Budgen directs latest PlayStation campaign

TBWA\London has used a cast of thousands in its latest cinema and TV campaign for Sony PlayStation, which aims to bring to life the energy and spirit of its gaming community.

The 60-second ad, called "mountain", opens on a mass of people running through a city. They are laughing and appear to be running to one location.

As the numbers swell they are seen to be scrambling over each other as they start forming a stack with people falling off in their eagerness to go higher.

As the camera pulls back hundreds of thousands of people are forming a mountain higher than any of the other buildings in the city. The ad closes showing different people reaching the zenith of the people pyramid and enjoying a moment of exhilaration before others scramble over them and take their place.

"Like 'double life' before it, this is a seminal commercial for PlayStation," Trevor Beattie, the chairman and creative director at TBWA, said. "It has a brand leader's stature and scale. It puts the competition back down in the foothills where they belong."

The soundtrack of the ad is an old Shirley Temple song Get on Board.

"Mountain" was filmed in Brazil with more than 5,000 extras and 100 acrobats and stunt people. Post-production is through The Mill, which used computer technology to morph the cast into hundreds of thousands of people.

The team also enlisted the help of Tule Peak, the art director from the gritty Brazilian film City of God, and the Lord of the Rings stunt co-ordinator, Paul Shapcott.

The ad was art directed by Tony McTear and written by Paula Marcantonio and McTear. It was directed by Frank Budgen through Gorgeous.

Media planning and buying is by Manning Gottlieb OMD.

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