Sony pulls controversial PSP ad campaign
August 3, 2006 
Sony pulled a recent billboard ad campaign for their new white PlayStation Portable after many people disapproved of it’s perceived racial overtones.
The name of the campaign: “White is Coming.”
The controversial ads were only displayed on billboards in Holland, but criticism spread worldwide via blogs and Internet forums.
Sony Europe issued a statement of apology:
We… recognize that people have a wide variety of perceptions about such imagery and we wish to apologise to those who perceived the advert differently to that intended. In future, we will apply greater sensitivity in our selection of campaign imagery, and will take due account of the increasingly global reach of such local adverts, and their potential impact in other countries.
Its hard not to see how people wouldn’t find this campaign controversial.
April 6th, 2007 at 1:44 PM
I think that this campaign showed a lack of respect. Being a black female I was outraged by this ad. It makes Sony look very bad if they did not see a problem with putting this ad up anywhere, this only perpetuate the stereotype that white people are more superior then black. How could their marketing staff not see what effects (mostly negative) this will have on people of color?
October 30th, 2007 at 1:47 AM
Just to let you know this ad campaign came along with at least another 2 ads, which did in fact show the black women dominating over the white woman. And its only to show the contrast in colors. In a design perspective I think it was well made. I’m not saying it doesnt offend people, but it wasnt even meant for the eyes of Americans anyways, so just calm yourselves.