Sony's simple but smart marketing campaign is coming back?

[Soulblazer]

I watched some old TV ads for the original PlayStation on youtube. And I got to say it was a very aggressive campaign from the start and got more casual friendly after the launch.

Launch date: 1994-12-3 and launch price: 39 800 yen. In 1995 they cut the price down to 29 800 yen.
The original PS was also associated with the RPG genre. And there was also more simple casual games such as pinball, puzzle and boxing than Sega Saturn.

http://www.youtube.com/watch?v=MxNSOz4h7O4

Play X-mas 1995 "Everyone loves PlayStation" campaign + RPG.
1996 Battle Arena Toshinden 2 and Street Fighter Zero, Price cut down to 24 800 yen, Jumping Flash 2 and Arc The Lad II (yes, another RPG).

http://www.youtube.com/watch?v=frmz3BqBtG0

Spring 1997 original PS gets a price cut down to 19 800 yen, The Best collection has started and Street Fighter Zero 2.

http://www.youtube.com/watchv=nFRz1Q...eature=related

More exclusive RPGs Squaresoft's + Tobal No.1 and FFVII

http://www.youtube.com/watch?v=EfSqY...eature=related

Namco is showing some big love for PlayStation, girls and women love PlayStation (showing a fun puzzle game) and more Arc the Lad II.

http://www.youtube.com/watch?v=mATEK...eature=related

Ruroni Kenshin, christmas 1997, Parappa the Rapper (at the time when NanaOnSha cooperated with SCEI until Kutaragi screwed things up to make them went to Wii and made a crappy music game that didn't succeded as their games on PS), Crash Bandicoot (big mascot in Japan), Mega Man 8 (multiplatform with Saturn but people didn't take notice of this and thought it was exclusive for PS which was a smart move by Sony) and Clock Tower 2.

http://www.youtube.com/watch?v=D8TiU...eature=related

So, wtf went wrong? I have no ads for PS2 but these ads for original PS were excellent and simple. Any ad for PS made people pay attention. Thanks to these ads the PS became dominated in Japan. I haven't seen a aggressive campaign from Sony Japan so far. Is it why Kaz is talking about them going back to their roots with PS3? And the games for PS3 have been too complex and too western. No wonder why PS3 have doing so bad in Japan lately. When I watch those TV ads for PS I'm seeing how fun those games are and that I want a PlayStation immediately. But all those western influenced David Lynch campaign crap "Play Beyond" are the worst in PlayStation's history.

We have to see what Kaz Hirai's keynote is bringing to the table with their new tactics/PlayStation strategy marketing 2009 at TGS.

Do you think their casual ads in Japan are coming back? They have started out very aggressive with "Play Face" campaign for PS3's re-launch.
Compared to original PS with PS3 they really had the casual games from the start. PS3 didn't. And Wii fails to get the core crowd on it's side.