Despite a few advertising missteps with the amazingly annoying Marcus and the creepy NGP throwback to more experimental times, Sony has now returned to its bread and butter ads, the Kevin Butler campaign, and the old boy is in fine form. This time around, he’s here to hawk Sony’s plastic gun casing for the Move, which in all honesty looks like it could actually be of some use to somebody somewhere, which is more than I can say for the Wii Zapper which I got suckered into.
The Return of Kevin Butler
Kevin Butler, the fictional executive character played by actor Jerry Lambert, has been a fan favorite since his debut. His humorous and often satirical take on gaming and Sony products has resonated well with audiences. The latest campaign sees him promoting the PlayStation Move Sharp Shooter, a plastic gun casing designed to enhance the gaming experience for first-person shooters like “Killzone 3.” Unlike the Wii Zapper, which felt more like a gimmick, the Sharp Shooter offers a more immersive experience with its realistic design and added functionalities, such as a firing mode selector and a reload button.
The Kevin Butler ads have always been about more than just the product; they capture the essence of the gaming culture and the excitement that comes with it. This approach has proven to be highly effective in engaging the audience and creating a lasting impression. The humor and relatability of Kevin Butler make the ads memorable and shareable, which is crucial in today’s social media-driven world.
Potential for Future Campaigns
Now that the King is back in his seat, maybe Sony would like to put him to work in an NGP (Next Generation Portable) ad promptly, as I can only take so much of their lifestyle photography children stinking up the ad with their um… lifestyle. The NGP, later rebranded as the PlayStation Vita, was Sony’s ambitious attempt to revolutionize handheld gaming. With its powerful hardware and innovative features like the rear touchpad, it had the potential to be a game-changer. However, the marketing for the Vita never quite hit the mark, often focusing on abstract lifestyle imagery rather than the core gaming experience.
Kevin Butler could bring a fresh perspective to the Vita’s marketing. His ability to break down complex features into relatable and entertaining narratives would be invaluable. For instance, he could demonstrate the Vita’s cross-platform play with the PS3, showcasing how players can start a game on their console and continue on the go. This would not only highlight the Vita’s unique selling points but also create a compelling reason for gamers to invest in the ecosystem.
Plus, I need to admit I’m a bit curious as to the visual metaphor he’d use. Judging by the others though, I’d expect something similar to the Black Ops single-player ending. The dramatic and action-packed sequences could be paralleled with the intense gaming experiences that the Vita promises to deliver. Imagine Kevin Butler in a high-stakes scenario, seamlessly transitioning from a PS3 to a Vita, all while maintaining his signature humor and wit.
Via GamesRadar
The return of Kevin Butler marks a significant shift in Sony’s advertising strategy, bringing back a beloved character who can effectively communicate the brand’s message. His involvement in promoting the PlayStation Move Sharp Shooter is just the beginning. There is immense potential for him to revitalize the marketing campaigns for other Sony products, including the PlayStation Vita. By leveraging his unique blend of humor and insight, Sony can create compelling narratives that resonate with gamers and drive engagement.
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