@Bodhesatva - I agree completely.
While this ad is great, for core gamers, marketing to that group exclusively could be a major mistake. For once you've branded your product, it's hard to re-image it later.
Nor is this just a 'women' issue either. I'm only in my thirties and that ad turns me off. It comes across as a kiddie system. That's right, a kiddie system, trying to be all badass and tough and 'I'm bigger and badder than you' and crap. Yawn. Don't get me wrong, it will work great for it's target 16-25 market. But if it turns off 30-50's who generally all have the funds to buy a cheap $399 blu-ray player, then they'll buy the Wii or 360 instead.
A more generic, Apple-like approach would probably be a better way to go. It's great deal for a blu-ray player / game system. And Blu-ray is close to winning the format war (but not this year...) so don't spoil future sales but giving it a 'young' imaging.
The PS1 & 2 succeed not on the backs of core gamers, they succeeded by gaining the mainsteam crowd, a crowd this ad compaign may push away. Hey, I want Sony to succeed as much as anyone, but I question if this is the way to go.
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