NEWS: Playstation courts controversy with ‘addiction’ campaign tack

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.

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.



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