Sony, seriously, this is getting out of hand. Every time we want to rethink what you're doing and try to back you guys up, you go and pull some stunt like this latest ad campaign in Holland, which, as one can see above, depicts a "white PSP" avatar/model violently holding the mouth of a "black PSP" avatar/model -- in commemoration of the launch of the
ceramic white PSP, of course. The billboard pictured here is one of supposedly somewhere near 100 evocative images created for the campaign with the same theme, which found viewers of the ads -- and game lovers alike -- crying foul at Sony's latest foible cum PR fiasco (and believe us, we're sure to catch some fire for calling it just that). When it comes down to it we honestly don't think Sony is stupid enough to mean any ill will -- or smart enough to capitalize on a PR firestorm -- with such an ad campaign. But instead of confronting the issue and addressing peoples' concerns, they meagerly defended themselves to GamesIndustry.biz with the following: "The marketing campaign for the launch of the White PSP in the Benelux focuses on the contrast between the Black PSP model and the new Ceramic white PSP model," and "A variety of different treatments have been created as a campaign to either highlight the whiteness of the new model or contrast the black and the white models. Central to this campaign has been the creation of some stunningly photographed imagery..." Oh, make no mistake Sony, the animosity and drama of the imagery, the visceral emotional implication of powerful racial overtones, this is a huge blunder. And once again we find ourselves urging -- nay, demanding -- Tokyo reevaluate what the hell it is they're doing these days. Because mistake or not, this biz doesn't fly, Sony, and you're not helping the perception that you're an incredibly callous megacorp with little real direction.
P.S. -As always, we encourage a discussion. A sensitive, intellectual, worldly discussion. If you can't infer what it is we're asking of our dear readers tempted to intone on this matter, then please skip commenting on this thread, mkay?
[Via
Joystiq and
GamesIndustry]
posted July 6th 2006 4:05AM
As a black man I am not at all offended by this advertisement. If it was a black woman squeezing the cheeks of a white man everyone would say "what a great ad!"
Listen racism continues to grow in this country because of close minded people who over-exaggerate every little thing that features black and white. Rev. Jessie Jackson and Al would be out of business if we stopped fueling their fires. They make money by creating racism out of things like this!
racist-not realy; stupid-DEFINATLY.
like it would kill them to have shown two psp's together and say "white is coming".
some1 slept thru the "marketing" lectures only to wake up at "sony"
the only reason why ne1 would find this ad rasist and also its counterparts is because their 2 different colours agressive 2 each other doesnt show "unity" now does it? especialy since there the same system. couldve they just do a ad with the psp fightin the ds-lite n the white psp joinin in the fight
This could have been a winner! Great product and big dollar ads with stunning images, only they chose aggression over feel good peace and harmony. Something our world desperatly needs. Whatever happened to "Corporate Social Responsibility"? They wouldn't dare put these up in Australia!
how the fuck is that racist?
I dont see a problem with it, its an ad ffs, people need to wake up and worry about more important issues other than Sont and its Marketing Methods.
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I am not seeing what makes the ad "Racist"!?! I see a contrast of color, but no specifics to say that "Black is bad" and "White is good"... on the contrary I see this billboard along the same lines as Micheal Jackson's 90's music video "Scream" or even Apple's black Macbook line... (It was okay that they had a "Black" macbook, as long as it was better than the "white" one right?!?) Lets just stop looking for racism in every detail of our lives. Perhaps it takes hate in your heart to find hate in this ad; but either way I see an asthetically pleasing photograph on a billboard that gives the desired information... that the PSP now comes in white.
First sight of an image like that would not necesarrily say oh hey a white psp is coming out but it works. Sony's attempt may seem desperate to some people and racist but its a true work of art. Success is what they sought after and they got it, if they weren't succesful would their campaigne had triggered the response od so many people? I think not! I'm black and where offense is concerned i'd say i'm a bit offended by it but what Sony knew was that even though we say we're not racist and we try to ignore facts that racism is still among us and seems to be getting more. Sony knew all this and the real genious of their plan was to awaken all hat we feel and capture the attention of everyone. OK! Maybe they weren't expecting this kind of response from society but they are in this business to make money and that is exactly what they are doing. On the racial side i'd say they went a bit too far if you want to get everyone's undivided attention yes this is the ad for it but if you want their attention and loyalty. NAH DON'T THINK SO!
Sony only pulled whats insiide of us out, i'd say if we weren't racist inside then there is no way we would have this sort of reaction to the ad... but then again i'm only 17 what do i know
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http://www.gcse.co.nr
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thats good!!!
i don't know anything about marketing, but i don't see the big deal with them fighting. of course they hope to make every new product outsell the old one.. they want the newer products to do better, to win, otherwise, why bother?
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