MARKETING MIX: PlayStation hires Huggy with a flair for all things 70s

It’s time to get your two-tone Cuban-heeled shoes and your leather trench coat on because Huggy Bear is coming to town. Mix learns that Huggy, actor Antonio Fargas, is starring in a pan-European TV ad for a new PlayStation game called Driver made by GT.

It’s time to get your two-tone Cuban-heeled shoes and your leather

trench coat on because Huggy Bear is coming to town. Mix learns that

Huggy, actor Antonio Fargas, is starring in a pan-European TV ad for a

new PlayStation game called Driver made by GT.



The ad, which breaks later this month, shamelessly apes Steve McQueen’s

Bullitt and Ryan O’Neal’s The Driver. But borrowing just isn’t good

enough for GT and its ad agency Mercier Gray. They actually employed

Antonio (Tony to his friends) to advise on all things 70s and naff given

that he has become something of an oracle on these matters.



He advised GT on all the finer details of car trims, voices, vocabulary

and clothes to ensure it was all bona-fide 70s. Even the derelict car

park in Hammersmith looks uncannily like down-town Detroit.

Unfortunately, Mix learns that Tony will not be sporting the wardrobe

that made him famous in Starsky and Hutch, but a black T-shirt and

Nikes. As one mole explains: ’Our target audience is 16- to

20-year-olds, so I don’t think they would really know about Huggy.’



Pen portrait of the wrong man



Mix accidentally mixed up Guinness marketing chief Robert MacNevin’s Pen

Portrait, with another subject’s handwriting last week. The correct

analysis will appear at a later date. Apologies to Kevin for the error.