Simons Palmer Clemmow Johnson has taken a provocative stance with its
pre-Christmas ad campaign for the Sony Playstation, which breaks in the
specialist press and computer magazines this week.
The work brings to an end the ‘Society Against Playstation’ launch
campaign and moves consumer focus to software. However, the ads will
retain the endline: ‘Do not underestimate the power of Playstation.’
They feature fictitious psychiatric reports of the effect Sony
Playstation has on players of the games.
The two executions which were launched this week, show different
drawings, supposedly done by Playstation addicts, in the form of art
therapy. The adjacent reports explain why the patients’ drawings
indicate that they are suffering from depression and split-personality
syndrome as a result of playing too many Playstation games.
The press ads will be backed by a TV campaign that breaks on 20
September. The total global spend for press and TV has yet to be decided
but is rumoured to be pounds 15 million.
The TV work - still in production - will consist of three ads to launch
the new games, F1, Crash Bandicoot and Tekken 2.
All the ads were written by Ros Sinclair and art directed by Sean
Thompson. Media is being handled in the UK by Manning Gottlieb Media and
in Europe by Ogilvy and Mather.