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I don't know how effective the Butler ads were but they made me smile.

I'd love to get more insight into an advertising campaign. The client (hopefully) has an idea or vision and the agency comes up with a coherent and enduring(?) strategy. That balance must be fascinating methinks.

 

[Diddy Kong]

This new firm is best known for its work promoting Google’s Chrome web browser, Axe body spray, and Coca-cola’s Sprite soft drink.

:-|

 

[witness]

About time. PS3 advertising has been atrocious.

 

[paradise_circus]

they just need the wtf-spots again like golfers vs pornstars

 

[Killthee]

:-|

Watch the axe commercial, it's not the usual crap axe airs.

 

[petethepanda]

That Axe commercial alone has me kind of hyped for this. Can't wait to see what they do.

 

[LiK]

FINALLY

 

[B.O.O.M]

Good move. It seems the new company has done some really amazing stuff. Especially that Chrome one..damn

 

[gofreak]

This article notes:

http://creativity-online.com/news/sony-playstation-leaves-deutsch-la-for-bbh-new-york/239621

At BBH New York, now led by Chief Creative Officer John Patroulis, it will be interesting to see the new developments in PS creative. Patroulis,of course, made a mark on the videogame category while at agencytwofifteen, T.A.G./McCann San Francisco, where he helped create high-profile campaigns for X-Box, including the much-celebrated Halo "Believe."

 

[Toppot]

This is great news. BBH's various agencies do great work around the world. Can't wait to see what they do in the coming months.

 

[Violater]

Needless to say I am in the wrong Bizz

 

[Dance Inferno]

Should have gone with Sterling Cooper.

 

[CoachKevin]

here are some of the UK ads for chrome.

https://www.youtube.com/watch?v=Lq2Nvs0va2g

Holy shit I literally just teared up. Beautiful ad.

Thank you for getting serious Sony. Time to get back up on your feet.

Spoiler

And hopefully keep the Vita alive as well

 

[Clay Davis]

This article notes:

http://creativity-online.com/news/sony-playstation-leaves-deutsch-la-for-bbh-new-york/239621

wow, they were behind the 'believe' campaign? sony have struck gold. the 'believe' campaign was pretty incredible.

 

[Hoo-doo]

This article notes:

http://creativity-online.com/news/sony-playstation-leaves-deutsch-la-for-bbh-new-york/239621

Wow. The Halo 3 "Believe" marketing campaign was one of the best pieces of marketing I have ever seen in my life.

 

[ZaCH3000]

This is what Sony desperately needed for years. Why they broke their relationship with the Advertising Agency in charge of their PS2 ads is a business crime. The recent God of War Ascension ad looks to return to the days of showing off great gameplay moments with interesting narration. My favorite PS2 ads were definitely the Ratchet and Clank ones.

This is exciting for Sony fans. I'm a Sony supporter and want Sony to do well so their games sell and they continue to create the unique experiences that attracted me to the platform in the first place. The future is looking good for PlayStation fans like myself.

Kaz thus far is doing a fantastic job at raising the expectation bar and backing up those expectations by continuing to make great decisions. Kazify NeoGAF indeed.

 

[Killthee]

This article notes:

http://creativity-online.com/news/sony-playstation-leaves-deutsch-la-for-bbh-new-york/239621

Wow. Adding that to the OP, thanks.

 

[SolidSnakex]

wow, they were behind the 'believe' campaign? sony have struck gold. the 'believe' campaign was pretty incredible.

No, just that particular guy that's now their Chief Creative officer. He was actually the creative director or executive creator director for quite a few 360 ads

http://creativity-online.com/credits/john-patroulis/10/1

 

[fabricated backlash]

I'll never get why some many people were creeped out by the baby in the PS3 adds.
Bunch of wussies.

 

[Clay Davis]

No, just that particular guy that's now their Chief Creative officer. He was actually the creative director or executive creator director for quite a few 360 ads

http://creativity-online.com/credits/john-patroulis/10/1

thanks for the clarification.

holy crap, this guy also worked on the gears 2 rendezvous ad? I still remember how amazing that ad was. it's one of the most memorable gears ads along with mad world.

next gen is going to be very interesting with this guy working on marketing their games.

 

[BruceLeeRoy]

BBH is all over the place on quality but they have just enough really creative ads for me to be optimistic.

 

[yurinka]

No Kazified version of this?

 

[MikeE21286]

I am pleased.

 

[iSnakeTk]

wow microsoft is done. Sony has the stronger console, better games and now even better marketing.

 

[i-Lo]

BBH is all over the place on quality but they have just enough really creative ads for me to be optimistic.

I wonder if they are also more, 'economical' under the new deal.

 

[slider]

wow microsoft is done. Sony has the stronger console, better games and now even better marketing.

Let's not get ahead of ourselves!

 

[Ollie Pooch]

I have so much love and nostalgia for this advert.

The PlayStation brand was monstrous back then. Completely captured the moment of its time. I really, really hope the PS4 is even half as effective in its overall cultural relevance and impact as that.

"I've lived"

*shot of guy playing video game alone on couch in darkness*

 

[Storage]

Hopefully they do a better job than the previous company

 

[zomgbbqftw]

Wow, quite a coup for Sony. They must have promised quite a large increase in marketing spend for 2013 and 2014 to land such a high profile team.

I think Wieden & Kennedy had better watch out, if the new agency impresses with SCEA I wouldn't be surprised if Sony America moves the whole company's marketing to them.

 

[Perkel]

So they plan to spend more than $100k on PS4 adds or not ? At least in Europe they are always in important places like Champions league final or Le Mans 24 (GT ads)

 

[i-Lo]

Wow, quite a coup for Sony. They must have promised quite a large increase in marketing spend for 2013 and 2014 to land such a high profile team.

I think Wieden & Kennedy had better watch out, if the new agency impresses with SCEA I wouldn't be surprised if Sony America moves the whole company's marketing to them.

BBH is more expensive than their ex-incumbent?

 

[katsubento]

As long as we see a barrage of ads, I'll be satisfied. MS will probably spend double or more than Sony will on advertising, so PS4 ads better be sublime.

 

[Tomodachi]

All of these past ads from this new company are so cheesy imo. I really hope they take a different road for Orbis.

 

[AHA-Lambda]

About damn time. They need it, especially with a PS4 to sell soon.

 

[zomgbbqftw]

BBH is more expensive than their ex-incumbent?

They would want assurances that they would get a serious level of expenditure before they took the account on. I'm guessing double the current $56m.

Given that it is the launch of PS4 and Sony are expecting stiff competition from MS increased marketing spend is not too surprising, that they have changed agencies with it is a good sign they have recognised the problem.

 

[i-Lo]

They would want assurances that they would get a serious level of expenditure before they took the account on. I'm guessing double the current $56m.

Given that it is the launch of PS4 and Sony are expecting stiff competition from MS increased marketing spend is not too surprising, that they have changed agencies with it is a good sign they have recognised the problem.

Would not that be negotiable pending performance of each ad in the market prior to settling on an absolute figure for the year or the project duration? At least, one would assume that there would be the amount of fund receivable for each project would be contingent on market response to the prior work, to an extent. But yes, unlike any other time, they will be producing ads for a brand new product and as such Sony would definitely need to invest substantial money in advertising.

Here is me hoping that this time around, the inaugural ads will not be as perplexing or esoteric as the ones which first accompanied the launch of PS3.

 

[jondabomb]

Has Sony always been horrible at marketing or has it only been this generation

 

[Pop-O-Matic]

Has Sony always been horrible at marketing or has it only been this generation

They were horrible until the Kevin Butler ads. It only worked with PS1 and PS2 because the late 90s/early 2000s were just horrible alltogether.

 

[YoungHav]

GAF would do a better job than their former ad firm.

 

[metalslimer]

wow microsoft is done. Sony has the stronger console, better games and now even better marketing.

lord..

 

[SolidSnakex]

They were horrible until the Kevin Butler ads. It only worked with PS1 and PS2 because the late 90s/early 2000s were just horrible alltogether.

Sony's advertising was fantastic during the PSone and PS2 days. The Crash ads in particular are pretty legendary.

 

[btkadams]

wow microsoft is done. Sony has the stronger console, better games and now even better marketing.

 

[Honey Bunny]

Microsoft are sure to outspend them, so for Sony's sake the new ads better punch above their weight

 

[Rollo Lawson]

The ads in the OP are rather moist..I hope they man up a bit for Playstation

 

[starchild excalibur]

Here's some of their previous work for other clients:
Axe - Susan Glenn

Damn.

 

[googleplex]

Deutch was behind the Butler ads. IIRC, they got the account sometime in 08 after TBWA's "Universe of Entertainment" (Venom) ad.

I've always like this commercial, this was the point that Sony started to turn around the perception of the PS3.

 

[FantasticMrFoxdie]

Ugh Axe ads are the worst.

wow microsoft is done. Sony has the stronger console, better games and now even better marketing.

Lolwut Juniors have been on fire lately.

 

[Deleted member 80556]

Excellent! Not that it's much of an influence over me, but I always find watching good ads tantalizing. This is most certainly a good decision by Sony, specially with the Chrome and Believe ads. Great!

 

[Call Me Maybe]

Good. Give me ads like you used to have in the PS/PS2 era, not like the bizarre shit you had for the PS3 and PSP.
I'd include the Vita over there under the 'bad ads' category as well, but I don't even think it was ever advertised.

 

[Vitacat]

SCEA advertises???