• Gamespot.com , Monday, November 5, 2007 12:02 PM

As the 40GB PlayStation 3 goes on sale here, complete with built-in Wi-Fi and Blu-ray, Sony Computer Entertainment America is supporting the launch with a massive new ad campaign. And the new effort comes after mixed success with a European marketing strategy tagged: "This is Living" that baffled audiences with multilingual spots featuring a multiethnic cast doing things like taking baths, jumping on trampolines, sticking their hands into boiling water and waxing philosophical.

None of the spots had any images of the PlayStation 3 console or its games. However, in North America, the marketing campaign--bearing the slogan "Play Beyond"--puts the focus on the console itself and touts its functionality. "With . . . technology messages now firmly embedded, we wanted to move beyond the 'power' message with a more high-energy, entertainment-driven focus for the PS3," says SCEA Senior Vice President of Marketing Peter Dille.

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