PS3: Only On

Last year the PS3 was launched with a campaign via TBWAChiatDay, Los Angeles, that became known as the "White Room", demonstrating the PS3's power. With those technology messages now firmly embedded, the latest campaign moves beyond the "power" message with a more high-energy, entertainment driven focus for the PS3. The games are showcased and the new lower price point is clearly communicated. The spots also focus on the Blu-ray movie capability, the PlayStation Network and the exclusive gaming content available on the PlayStation Store, as well as breakthrough services like Home.