The Brand: PlayStation 4 Launch Strapline Is Greatness Awaits

PlayStation 4 is coming. There is no more exiting time to the gaming fan than when a new console comes out. Unlike most consumer tech which comes out every year or so, gamers have to wait a lot longer and in this case it has been 8 years since the XBOX 360 kicked off the last gen.

Eight Years – wow.

Sony’s PS4 is coming out “holiday 2013” in major territories which we can read as Japan, USA and some euro countries – most likely the UK first.

This week the hype gets stronger as the marketing slogan / strap line for the PS4 was supposedly leaked:

Greatness Awaits

Adding more credibility to the story, Sony has now trademarked Greatness Awaits,  so at this point its pretty much confirmed.

PS4 PlayStation 4 Greatness Awaits

Siliconera claim the first ad will highlight the new Killzone Shadowzone title as well as Bungie’s multi platform Destiny with the following voice-over:

“Who are you not to be great? You, with the imagination of a brilliant child and the powers of an ancient god.”
“Who are you to be ordinary? You, who could get away with murder, or raise the dead…”
 “Who are you to be anonymous? You, whose name should be spoken in reverent tones or in terrified whispers.”
“Who are you to be afraid? You, who can serve as judge and jury while hoarding infinite lives.”
“Who are you to be a slave to the past? You who can travel time like the oceans and rewrite history with a single word.”
“Who are you to deny greatness? If you would deny it to yourself, you deny it to the entire world.”

So how does it compare to their past campaigns? Here are a few of the most prominent PlayStation 3 slogans:

PS3 PlayStation It Only Does Everything

  • This Is Living – This is what the system launched with in the UK – with a correspondingly baffling ad campaign!
  • It Only Does Everything – my personal favourite – how can you argue with a product that ONLY does everything!! This campaign also gave us the brilliant Kevin Butler ads.
  • Long Live Play – The last major slogan which kicked of with a very memorable ad that featured a number of Sony stalwarts saluting the gamer himself “To Michael!” The build up this ad was pretty ingenious with a viral teaser which invited a lot of speculation.

Greatness Awaits might seem somewhat bland – especially compared to some of the past slogans.  From the surreal:  This Is Living, PS2’s The Third Place to the Bold: Move’s This Changes EverythingIt Only Does Everything, and an old favourite Do Not Underestimate The Power of PlayStation.

But looking back, its more inline with the PS3’s launch line The Wait Is Over.

Although simple it’s all about building anticipation and announcing in a very clear and direct way, that a new generation is launching without getting bogged down in clever wordplay or puns or more polarising slogans (those can all be saved for later).

PlayStation is a very established and credible brand now. So they can afford to be a little vague and elliptical with their concepts as long as the PlayStation logo or historic iconography is also referenced.

Greatness Awaits also works pre-launch as a way to build hype and awareness plus reinforces the fact that not only does greatness await for the player but also that this system itself is great. Win win.

Greatness Awaits.

Say it out aloud. It has an epic and iconic quality to it that feels big and weighty.

Overall I like it. Sony excels with ad campaigns now despite their financial woes (in fact this is one area the video game industry as a whole seems to excel with) and the description of the launch campaign sounds ambitious and cinematic and should grab the attentions of both gamers and the wider audience. I’m looking forward to seeing the actual campaign when its hits.

The PlayStation 4 is out this year, Sony will be hoping Great revenue and sales Await.

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