PlayStation 2 conjures demons for new game

Teenage girls that change into demons feature in a television and cinema campaign from TBWA/London for Sony PlayStation's new fantasy adventure game Primal.

The creative, which plays on the current teenage trend of witchcraft and mysticism, is designed to give the game a wider, more mainstream appeal than is traditionally enjoyed by fantasy games.

TBWA's new campaign will break on 11 April and run on ITV, Channel 4, five and satellite stations. It will appear in cinemas from 18 April.

The creative is based on the lead character from the Primal game, Jen, who can transform herself into a demon. The ad, which features the indie dance band Air's track The Way You Look Tonight, shows that everyone has a demonic side.

The spot starts with the camera panning slowly across the face of an innocent yet defiant-looking girl. As the camera zooms in, her eye darkens and she briefly morphs into a creature. Similar scenes are shown, with two more girls morphing into demons.

The campaign was written by Tara Ford and art directed by David Dao.

It was directed by Nicolai Fuglsig at Outrider. Media planning and buying was handled by Manning Gottlieb OMD.

In an increasingly competitive market with a demanding and discerning consumer base, manufacturers are heavily promoting flagship titles to win sales. Popular games commonly cost more than £4 million to develop.

Adventure game franchises, such as the Final Fantasy series, are strong sellers for the console makers but have previously only really appealed to a niche, hard-core gaming market.

Last year, Sony launched a multi-million pound campaign to back The Getaway, a gangster game set in a perfect digital recreation of London.

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