Sony says Nazi PS3 ad is a "mock campaign" and not real
By Nilay Patel 
posted October 1st 2009 1:31PM
posted October 1st 2009 1:31PM
Settles that, we suppose -- although we're guessing BBDO Chile isn't going to be Sony's agency of record very much longer.This creative design did not involve and was never approved by Sony Computer Entertainment or Sony. This "mock campaign" was developed by BBDO Chile staff and was submitted to various creative competitions/festivals without prior notification or approval from SCE/Sony, and it is not representative of the views or advertising policies of SCE/Sony. BBDO Chile apologizes for using this creative concept without authorization or prior approval, and for its misrepresentation of the PlayStation brand and its values.
Spec spots are common.
Sony is becoming like a government.
They point the blame to everybody else but themselves.
Much adoo about nothing
Very classy.
It might not have been that bad of an ad for its intended market. After all, Chile was one of the primary destination for Nazi's fleeing fleeing Germany after WWII.
You can tell its fake cause they used the old ps3 logo!! LOL noobs...
Haha. That is so true.
Haha I'm replying so I can see when someone replies to your comment.
yea well no thanks to you guys. sheesh
I read this differently:
This is a legitimate ad authorized by Sony. It generates extreme negative backlash. Sony feels the heat, so suggests to BBDO that they throw themselves under the bus in order to maintain their lucrative Sony contract. A month later nobody remembers this ever happened. Everybody wins.
pinged you? really? /facepalm
"its misrepresentation of the PlayStation brand and its values."
-So they're saying they don't agree with portraying one of the great men in history in a good light? The same man who refused to kill or detain Jews at Hitler's request and even had a part in an assassination plot against Hitler?
Google BBDO 911 ad or bbd brasil 911 ad
The BBDO agency makes these semi-offensive ads all the time.
It's a brilliant way to get press:
-Make offensive ad
-people get offended
-Client makes press release about ad that is seen worldwide
-BBDO makes press release mentioning client's name several times
-tons of publicity, comments, articles, blog posts, etc with client's name
-People should get over it.
-That is all.
Just note the use of the discontinued PLAYSTATION 3 logo - it wasn't made by Sony - they don't use that logo anymore. There.
ROFL @ 'sony values'
I don't really see anything NAZI about this ad.
headboards people, headboards
solider is wearing an SS hat.
also is in nazi uniform from the lesser known North Africa Campaign.
I think the irony in this photo is beautiful and a real cultural statement about our times.
You would be surprised (and hopefully frightened) by the number of Teens who think they are living Rambos ready to take on any war that might come about single handily based on there "experience" gained through video games.
As far as i known, Japan (where Sony came) was part of the "evil axis", so the viewpoint of who was the evil and who was the good guys is pretty different to our opinion, Hiroshima wasn't a silly joke.
The ties between Imperial Japan and Nazi Germany were actually based only on technological exchanges and territorial divides, the idology was pretty diffrent, and had they "won" the war, I'm pretty sure they would have ended up fighting eachother over centeral asia at some point (which they were planing on taking over together.
Also no one ever said Nazis were evil, or the Japanese were evil. They were the enemy of the Allied powers (pre-WWII did the word "Axis" have a negative connotation to it? no...)...a diffrent idilogical force attempting to over take another. Did some Nazi's do evil things? yes...did some american soliders do evil things? yes! was the Nazi regeme inhearntly evil? IMHO...yes, but that doesn't make every solider who was part of the machine evil. As far as we know america will be labled as an evil empire in history books at some point...any country could be...history is written by victors.
Anyway, in my rambling what I'm trying to say is like this picture...not everything is as black and white as your trying to make it out to be.
Gotta love engadget's comment system associating my reply to the wrong person.
You are overdoing the 'open mind' a bit Grammar Delinquent, they were fascist and 'evil' to any standard because of their brutality and disregard for people and human rights and freedom,
And if the US is evil? Well it became evil when it started to get into an unprovoked war (yes unprovoked) and to ignore human rights and kidnapping people and torturing them I'd say, but they can get out of it again, if they wish. But the 2 cases aren't linked, although there's a few german names involved in thinking it all up, what the US did, makes you wonder a bit.
Read it quick before the 'patriots' vote me into oblivion.
@guusvoorham
I don't believe that I was on the path of calling freedom of speech something to be controlled. I may have phrased it the wrong way. Took it out of context? The particular attenuation of importance and impact of the WWII set forth by the morons I was initially replying to simply ticked me off. Let me clarify: the way this advertisement is presented has a peculiar mocking effect on the entire matter at hand.
Let me address the point you have made."This advertisement is not funny, but painfully ironic." Perhaps what's the most painfully ironic, is the fact that you cannot see the damage done by putting out such an advertisement in the first place. It has a diminishing effect on the consequences, if a similar image/advertisement is used again by the same company, or really, even another company. It is really 'too bad' that Sony has partnered up with a company that sees such content as usable for a world wide distribution. Let me also elaborate to your remark on the advertisement "not trying to be funny." An interpretation such as that is something I have trouble getting a full comprehensive grasp of. You're pushing the idea forward that your particular view of what the advert means to you (i.e. it being not particularly funny to you), should be the basis of the error in my interpretation of it. Surely you know how individuals' minds react to the image, and therefore you would know that using such images has no particular lessening effect of the comprehension of the horror of WWII on the psyche of people who aren't fully informed about it.
On the point you make about an image being simply a collection of pixels. Let me just state such an oversimplification is most likely the most incredulous remark I have heard about ANYTHING relating to the interpretation of a visual representation. Most importantly you miss the point I make about the image. It isn't about the image in any sense. It is about the message. It is the MESSAGE that you so fully have seen justified to rebuke from mentioning. The message that displaying this sort of approach to the horrors of of WWII is acceptable. That it isn't to be scrutinized. It is the aggregate of the psychopathic imagery, and their nonchalant approach towards their distribution of it in this picture, that makes up the congregate reason for my scrutiny towards the message of this advertisement.
What I'm getting at, is that while the company may have full right to post such images, it surprises that they would. I hope they dearly suffer for it. Their latest advertisements are of such a nonsensical nature that I couldn't hope for anything else but a world wide spread criticism from gamers around the world, and Sony's sincerest apology for employing the psychopaths that create such revoking garbage. The thought that the effort to decipher the meaning of these images would yield any sort of practical, or applicable result, is truly an astounding retrospect.
Godwin's Law need not apply.
That ad rules, they should use it everywhere.
Doesn't surprise me at all...Just google "chilean army" and take a look at the images and you'll see why chile has love for all things nazi.
Chile, unfortunately, isn't a country to be trusted with advertising... their advertisements in general suck balls.
"Looks like ya got a little Jose in ya"