Sony’s Marketing Dept. Gets it Right in PS3 Ad

At the gym last night, I settled onto the elliptical with a magazine from the community rack. I’m not a regular People Magazine reader, but as I was flipping through this issue from late September, I saw a PS3 ad. The ad features a teen boy who looks to be enjoying himself and a middle-aged woman as his mother next to him, also looking to be enjoying herself. Both had controllers in their hands and looked to be having fun playing.

The tagline that accompanied the ad referred to the recent price drop but also served to be really inclusive. Unfortunately, I don’t recall the exact content, but I believe it was something about the PS3 being at a price that suits everyone.

People‘s demographics skew very female, and range through various age groups, so this was a pleasant surprise. To see gaming not only marketed as something women of any age do, but without the usual attention being called to her as a female playing games. (See the PSP’s recent lavender release with its ill-considered “Girlz Play Too!” tagline and obvious lineup of Hannah Montana and other similar games). Surely there would be some sort of division in the games, right?

Nope. The game selection at the bottom wasn’t even divided into obvious gender targets like so many other ads are. The games were titles like Batman: Arkham Asylum and others. Not a puzzle game or fitness coaching game in sight.

Even though that lavender PSP stuff is still fresh in our minds, kudos to Sony’s marketing department for this great ad!

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