It was early 2000, and Japan was holding its breath. The PlayStation 2 was coming, and anticipation hung in the air like a summer storm. You didn’t need to be a gamer to feel it—this was more than just a console launch; it was a cultural event. Young, old, gamers, non-gamers—Sony wanted everyone on board. And they achieved it not with blockbuster ads but with something far more unexpected: minimalism. Twenty-five years later, the memory of that launch still resonates—a testament to the power of a truly iconic console.

A Quiet Buzz

In the days leading up to the PS2’s Japanese release on March 4th, Sony took a unique turn. Instead of a high-octane marketing blitz, they opted for a low-production, minimalist campaign. The kind of ads that didn’t shout for attention but whispered just loud enough to make you lean in. The trick? They were everywhere. The commercials were short, simple, and as bare-bones as they come. No flashy graphics, no bombastic voiceovers—just the average joe waiting for this quiet phenomenon that would be unleashed.

The message was clear: this console didn’t need an introduction. It was a product that spoke for itself. Sony bet on the allure of mystery, and it worked. These ads weren’t about showing you what the PS2 could do—they were about making you curious enough to find out for yourself.

In an industry that usually thrived on excess, minimalism could easily have been mistaken for a lack of effort. But Sony understood the zeitgeist of the time. The late ’90s and early 2000s saw the rise of anti-commercialism in youth culture—kids were tired of being sold to, and Sony’s understated ads felt almost rebellious.

The commercials focused on the PS2’s capabilities without drowning it in spectacle. Most of them didn’t even feature the console at all. It was a masterclass in restraint, and it resonated deeply with an audience craving authenticity.

The result? A launch that was nothing short of legendary. On release day, lines wrapped around city blocks, and stores sold out within hours. The PS2 became the fastest-selling console in history.

In hindsight, this campaign was a gamble that paid off in spades. It sold an idea, the idea that the PS2 was more than a gaming machine—it was a part of everyday life. And that’s perhaps the ultimate mark of a great ad campaign: when the product isn’t just seen but felt.

Twenty-five years on, the PS2 is still remembered not only for its incredible games and hardware but for the way it was introduced to the world. Sometimes, less really is more.

Check out the announcement ads in the video below (starting at 34:05)

Text by Gill Princen