Behind Sony’s release of the slimmer, cheaper PS3 is a brand new advertising campaign that will debut in the States for the holiday season. With the tagline, “It Only Does Everything,” Sony’s new campaign is taking a very different approach with some self-deprecating humor. The ad above is the first of nine commercials that will be released in the States and features Kevin Butler of the MLB The Show ads. He’s moving on up in the ranks of Sony and is now the Director of Rumor Confirmation. Despite the jabs at the typical videogame blogger, it’s a welcome departure from their more abstract and often disturbing “white room” ads during the launch of the PS3 in 2006. Sony also released the second ad in the campaign, included below.