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Sony’s Saucy Ad – PlayStation 4’s New Marketing Tactic

Marketing any product is not a rocket science. It needs to be accurate, to the point and must trigger the audience. Many companies find it difficult to market their products and services. In terms of creating advertisements, most of the companies, irrespective of the industry they are in, try to add sexual elements to heighten the excitement of their audience. Although it’s a cheap way of looking at things, but in terms of ROI, such ads get high ratings and are noticed by a huge number of customers.

Recently Sony also launched an ad for its YouTube Channel (European PlayStation market). The ad is stuffed with sexist connotations. This particular ad features a brunette doctor (needless to say very attractive and trying to use her seducing powers while delivering her lines). Initially, she appears to be telling her audience has been involved into masturbation (frantically). For instance, she oozes lines like:

“I bet you’ve already done it today. Or are you afraid you’re doing it too often? In your bedroom; under the blankets or perhaps you prefer the kitchen or the toilet? Or do you like it in the garden?”

Finally the ad discloses that the hot doctor was not actually being sexually evocative but was merely talking about PlayStation 4’s newest feature “Remote Play”. This feature can help players to play games anywhere (in the bedroom, under the blankets, in the kitchen, toilet or garden).

Such kind of ads actually offends viewers. So, it must be taken into consideration before launching them on any platform. Advertisers and marketing heads need to be very careful in finalizing the ideas. After all, there’s also company’s repute that is associated with these ads and not just sexy brunette’s seducing dialogues.

Credits & Description:

Brand: PlayStation

Media: TV
Category: Games & Toys
Agency: TBWA
Geo: Belgium
PS Vita Remote Play: Doctor
Advertising Agency: TBWA, Brussels, Belgium
Account Managers: Joachim François, Jochen De Greef
Creative Director: Gert Pauwels
Copywriter: Frederick Morel
Art Director: Geert Feytons
Strategic Planner: Rindert Dalstra
Production: Saké Productions

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