New PS5 ‘The Edge’ ad released
It’s all about branding and building hype
Though we may not have a price or exact release date for PS5 quite yet, something that’s likely to be revealed later this week, it hasn’t stopped Sony from beginning their marketing push for their next-gen console. To date, Sony has released two ads for PS5 that have centered around the consoles promise of offering new types of gameplay experiences not possible without the DualSense controller.
Unlike what came before it, this new ad is all about PS5 in a more grandiose fashion. Instead of shining a light on a specific game or feature of the console, The Edge is about building up excitement. Global Head of Marketing Eric Lempel,
We want to excite and thrill [our fans]. We want to show them a path to the mysterious unknown… What you’re seeing is them coming to the edge and then going beyond. And really, that’s what we’re trying to signal here. It’s not about the features. It’s a brand spot.
I like where we’re going with our advertising and I like what we’re conveying, but you really won’t get the full experience until you touch it. That’s been an incredible challenge, so we have pivoted some of our communication to really try to strongly evoke the feelings you’ll get from using the console, and that was what our first spot was all about.
In addition to the ads above, Sony began advertising PS5 at various UEFA Champions League and Premier League games starting in mid-summer.
Think they achieved that? Let me know what you thought of the ad in the comments.
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