NEWS: Simons Palmer gives Sony new tone

Sony PlayStation is taking a new tack for its latest campaign through Simons Palmer, which breaks this weekend in 13 countries across Europe.

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.’



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