this article? Check out part one! Genesis does what Nintendon’t commercials from the late 80’s / early 90’s.

I’m trying to track down older playstation spots, stuff from the PS1 days. If you can help,
Please send me an email