Sony aims for buzz with new PlayStation 3 campaign

08/28/2009 | Advertising Age (tiered subscription model)

Deutsch, Los Angeles, has high hopes that its Sony PlayStation 3 campaign, featuring a fictitious customer-service rep named Kevin Butler, will become as buzzworthy as Apple's Mac vs. PC ads. "If it delivers like we think it will, like the happy California cheese cows, the Geico cavemen or Mac vs. PC ads, people will want to hear the latest news and see what this guy's going to say next," said Eric Hirshberg, the shop's president and chief creative officer.

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