“It’s Like A Nut You Can Play With Outside”
Sony has put out some really great PSP commercials lately that feature hilariously strange cartoons. I think the best is the one with the squirrels – watch it here.
What I really like about the commercial is that they tell you nothing about the product. There are no features, no actual pictures of the product, and there is no description of what the product is.
The agency that developed this ad realized something very important – by creating an entertaining and fun commercial they will be able to avoid boring their core audience and generate a buzz that could lead to new customers down the line.
Think about it. What can you tell a hardcore gamer about the PSP in a 30-second spot that they do not already know? Passionate video gamers know all about the whistles and bells of the PSP and have already made up their mind if they need to purchase one or not. Chances are you will not be able to create a successful 30-second informational sales pitch that will convince an educated video gamer to cough up 250 bucks that they don’t want to spend.
So the core market ends up being entertained. Maybe there is a little bit of attitude branding that will be attached to the PSP name. Good stuff. But what about the people who don’t even know what a PSP is? Isn’t Sony missing out by not telling them about the PSP and what it can do for them?
Not at all.
A consumer who is intrigued by the PSP commercials may hop online and look for a meaning to the commercials. Or they might go out and ask their friends/children/spouse if they know what a PSP is. Because the commercial’s message is so bizarre consumers will want to know what the hell a PSP is and why is like a nut you can play with outside.
Do you see what this causes? The uneducated consumer has started a buzz by trying to find out more about the commercial and the PSP. Whether it is just an online search or a discussion with their coworkers about the commercials, the consumer will be involved in an experience that is caused by the PSP commercial.
Whether they will be interested in buying a PSP when they figure it all out is not really the point. In the end, the consumer will end up with a lot more information than any ad agency could cram into a 30-second spot and an interactive experience too.
Brilliant work!
I am not sure which agency is behind these ads, but I must say I am impressed. I know this is not the first time people have used these concepts to market a product, but it is always impressive when someone pulls it off. Making a creative, buzz generating and truly funny commercial is not an easy thing to do. Most ads that try to be funny usually fall flat.
If you happen to know the ad agency that made these ads, please let me know the name. I want to send them over a box of nuts. The kind they can play with outside.
[Updated - here is the dustball commercial
Comments
http://www.adrants.com/2005/11/dustballs-get-carpet-squirrels-get-nut.php
you make insightful points on this topic, marketing punk. i think that it speaks columes about the opportunies within affiliate/internet marketing. these inquisitive online searchers will be exposed to many different avenues for which to find info. as affiliate/internet marketers, we will have the opprtunity to expose our ideas to them. that is, if the objective is to educate a more educated searcher...
Posted by: Fantast | December 21, 2005 10:09 PM
Hi,
it would be great if you could not link directly to the quicktime movie as it makes a lot of traffic but doesn't bring any real visitors.
here's the link to the story:
http://www.brandinfection.com/2005/12/10/video-sony-psp-squirrel-ad/
thanks,
Nader
Posted by: Nader | December 22, 2005 06:24 AM
TBWA\Chiat\Day created the Sony Squirrel PSP Ad
(written on my blog)
Posted by: Nader | December 22, 2005 06:25 AM
Great comment Fantast. As more and more people go online to research products, both companies and their affiliates can profit from providing great sources of information.
The most successful online marketers of the future will be able to provide not only a place to buy, but a place to research and learn about the products that they sell.
Posted by: Marketing Punk | December 22, 2005 08:14 AM
Hi Ralph - thanks for being so sassy. I moved the link to a site that won't cry about inbound links.
Happy Holidays!
Posted by: Marketing Punk | December 22, 2005 08:17 AM