Sony pulls a Sony with their new Vita ad

Sony has a long history of horrible ad campaigns, especially in Europe. Yes, they do make some good ones, most notably the Michael ad, but far too often they leave their fanbase blushing in embarrassment and their target audience scratching their heads in confusion. The latest ad is definitely a case where blushing and confusion are running rampant.

Earlier today, a thread popped up over on NeoGAF with an image that shows Sony’s latest print ad for the Vita. The ad is currently running in France, and when translated reads: “Two touch surfaces, twice the sensation.” The quote is accompanied by a woman with four breasts. Seriously. You can see the ad below (click to enlarge).

Sony Vita Ad with 4 breasts

Not only is the ad stupid and lacking in content that would compel anybody to pick up a Vita based on its available software, it’s also highly demeaning and gross. Not only are you alienating women with the approach, you’re also implying that breasts are nothing more than a plaything for horny men. It’s subtle, but by cutting the head of the woman out of the ad, they’re not even hiding the fact that a gamer would have no interest in the woman as a person, it’s just important that she has a nice pair (of pairs) of breasts.

And really, it’s also undermining the Vita too. Hey, who cares about software and the personality of the library, it feels good to rub! That’s all you guys want, a good rub, right?

You can do better Sony. Your fans and the industry deserve better than this.

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