In the name of all things stupid, Sony France thought it would be a great idea to market the PlayStation Vita by comparing the product to a four-breasted woman in a new advert.
Accompanied by an actual photo of a woman with four rather large breasts is the copy, “Touch both sides. Twice the sensation.” (translation).
This is probably how the advertising pitch went:
Creative Team: Boobies are great right?
Sony France: Oui..
Creative Team: Now hold that thought and then double it.
Sony France: Sacré bleu, zat is brilliant.
Shake hands, end of meeting. [Scene].
You see, the Playstation Vita boasts a front touchscreen and rear touch panel. Ahhh! Gotcha.
So, just to be clear, using the front and rear touchscreens feels like you’re groping four round breasts? Well, not really. Do they look like breasts? No. Are they at least round? No, sorry.
A spokesperson for Sony Entertainment UK were quick to disassociate themselves from their French counterpart telling Digital Spy that “this advert is not creative that we are (or would) consider running in the UK.” Ah, Anglo-French relations; as solid as ever.
It’s also worth noting the level of desperation here, as it was revealed earlier today that Sony had lowered its annual handheld expected sales forecast from 16 million units to 10 million units.
The advert has already caused a little stir on Twitter, with one user saying Sony’s advert has “time-slipped into the 1970s”.
Perhaps like oh say, any of these…?
Playstation advert image via here
MORE SEXIST FRENCH ADVERTISING THIS WAY!