14 DAY TRIAL // Sony has announced a new marketing campaign for its PlayStation division, replacing the older 'It Only Does Everything' slogan with 'Long Live Play' and, as always, releasing a new commercial with its vice president of pretty much everything, the fictional Kevin Butler.
Sony made a lot of waves two years ago when it deployed a major price for its PlayStation 3, bringing it down to just $299, and starting an innovative and fun marketing campaign, under the 'It Only Does Everything' banner.
Now, after the company released a new price cut, taking the 160GB PlayStation 3 model to just $249, it's time for a new advertising campaign. As such, Sony has now revealed the fresh 'Long Live Play' slogan, complete with a new Kevin Butler commercial.
"Two years ago we introduced you to our resident Vice President of just about everything, Kevin Butler, in the inaugural “Dear PlayStation” ad which was timed with the introduction of our “It Only Does Everything” campaign," the company revealed.
"Since then, the campaign has helped make the PS3 a household name in 50 million homes worldwide. Today, I’m excited to introduce you to a new brand campaign “Long Live Play” – designed to celebrate gamers from all walks of life and recognize you for making us who we are today."
The new Long Live Play campaign wants to emphasize that the PlayStation brand, especially the PlayStation 3, can bring all sorts of entertainment possibilities for all sorts of people.
"PlayStation has always been about the gamer and the PS3 is the ultimate portal to a land of infinite experiences and accomplishments. PlayStation is reaffirming our commitment to gamers like yourselves with “Long Live Play” – mixing humor and a little good, clean fun with the kind of entertainment content you crave."
In order to drive the point home, Sony has brought back Kevin Butler from a four-day retirement, who once again highlights the new philosophy in his trademark, over the top style.
Check out the new PlayStation Long Live Play commercial in the video below.