Sony has released a new commercial for the PS5, and it explains virtually nothing about the console or any of its games to prospective buyers. The PS5 will launch in as little as two months, so it makes sense that Sony is actively promoting the system with adverts and reveal events - however, now doesn't really seem like the time for confusing ads when players still know very little about the actual console.
The price and release date of the PS5 is currently unknown, but they're expected to be revealed at the upcoming PS5 Showcase event, which is due to take place on Wednesday. The fact that Microsoft has already revealed the price and release date of the Xbox Series S/X means that Sony's hand has been forced on the matter. Once the crucial launch information has been revealed, we can expect Sony to send the promotional machine into overdrive, especially if it has some more killer exclusives to announce.
Sony has already released one mystifying commercial for the PS5, which barely explained anything about the new features of the system, but the latest one takes the cake. The second PS5 ad can be seen on the official PlayStation YouTube account, or by watching below. The commercial shows a sailor taking his boat through a wall of light, followed by a number of other ships and sci-fi vessels. It ends with the PS5 slogan - "Play has no limits," and not a single lick of actual info regarding the console or its games library is so much as hinted at for the entire minute-long spectacle.
Apparently, the intention of the commercial was to evoke the feeling of playing a PS5 game. The goal of the first commercial was to show off the new features of the PS5, such as the haptic feedback and adaptive triggers of the DualSense controller, while this new commercial is more about the possibilities of the system. PlayStation Senior Vice President of Marketing Eric Lempel spoke to Variety about the meaning behind the commercial, stating:
“It’s really just talking about who we are as a brand and exciting and thrilling our fans... We want to excite and thrill you. 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.”
The visuals in the new PS5 commercial are certainly impressive, but they say absolutely nothing about the console or its games. A cinematic trailer is meaningless beyond its marketing merit, as it does nothing to promote the system or its capabilities. If the PS5 has such incredible hardware, then why isn't Sony showing off in-game visuals in TV spots and ads instead of a live-action parade of CGI boats? The PS5 commercials should be targeting the general audience that doesn't keep up to date with gaming news, with the intention of making them excited about the PS5 and considering a purchase when it becomes available. A bunch of ships sailing through a wall of light looks cool, but it means nothing to the average consumer.
The PS5 is due to be released during the 2020 holiday season.
Source: PlayStation, Variety