Dear PlayStation
I’m a big fan of Kevin Butler. You may have noticed him in the Dear PlayStation commercials that air on television. Having an individual to demonstrate the capabilities of the PlayStation 3 while still providing off-the-cuff humour is a significant improvement to the Play Beyond campaign that Sony was running.
The original Play Beyond campaign no one ever really understood due to the lack of focus. Although, both these campaigns wanted to express the same message which was “the PS3 does everything.” Play Beyond attempted to do this only with imagery and little support from text or audio.
The Dear PlayStation campaign brings in small, everyday confrontations provided by VP of Everything, Kevin Butler and neatly ties in a specific hardware feature, killer app, or service. I give their Dear PlayStation a thumbs up on a job well done.