"It only does everything." is dead.  It also marks the return of Sony's very vocal VP, Kevin Butler.

The funny thing is, few even knew he had went anywhere.

Kevin Butler felt he had done all he could as the VP of everything, so he stepped away from the glamorous lifestyle and chose to become the President of Economy flooring. 

That lasted all of four days.

When Butler got the call from Jack Tretton, President and CEO of SCEA, that the company was finally going to unveil project LLP, he decided to come back.

LLP is the PlayStation's new advertising slogan; "Long Live Play".  "It's our way of inviting all gamers to come and join the PlayStation Nation." said Scott Steinberg, VP of Product Marketing on the PlayStation Blog. "When we say there's never been a better time to join, we mean it."

With the unveiling of the new slogan,  Sony is hoping to bring new people over to The PlayStation Family and revigorate those already a part of it.

"We are committed to the continued expansion of the types of services and content that have made the PlayStation name synonymous with interactive entertainment and hope that through the "Long Live Play" campaign our dedication to you, the PlayStation fans, truly shines through. For those of you who have friends that might be on the fence, I encourage you to invite them to come on over."