PS4
"Playstation. Immortal."
Have a series of TV commercials and print ads that state "X is immortal", and showcase a benefit/feature of the PS4.
E.g.
"Triumphs/Memories are immortal."
Show real gameplay footage of an online shooter (e.g. Battlefield) that is genuinely impressive, and using the share button to save it and send it to someone.
If a comedic route is taken, maybe have another friend nearby who wasn't paying attention to emphasize how you don't want to just soak in the moment yourself. Another possibility is to have the person who did the amazing thing send the video to his victims as a taunt.
"Bonds/Friendships are immortal."
Don't have any specifics, but emphasize the additional PSN social networking aspects and live streaming as a way for people to connect with old friends. E.g. show college buddies being able to do their gaming ritual even after getting a job and moving away.
"Passions are immortal."
Maybe do this at the beginning as an awareness raiser, or as a conclusion as a reminder. Basically do another Kevin Buttler or "Michael" esque trailer that celebrates gaming as a hobby. Hopefully this would contrast the PS4 as primarily as a gaming device, as opposed to the One.
At the end of each of these ads, the slogan "Playstation. Immortal." is whispered or something.
