My YouTube ad of the week: Martin Bailie, Glue Isobar

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Martin Bailie reviews Playstation

Martin Bailie, executive planning director, Glue Isobar

Why I like this

The fabulous Kevin Butler, the fictitious vice-president of various spurious PlayStation departments, is a mildly sinister Ray Gardner (of Blackcurrant Tango ad fame) for the Facebook age.
From YouTube channel through to smart (been-done-before-but-this-time-successfully) Facebook friends integration, this campaign smacks of a proper budget and solid thinking.

Despite being a non-gamer, following several exposures, I now wish to buy a PlayStation 3. Sony sales in the US support that I’m not alone in this desire. Mr Butler has become a minor folk hero there, with even (bizarrely) a National Public Radio sarnie named in his honour. Surely every marketer’s dream?

Wish I had thought of

The character brings to life the simple joy behind gaming. Gone is the navel-gazing so beloved of industry "brand" ads, and in its place an honest and entertaining anti-hero for the masses.

Predominantly finding young men in the US, it looks like the campaign hasn’t travelled abroad to any great degree. So there’s plenty of potential for Sony. Pure joy.

 

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Credits

Brand
PlayStation

Task
Encourage people to visit the PlayStation Hall of Play Facebook app

Execution
TIn a series of videos, a fictional vice-president of PlayStation, Kevin Butler, takes the time to congratulate players on their gaming skills, inducting them into the Hall of Play. So good is one gamer that Butler has made plans to adopt her.

Credit
Deutsch/LA

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