Remember “U-R-NOT-(red)E?” Those were the first words most of us saw when we viewed advertising about the PlayStation when it first came out. Truthfully there were a ton of really incredible ads from Sony during the first few years of their time as a console maker and some have felt that over the past few years that they’ve been complacent with their spot in the industry.
Then, two years ago, Sony began its “Long, Live, Play” campaign with a video called “Michael.” In the video, various video game characters paid tribute to a player named Michael. This campaign resonated with many gamers and it was even accompanied by a Facebook app that actually inserted you into role of Michael in the video. While we can never truly tell if the campaign was effective, it was a sign that Sony wanted to empower gamers into thinking that they have more of an effect on the virtual worlds they play in than they think they do. In a way, this is almost an extension of an earlier ad campaign, “Live in Your World. Play in Ours,” which they used for the PlayStation 2.
Siliconera obtained a copy of a script for Sony’s latest marketing campaign, allegedly from an unidentified company who was working on the marketing campaign, and it seems to be tagged with the slogan, “Greatness Awaits.” While Siliconera has the entire breakdown of the commercial, the words that are part of it give a hint of what’s to be expected in regards to the messaging.
Who are you not to be great? You, with the imagination of a brilliant child and the powers of an ancient god.
Who are you to be ordinary? You, who could get away with murder, or raise the dead.
Who are you to be anonymous? You, whose name should be spoken in reverent tones or in terrified whispers.
Who are you to be afraid? You, who can serve as judge and jury while hoarding infinite lives.
Who are you to be a slave to the past? You who can travel time like the oceans and rewrite history with a single word.
Who are you to deny greatness? If you would deny it to yourself, you deny it to the entire world.
We usually see a lot of these marketing materials during E3, so if we see something great or something reminiscent of this plastered on a building or even at the L.A. Convention Center itself, we’ll be sure to share them with you in our posts here. With all this excitement and teasing regarding the next generation, the wait for E3 2013 is starting to get a little bit difficult. Make sure to bookmark our site and/or subscribe to our digests so you won’t miss a single thing from us at this year’s E3!