Sony introduced It Only Does Everything in 2009 as the centrepiece of the PlayStation 3 rebrand campaign for the slimmer PS3 model. Fronted by the fictional executive Kevin Butler, the TV adverts highlighted Blu-ray, online play and games in one confident tagline. The phrase stuck with players who grew up with that era of gaming advertising and later resurfaced in edits, compilations and soundboards as a shorthand for nostalgic PlayStation pride and over-the-top feature boasts.