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PS3 Slogan Revealed: "This is Living"

carlosp said:
ofcourse it is, it must be so simple that every asshole can understand it. ps3 is supposed to be a mass product and if it is a part of modern living, then everyone needs one. for that reason:

PS3-THIS IS LIVING
Click to expand...

The best slogans communicate a unique benefit. They have substance. They mean something. "This is living" is pimping the luxury status, which I think is laughable for a frigging games console and low-end Blu-Ray player.

Another problem is that "PlayStation" was never considered a luxury brand before. Sony's got its work cut out for it to reposition the brand in this way, and I for one do not believe they'll be successful. (Ironically, I think Microsoft may have more success repositioning Xbox 360 as "the new PlayStation," i.e., the affordable next-gen system for the masses.)

This slogan strikes me as pure damage control. Sony's acknowledging that the PS3's biggest feature is its high price tag. The slogan only reinforces that idea while being utterly devoid of any other attractive benefits.

Wow.
 
Burnst said:
I can see the first ad already..


01c.jpg


This is dying

redlightringxbox360.jpg
Click to expand...


90's Sega advertising: Wise Fwom Yowr Gwave!
 
Kolgar said:
The best slogans communicate a unique benefit. They have substance. They mean something.
Click to expand...

Tag-lines don't have to communicate tangible concrete benefits. They don't represent the entirity of a marketing message. Usually concrete basic benefits are communicated elsewhere.

Kolgar said:
Another problem is that "PlayStation" was never considered a luxury brand before.
Click to expand...

Playstation marketing has always engaged heavily and effectively in lifestyle association. You shouldn't be so taken aback by it or offended by it. And you can read whatever you like into the tagline in terms of connotations..the suggestion of luxury could certainly be there, but more generally I think it attempts to reflect desireability and aspiration more than expense or luxury, specifically (though these things may often be tied together). And desire and aspiration are definitely two things Sony should aim to stir with PS3, IMO.
 
frAntic_Frog said:
ha! :lol

to be fair, the ingame shots of gundam really do look like the above (like the desert gameplay screens).....its just that the gameplay seems really crappy at this point
Click to expand...

I have a deep history with that shot so I just thought it was appropo. :P
 
Kolgar said:
The best slogans communicate a unique benefit. They have substance. They mean something. "This is living" is pimping the luxury status, which I think is laughable for a frigging games console and low-end Blu-Ray player.

Another problem is that "PlayStation" was never considered a luxury brand before. Sony's got its work cut out for it to reposition the brand in this way, and I for one do not believe they'll be successful. (Ironically, I think Microsoft may have more success repositioning Xbox 360 as "the new PlayStation," i.e., the affordable next-gen system for the masses.)

This slogan strikes me as pure damage control. Sony's acknowledging that the PS3's biggest feature is its high price tag. The slogan only reinforces that idea while being utterly devoid of any other attractive benefits.

Wow.
Click to expand...


yeah but if you have brand placed as a lifestyle brand like sony did with psOne and psTwo you can call your third try as "this is living". Sony want ps3 to be what motoRazer, a lifestyle product, IT IS LIVING
 
It's no surprise that this campaign has flown over the heads of most of the NA members here :lol

Probably why it wasn't chosen for that region where they prefer more direct in-your-face marketing messages that don't require much thought.

I'm sure the campaign will will many awards just as the PS1 and PS2 campaigns did before it.
 
monkeymagic said:
It's no surprise that this campaign has flown over the heads of most of the NA members here :lol

Probably why it wasn't chosen for that region where they prefer more direct in-your-face marketing messages that don't require much thought.

I'm sure the campaign will will many awards just as the PS1 and PS2 campaigns did before it.
Click to expand...

Way to bash an entire continent.

Elitists suck. Is that direct enough for our NA audience?
 
The slogan is OK. I still liked Play Beyond much better. And nothing beats "Live in your world play in ours" which is the greatest slogan of all time in gaming history.

I don't get why people keep saying the font is trying to be hip, are you kidding me? :lol That is one of the most non-hip fonts ever created. It looks like something out of the frikkin 60's.

Shogmaster said:
PS3slogan.gif
Click to expand...
:lol :lol :lol That is awesome.
 
THIS ISSSSSSSSSSSS BUDDWEEEEEIIIISERRRRR>...... THIS IS BEERRRRrrrrRRRR.

I expect the same commerical replaced with the PS3 name and "This is living..." :lol :lol
 
The older you get the more rules they're gonna try to get you to follow, but you just gotta keep livin' man, L-I-V-I-N.
 
lethial said:
I'm shocked so many people are liking it, when I first saw it I thought "This is terrible.".
Click to expand...

Of course there are opinions but it's a good slogan, on a marketing level it let customers perceive that it's something with value that can change the quality of life (only if you have it you're really living :lol :lol ) and at the same time the friendly and cartoony font (which reminds me of the famous "That's all folks" of Looney Tunes) helps to avoid the cold image of a high tech luxury item.
 
This is Living... I get this image of two old retiree's in a resort holding champagne glasses looking at each other and smiling. Then again that may be my unique perspective as an American.
 
Worth noting that SCEA has very recently trademarked "PLAY BEYOND" and "PLAY B3YOND". Doesn't necessarily mean it'll be an official slogan in the US, but they may have further use for it beyond the E3 06 ads (and SCEJ is using it for that concept site).
 
gofreak said:
Tag-lines don't have to communicate tangible concrete benefits. They don't represent the entirity of a marketing message. Usually concrete basic benefits are communicated elsewhere.

Playstation marketing has always engaged heavily and effectively in lifestyle association. You shouldn't be so taken aback by it or offended by it. And you can read whatever you like into the tagline in terms of connotations..the suggestion of luxury could certainly be there, but more generally I think it attempts to reflect desireability and aspiration more than expense or luxury, specifically (though these things may often be tied together). And desire and aspiration are definitely two things Sony should aim to stir with PS3, IMO.
Click to expand...

Thanks for the analysis, but I still think this slogan is utterly dumb. "Play Beyond" is good, as was "Welcome to the Next Level."

Edit: I repeat, dumb. Especially for a frigging game system, which will continue to be appealing primarily to dorks like us.
 
gofreak said:
Worth noting that SCEA has very recently trademarked "PLAY BEYOND" and "PLAY B3YOND". Doesn't necessarily mean it'll be an official slogan in the US, but they may have further use for it beyond the E3 06 ads (and SCEJ is using it for that concept site).
Click to expand...

Those remind me of a recent Land Rover 'Go Beyond' ad campaign, they were really bad.
 
Good slogans:

Power of X
Now you're playing with power
Live in your world, play in ours

Bad slogans:

Good to play together
Who are you
This is living

This thread is hilarious though.
 
They better have some dude sitting on a leather couch in a silk bathrobe wearing a monocle and holding a pipe with his left hand while holding a glass of congnac in his right and thoughtfuly swirling it around. He should then gently pat the PS3 which is, naturaly, at his side and half chuckle: "This is living."

I would totaly buy a PS3 if that was the ad.
 
Aren't today's high-end gaming PCs 2x as much money as a PS3, which will, arguably, provide better performance for at least a few years?
Click to expand...

indeed they are , but they provide way more functionality than the PS3 does.
 
Kangu said:
They better have some dude sitting on a leather couch in a silk bathrobe wearing a monocle and holding a pipe with his left hand while holding a glass of congnac in his right and thoughtfuly swirling it around. He should then gently pat the PS3 which is, naturaly, at his side and half chuckle: "This is living."

I would totaly buy a PS3 if that was the ad.
Click to expand...

ultimatebachelor2wt7.jpg
 
DCharlie said:
indeed they are , but they provide way more functionality than the PS3 does.
Click to expand...

nuh-uh. PS3 has location free tv and it has linux. you can probably run every linux application know to man on it. I know i'm going to be doing all my unigraphics modeling on it from now on. Plus it can fold proteins! My PC can't even fold my clothes for me! Plus I can watch TV on my psp while the proteins fold.


Now I just need someone to help me with the clothes folding...DS Foldaru and Washaru Clothes Navi were art thou?
 
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