PlayStation launches UEFA cup work

The line between entertainment and reality starts to blur in TBWA GGT Simons Palmer’s TV spots for the new Sony PlayStation game, UEFA Champions League.

The line between entertainment and reality starts to blur in TBWA

GGT Simons Palmer’s TV spots for the new Sony PlayStation game, UEFA

Champions League.



The 30-second ad, which breaks next Tuesday, features a teenager

lounging in his bedroom as he is interviewed. The handheld camera moves

around the room and focuses on a shelf crowded with trophies, presumably

from junior football leagues. The interviewer notices snapshots of the

boy holding the UEFA Champions League trophy. He asks who he beat and

the embarrassed boy says: ’My dad.’



The spot switches to screen shots showing action from the Eidos-produced

game, then moves back to the photographs in the teenager’s bedroom, all

of which are hung with medals that resemble PlayStation control

buttons.



The ad closes with the endline: ’Never underestimate the power of

PlayStation.’



The ad echoes the edgy feel of past campaigns through hand-held camera

work and a script that questions the difference between active young

sportsmen and game-playing couch potatoes.



The pounds 1 million pan-European campaign will run on terrestrial and

satellite TV channels in the UK, Germany, France, Italy, Spain,

Switzerland and Holland as the tournament reaches its final stages. The

ad was written by Andy Howarth and art directed by George Hepburn. It

was directed by Vadim Jean and the production company was The Mob. Media

buying and planning is by Rocket.



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