18 Years of PlayStation Launch Commercials

We continue our look at Sony's PlayStation commercials with a trip overseas to see how Europe and Japan handled the PlayStation 3 ...
PlayStation 3: Grenade (UK)

I hope you enjoyed the gameplay footage reflecting off the baby's eyes, because that's the last you're going to see of it. This European commercial is Sony's most cinematic yet, involving an exploding suitcase, a half-naked man with a sock, cross-dressing beauty pageant contestants, a guy training with a weapon, aging women applying makeup and a maid who accidentally vacuums up a grenade. Is this a PlayStation commercial or a Guy Ritchie film?

I'm not sure what any of this has to do with video gaming, but it's certainly an entertaining commercial. This is everything The Getaway should have been. It introduces us to a cast of characters that would be perfect for a PlayStation 2 game and then immediately discards them like an exploding suitcase full of money.

But as goofy as this commercial is, it points to a troubling trend. For reasons I cannot explain, this is the second UK advertisement featuring a woman vacuuming. We first saw the obedient wife sucking up Cold War dust in the S.A.P.S. commercial, and here it's a maid cleaning up a hotel room. Two of Sony's three system launches feature women vacuuming, while their male counterparts sit back and do nothing. What's the deal with that, Sony?
PlayStation 3: Fork (Japan)

Don't worry; this PlayStation 3 launch commercial from Japan is not as daunting as it first looks. In fact, of all the PlayStation 3 spots produced by Sony, this is the only one that makes any sense. The craziest part is that you don't need to speak Japanese to see why this commercial is so effective. Confused? Stick with me; you'll see what I mean.

In this 15 second spot we see three women (none of which are vacuuming) eating at a fancy restaurant. As the brunette begins to cut into the meat dish she ordered, she notices something odd about the fork. She holds it up and fixates on the fork's shape. It reminds her of something, but what?

To solve the mystery, the fork reminds her of 11-11, or November 11, the day the PlayStation 3 launched in Japan. I'm sure the announcer hammers this point home, but I'm guessing most of the people reading this article don't speak Japanese.

Like so many other PlayStation commercials, this curious fork ad has very little to do with video games. In fact, this commercial would work regardless of the product, just as long as it comes out on November 11. That has been the problem with a lot of Sony's commercials. I love that they are in a place where they can experiment and hand over control to true innovators, but it would be nice to see a game every so often.

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