It's obvious that it's not the wife they are talking to. Nor is it the children. No, it's the man. The man that has problems finding an acceptable form of spending time with his family doing something that fits his interests. Thus, the target demographic of this commercial is not very far from the current demographic of the PS3. It only really adds the value of spending time with your family to the deal. This might be able to capture the lapsed 'hardcore' gamer, but I doubt anyone beyond this group will respond well to the Playstation being held up as a better way to spend time with your family than what they are currently doing.

But with the rebranding in progress, I think it's only a matter of time before we see ads that are aimed at people outside the male 15-35 group.

Hardcore is a bad word by the way. I apologize for taking it in my mouth.

If they want to sell to non gamers, they better make it known that it's a multi-media movie device, and bring over that DVR ad-on that theyhave in europe, and say it contributes to curing caner.

They don't even need to mention it's a gaming device.  Everyone that's been waiting to switch to blu-ray for under 350 bucks will buy it.  Someone needs to replace their audio reciever?  They might replace it with a PS3, all you have to do is connect it to your speakers.  Want to contribute to cancer research?  You can do that too.

Wii got casual gamers.. PS3 can reach out to people who aren't gamers at all.  There's always another route.