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Campaign Work, Thursday, 26 February 2009 01:54PM
A year after the launch of the Sony PlayStation3 in the US, ad agency TBWA\Chiat\Day has created a new TV campaign focusing on the range of different gaming experiences the console offers.
The intense 60-second "universe of entertainment" spot starts with fists exploding out of the black console to a soundtrack of thrashing guitars.
The camera zooms in on one of the fists which opens into a flower which opens to reveal a cityscape with a racetrack. As we get close to one of the racing cars the ad changes from black and white to colour scenes of gameplay from one of the new driving games available for the PS3.
Several more switches between different games in colour and the mutating console in black and white show the PS3 growing tentacles and turning into a tank.
TBWA\Chiat\Day commissioned graphics specialist Superfad to create the commercial, with a brief to ensure every frame of the animation would work as a printed still.
This article was first published on Campaign Work
The games console as we know it is dead. When Microsoft unveiled the Xbox One earlier this week, it was clear that this was more than a device that would enable you to play Call of Duty or FIFA – this was, in Microsoft’s own words, “an all-in-one home entertainment system”.