• Ad Age, Friday, August 28, 2009 10:27 AM

Sony is hoping that ads that break this weekend for its PlayStation 3 will have the same serial impact that the Mac vs. PC ads starring frumpy John Hodgman and hip Justin Long do, Beth Snyder Bulik reports.

In the campaign, from Deutsch, Los Angeles, actor Jerry Lambert plays one Kevin Butler, Sony's purported Director of Rumor Confirmation who gives wisecracking responses to the questions of fictitious consumers. Butler points out all the things the console, whose price just dropped to $299, is capable of -- from Blu-ray-movie playing to wireless connectivity. The tagline is, "It only does everything."

"If it delivers like we think it will, like the happy California cheese cows, the GEICO cavemen or Mac vs. PC ads, people will want to hear the latest news and see what this guy's going to say next," says Eric Hirshberg, president and chief creative officer at the agency.

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