The face of Sony’s Latin American PlayStation campaign.

NOV. 10, 2010 • Sony Computer Entertainment America launched its first Latin American regional television marketing campaign for its PlayStation brand. Saatchi & Saatchi Latin America developed the campaign with the theme Live in a State of Play. The ads try to show the wonder, curiosity and excitement of being young and experiencing everything for the first time by showing people with the heads of toddlers  engaged with their PlayStations. In addition to television, the campaign will be visible at retail and via print, online and social media networks.

Impact: Subjectively, these commercials come off about as creepy as they are edgy. We will be curious to see how the humor plays with Latin American audiences. Regardless, it is encouraging to see Sony devote such extensive resources to marketing to the entire Latin American market. We tend to think that Latin America will mirror many of the same consumer preferences as in Europe. As we have said before, the PS3 has more mainstream appeal, and significant growth opportunities over time with Europeans. The same should be true with Latin America, which makes Sony’s region-wide campaign a smart investment.