The new PS3 commercial shows a handful of games set to what sounds like a clip from a Gladiator or Braveheart type movie. A warrior with a middle ages accent (ye olde accent) rallies his comrades before a glorious battle. To Sony this console business is a battle, and a bloody $3 billion one so far.
Only declaring war openly and drawing lines in the sand is not what Sony needs to do now. The call for brotherhood in the commercial clearly creates an us-versus-them image but it is this exclusive mentality (remember, the PS3 is like a fine dining experience) that put Sony in third place this generation. Launching at $600 and offering the bleeding edge of movie playing capabilities did not make the PS3 a very accessible machine and these advertisements only reinforce the idea that if I am not hardcore, if I am not willing to join Sony is a vicious battle against its enemies, then the PS3 is not for me.