Newsweek's N'Gai Croal
writes "In a two-part Q&A, Playstation marketing chief Peter Dille discusses the PS3 ad campaign, Microsoft's blogger superiority, why Ludacris is his kind of celebrity and more."
From the article: "Emotion is a big part of the category. You've seen the baby spot, which kicked off the TV effort. The whole thought behind that was, look at the wide variety of emotions the PlayStation 3 can elicit. The other theme we're setting up is that the power of the PlayStation 3 is so awesome that anything placed in close proximity is witness to this awesome power. So this baby doll is whipsawed through a gut-wrenching range of emotions, from laughing and crying to reverse crying. That's going to set up a series of spots where you'll see the power of the PlayStation 3 in this white room environment."
N'Gai also has a great piece up looking at why screenshots are no longer effective marketing
for next-gen games.