Martin Bailie, executive planning director, Glue Isobar

Why I like this

The fabulous Kevin Butler, the fictitious vice-president of various spurious PlayStation departments, is a mildly sinister Ray Gardner (of Blackcurrant Tango ad fame) for the Facebook age.
From YouTube channel through to smart (been-done-before-but-this-time-successfully) Facebook friends integration, this campaign smacks of a proper budget and solid thinking.

Despite being a non-gamer, following several exposures, I now wish to buy a PlayStation 3. Sony sales in the US support that I’m not alone in this desire. Mr Butler has become a minor folk hero there, with even (bizarrely) a National Public Radio sarnie named in his honour. Surely every marketer’s dream?

Wish I had thought of

The character brings to life the simple joy behind gaming. Gone is the navel-gazing so beloved of industry "brand" ads, and in its place an honest and entertaining anti-hero for the masses.

Predominantly finding young men in the US, it looks like the campaign hasn’t travelled abroad to any great degree. So there’s plenty of potential for Sony. Pure joy.


This article was first published on Campaign YouTube


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