They also tried to do something similar for the PSP. They had that kid do a few PSP commercials, the first one had Butler on it too.
I do agree with Spidey though. KB worked because it had a blue collar feel to it. It wasn't trying to aim over the viewers head, be pretentious, or overly artsy. It was just simple humor, and straight to the point. Letting a comedian make you laugh, while acting like he was so engrossed in the game he couldn't even be bothered to do the commercial. It worked.
I'd like for Sony to do that again. The black artsy CGI commercials look neat, but don't lend themselves well to repeated commercials. Having another "face" of Playstation that can talk to the viewer, and keep them entertained is best.