Playstation film aims at broad target group

Sony Playstation will this week unveil a pounds 9 million pan-European ad campaign designed to dispel the myth that video gaming is the sole preserve of the teenager.

Sony Playstation will this week unveil a pounds 9 million

pan-European ad campaign designed to dispel the myth that video gaming

is the sole preserve of the teenager.



A 30-second commercial, created by TBWA GGT Simons Palmer and directed

by Frank Budgeon at Gorgeous, features a variety of people of all ages

talking about their obsession with Playstation. The line-up includes a

middle-aged transvestite and a pregnant woman as well as young children

and teenagers.



The ad begins with a drab black-and-white shot of a man wearing a suit,

walking through London and talking about his everyday life. It then

switches to colour as the man, now wearing only underwear and sitting in

his bedroom, begins to talk excitedly about the ’other’ life he leads

through Playstation.



The sinister monologue continues but with each line being delivered by a

different person. The film ends with the line: ’So, though I’ve lived a

double life, at least I can say I have lived.’



’Double life’ was written by James Sinclair and art directed by Ed

Morris.



The campaign breaks on Friday and will run in both targeted and

prime-time television slots across Europe as well as in cinemas in the

run-up to Christmas.



Media buying is being handled by Manning Gottlieb Media in the UK and

MindShare in Europe.



TBWA’s creative director, Trevor Beattie, said: ’This is a seminal

Playstation commercial. It defines the brand and its place in people’s

lives. It is fitting and flattering for us to have one of Britain’s

finest directors bringing it to life.’



David Patton, the European marketing manager for Sony Computer

Entertainment, said: ’Since its launch in 1995, Playstation has sold ten

million units across Europe with more than 2.5 million sold in the UK

alone. It took two years to sell the first five million and under nine

months to sell the second five million.’



He added: ’’Double life’ is designed to accelerate this process by

establishing Playstation as a dominant player in the home entertainment

and leisure market.’



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