Sony Offers New Hardware Bundles, First PlayStation Ads For Latin America

Sony Computer Entertainment America today announced new soccer-based PS3, PSP and PS2 hardware bundles for Latin America, also unveiling the first ever advertising campaign specifically targeted at the region. Starting in November, all three currently supported Sony systems (including the 160GB model of the PS3) will be offered to Latin American consumers in bundles with either Konami's Pro Evolution Soccer or EA's FIFA 2011, with more hardware bundles to be announced in the coming months. Precise pricing details for these bundles were not immediately available. In addition, Sony today announced its first-ever Latin America-focused advertising campaign, dubbed "Live In a State of Play." The campaign centers on two television ads featuring a baby in an adult's body who's fascinated by everyday parts of adult life, and also by the PlayStation Move. The campaign, designed by international ad firm Saatchi & Saatchi, also includes a new Latin-America-focused consumer web sites, a YouTube channel, and a Facebook page with interactive video app. “PlayStation is always pushing the limits of entertainment with groundbreaking technology and game experiences,” said Pablo Del Campo, CEO of Del Campo Nazca Saatchi & Saatchi and chief creative officer of Saatchi & Saatchi Latin America. “It’s always a thrill and feels like you are experiencing something for the first time. We wanted to seize that emotion in every aspect of the campaign.” Since officially beginning operations in 13 Latin American countries in February, Sony has expanded its PlayStation efforts to include 19 countries in the region: Colombia, Argentina, Chile, Peru, Mexico, Panama, Costa Rica, El Salvador, Nicaragua, Brazil, Peru, Honduras, Belize, Paraguay, Uruguay, Guatemala, Ecuador, Venezuela, and Bolivia. SCEA Latin America General Manager Mark Stanley said in a statement that the region is experiening "tremendous growth" and recommitted the company to "creating localized and exclusive experiences that are tailored for consumers in this region" in the coming year.