The commercials director, Graham Fink, has shed blood for a new
press campaign for Sony PlayStation.
’In your blood’ features a microscope-photograph of Fink’s blood. In the
shot, corpuscles in the blood have been transformed into the PlayStation
symbols - a cross, a square, a circle and a triangle.
The launch execution was written by Trevor Beattie, creative director at
TBWA GGT Simons Palmer, and art directed and shot by Fink. The ad will
feature on posters and in less mainstream magazines such as Sleaze
Nation and Dazed & Confused in a bid to maintain PlayStation’s cult
’We have run research recently that indicates that although four years
old and with both Dreamcast and PlayStation 2 looming on the horizon,
PlayStation still has significant currency in the opinion-forming
community,’ Alan Welsman, marketing director of Sony PlayStation,
’We have no intention of abandoning this audience in a headlong rush for
mass market acceptance, rather we will continue to nurture them,’
The non-mainstream branding campaign began with the ’nipples’ poster,
which won the Grand Prix at this year’s Cannes Advertising Festival.
The poster featured a couple in tight T-shirts whose nipples had been
transformed into PlayStation symbols.
Beattie said: ’You know you’re going to get 100 per cent from Graham so
I wasn’t at all surprised when he volunteered to donate his own blood to
the cause. We’ve both shed blood for advertising for years now.’
The agency is also making a ten-second TV ad of ’blood’ featuring Fink’s
corpuscles ’turning PlayStation’ before viewers’ eyes. The ad is being
shot by Fink through Paul Weiland Films.
Last month Sega unveiled its brand campaign for the launch of the
Dreamcast console through WCRS. The ad gives the console a mainstream
positioning, highlighting the fact that we all play games in everyday