Sony PSP 'do it here' by TBWA\London
Sony is attempting to show that its PSP is more than just a handheld games console with a £3m outdoor and press campaign through TBWA\London. All 22 tongue-in-cheek executions are predominantly aimed at a male audience and use word-play to promote the PSP's features, such as its ability to play films and MP3s, store photos and access the internet. One execution promotes the PSP's movie-playing function and reads, "Strong language and scenes of a sexual nature here." Another uses the line, "Your girlfriend's white bits here," to promote the device's ability to store photographs.