Fink sheds blood for PlayStation

The commercials director, Graham Fink, has shed blood for a new press campaign for Sony PlayStation.

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

following.



’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,

said.



’We have no intention of abandoning this audience in a headlong rush for

mass market acceptance, rather we will continue to nurture them,’

Welsman added.



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

life.