I think the problem with Sony advertising is it is inconsistent. Sometimes it's great, sometimes its WTF. Today, for best results, consistency of message is best unless you are supporting an evolving message (somewhat like MS has been).
Take Apple and Nintendo for example, really good, clear absolutely consistent messaging that constantly re-enforces the brand and the core messages for the brand.
Sony advertising I find is like some of its franchises this gen, such as Killzone and Resistance: it keeps changing trying to find the optimal place to be but never seems to do so or stay steady.
MS has also been variable but nonetheless more consistent than Sony, particularly more recently.
Consider how Sony started this gen basically with the message MS has been pushing more recently - entertainment hub and gaming device. At the time it was an early adopter message, but instead of sticking with it Sony switched to pushing a gaming centric message as sales of PS3 disappointed and sales of 360 grew, basically switching tack to try and match MS's much simpler - it's HD gaming - message. More recently Sony has swung back to the original message with "it only does everything" but I think they've never really presented that message well. MS meanwhile have simply allowed their message to evolve from gaming to entertainment hub in line with the market.
Try to be reasonable... its easier than you think...
