Sony PSP 'do it here' by TBWA\London

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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.

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Released: 25 February 2006

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Credits

Project
Do it Here
Client
Mary Tristram, marketing manager, SCE UK
Brief
Communicate the breadth of entertainment options on offer from PSP
Creative agency
TBWA

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