TBWA/London is rolling out a press campaign to back the launch of Sony PlayStation 2. The ads, which break in the January editions of youth titles, extend the 'third place' theme established in the David Lynch-directed launch ad, showing the effects of exposure to PS2's alternate reality.
In one ad, a dazed man in pyjama bottoms walks his dog. In another, a man stares ahead as he pours hot water into an overflowing tea cup.
In the final ad, a Mercedes is rammed against a pillar in a car park, its driver in shock.
The only words in the ads are: 'I love the third place.' They appear on a toy rabbit terrifying the dog, on the tea-maker's mug and on a sticker in the car window. The PS2 logo does not appear.
'The ads are like film stills, so there is a sense of something disturbing having happened,' Graham Cappi, the art director and TBWA/London partner, said.
The ads were written by Alan Moseley and photographed by Spiros Politos.
Media planning and buying is by Manning Gottlieb Media. The campaign will run until the end of February.