Sony announces the first PS5 commercial, entitled to PT-BR version

Sony Corporation of America debuted its first PlayStation 5 ad, which shows that the next generation is about what games "will look like".

This has been the case since the beginning with the PS5. This new console will be less about the look of cool games, we have seen diminishing returns in that department with each passing generation, but rather how they will sound, how it will feel to use the controller and how fast all of that is.

You saw this in the big reveal of Sony's PS5 in June, and you can see it in this TV ad, which opens with the phrase:

"Welcome to a world where you can feel more."

PT-BR version.

There is a considerable disadvantage in all of this. Nobody can feel the PS5 right now. Sony cannot take the console and its controller, appropriately titled DualSense, to a PAX or Gamescom or EGX. They cannot take you for walks in Shopping Centers or place demonstration stations in stores.

"It's a big challenge on all fronts," said Eric Lempel, senior vice president and head of global marketing for Sony Interactive Entertainment.

"Not just for the parts of the organization that I oversee, but for all parts of the organization. The good thing is that we are working together."

"We are going to launch this year, it will happen, and on my side we will for sure make sure that we bring all the magic and all the excitement of launches that we had in the past."

"We are still committed to doing that. It is more challenging than ever, but our players expect a lot from us. It is a chance to celebrate the start of a new generation."

"This site starts the PlayStation 5's marketing efforts, and this is just the beginning. So, you can see this as the initial entry."

"Hopefully, it looks high quality, I hope it captures the viewer's imagination and, from here, it will only get bigger and better."

He continues:

"If the world were in a normal place, we would be there with demo stations at different events, with the ability for consumers to touch the product and interact with it, and really understand what we are talking about."

"The challenge, right from the start, became how we tried to express this with a Spot and, at the same time, how we created a Spot given the current limitations presented by the global pandemic? So, that was a challenge on all fronts for us. "

"The genesis of this is that we are entering a new generation and, for us, generations are important. It is a chance to raise the expectations of players and players and to really introduce something new."

"So for this particular location, we focused on three distinct areas: tactile feedback, dynamic adaptive triggers and 3D audio. And we wanted to show what it would be like to be in the middle of it all."

The ad is certainly unique. It is almost entirely computer generated, with an actress who was filmed at her home as part of it. "

Then it was created by different people from around the world, with the marketing team in one place, the director in another, and then it was worked on by more than 70 artists from a variety of visual effects disciplines.

Anyone who has seen the creation of the Star Wars spin-off, The Mandalorian, will have a good idea of how it was done.

"We really had to change the way we do things," says Lempel.

"If we weren't in the current situation, we probably would have produced a slightly different type of location. This will become the new shape of the world in the near future, and many of us had to adapt and change and be innovative and creative."

"Although it is not the situation we would like in a year of launch, we are very happy with the way we managed to streamline and create something like that."

The ad itself was designed to try to convey a feeling to consumers. The crack of ice, pulling the bow, the firing of a rocket; everything is done through the careful use of sound and image, but it is very effective.

And it helps promote three PS5 features - tactile feedback, adaptive triggers and 3D audio - that are central to Sony's vision for the new console.

[quote] "Just looking at the product, talking to the developers and hearing from them about what makes the PlayStation 5 special, there are many things that excite them, but these three things are a big change to where we were in the past, with entertainment interactive, "says Lempel.

"I will add that this is probably the most literal part of the campaign, where we are really talking deliberately and trying to convey different parts of the product with feeling."

"There will be other parts of the campaign that will be much broader and generate the excitement of the world of interactive entertainment that PlayStation can bring you."

"We felt that this was a good way to start talking