Sony launches two executions

By ALEXANDRA JARDINE Thursday, 25 March 1999 12:00AM

Sony this week launches two more executions in the controversial ad campaign used to promote its PlayStation games console. The ads build on the brand’s familiar ’four shapes’ campaign. One, called ’Nipples’, is aimed at the brand’s core 18- to 25-year-old target audience. It shows a sexy young couple who are so stimulated by the power of PlayStation that their nipples become erect with the shapes of the symbols on the controller. The ’Nipples’ ad will run in titles including Dazed & Confused, i-D and Ministry. Another execution, ’Head’, is aimed at the 25- to 45-year-old market and highlights the cerebral benefits to be had by PlayStation gaming.