12-Year-Old Marcus Rivers is New PSP Spokesman

Kris Erickson • May 23, 2010 • Comments ()

Sony is planning to launch a new advertising campaign based on its successful series of PS3 ads featuring Kevin Butler. These new ads, targeted at potential consumers of its PSP handheld gaming system, will feature a 12-year-old fanboy named Marcus Rivers. This character is the brainchild of Deutsch LA, the same firm that created the "It Only Does Everything" campaign. In the first new ad, set to air in June, Marcus will be introduced to viewers by Butler. The self-appointed Deputy of All Things PlayStation will then demonstrate the various benefits of the PSP in subsequent advertisements.

One TV spot will have Marcus complaining about the underpowered mobile phone games that are so popular among his classmates. In another advert, Marcus will talk about the upcoming Metal Gear Solid: Peace Walker game. At the end of the Peace Walker commercial, a narrator's voice says "step your stealth up, step your story up, step your game up." The major selling points emphasized in these ads are expected to be the PSP's powerful gaming capabilities and library of console-like titles.

Earlier PSP marketing campaigns tended to focus on the non-gaming functionality of the device, while targeting a hipper, older crowd. The new PSP adverts are aimed at a decidedly younger audience in the 10-14 year old bracket. It seems that Sony has decided to let Nintendo focus on non-traditional markets while it returns to its core male adolescent consumer base.