I was going to leave this one alone, but with two submissions and about 10 e-mails, I guess I’ll just get it out of the way. I better not find out they were all from TBWA or Sony shills…
With the bad PR year Sony’s had this year, they’ve had to resort to quite a run of aggressive ad campaigns, especially for their struggling PSP division. This Dutch campaign for the new white PSP is just the latest example. The folks over at Joystiq have gotten all a’twitter over it, (particularly the image you see to the left), denouncing Sony (and via extension, TBWA who, along with fellow agencies Chiat & Day, are no stranger to controversy) for their insensitive and racist campaign.
Now maybe I’m just a dirty, dirty monkey, but my first thought wasn’t that Sony was calling for a celebration of Aryan superiority, but rather that it was trying for a psuedo lesbian S&M thing in a desperate effort to try and sex up an otherwise bland marketing move from Sony. (OMG! It’s White! Just like an iPod?!) The rest of the images (which you can see here, here, and here) seem (in my mind) to back that assumption up. Of course, I also don’t often filter another country’s ad campaign through America’s rather uh, sensitive racial perspective. My first post sapphic power love thought was ‘There should really be an Asian girl kicking both their asses’. Seeing as that’s what the Gameboy and DS Lite are doing to Sony anyway (and rightfully so).
In the end, Sony and TBWA are getting exactly what they want: People talking about a brand that would otherwise merit not a second of your time, whether you’re it’s audience or not.
Discuss, or check out the D.H.A.D.M. take on it.