Sony PlayStation is taking a new tack for its latest campaign through
Simons Palmer, which breaks this weekend in 13 countries across Europe.
The three new commercials have left behind the Society Against
PlayStation theme, which featured in the Christmas launch advertising.
This latest campaign illustrates the dangers of prolonged use of a Sony
Play-Station. The endline, ‘Do not underestimate the power of the
PlayStation’, remains, but the tone has changed.
The films show excerpts from a variety of PlayStation games, intercut
with strange images and accompanied by a haunting soundtrack.
Between the sequences of fighting and racing from individual games, we
see a range of obscure images, including a doctor poised by the crotch
of a pair of jeans, a cracked egg, a pair of glasses and a bullet.
The ads were art directed by Andy McKay and written by Paul Hodgkinson,
who are the creative directors at Simons Palmer. They devised the
campaign in conjunction with the creative collective, Tomato. Media
planning and buying is through Manning Gottlieb Media in the UK and
Ogilvy and Mather across the rest of Europe.
All the ads show a spiky-haired character spinning a CD on his finger,
before the endline comes up on screen.
Michael Wall, the Sony account director at Simons Palmer, said: ‘These
ads move the campaign on and have a different pace and emphasis. The
launch campaign was an awareness-builder, but we have now moved on to
showing specific hardware and software products.’