Sony PlayStation is making a concerted bid to create flagship
gaming characters for its PS2 console with a new TV and press campaign
Two 30-second ads, breaking at the weekend, launch the new console game
featuring two comic book-style heroes called Jak and Daxter. PlayStation
will hope that the duo can provide PS2 with a cult success and help
drive up sales of the console in the same way that Sonic the Hedgehog
established Sega and Super Mario Brothers built the Nintendo empire.
In line with this, the TBWA ads present the pair as a new generation of
legendary heroes whose time has now come. The impact of Jak and Daxter
is shown by the state to which older legends are reduced by their
arrival. The ads will run parallel with PS2 brand executions, which
broke during the summer.
The first spot shows Robin Hood working as a squeegee car cleaner in an
attempt to get by, having been abandoned by the general public in favour
of Jak and Daxter. A second shows Hercules slumped on a park bench
swigging booze out of a brown paper bag as he miserably recalls the days
before Jak and Daxter appeared, when he was the world's most famous
hero. Joan of Arc suffers a similar humiliation.
The ads are backed by press work, running across maintream lifestyle
magazines as well as gaming titles, which give further detail on the
plight of the heroes. Designed in comic book-style, one execution shows
Hood alone in his flat waiting for the phone to ring and Hercules lying
in a bed-sit surrounded by take-away cartons.
"Jak and Daxter are going to be massive," TBWA's deputy creative
director, Brian Campbell, said. "So much so that all of our old heroes
and legends will find themselves on the scrap heap."
The ads were written by Tara Ford and art directed by David Dao with the
TV spots directed by Nikolai Fuglsig through Outsider. Media planning
and buying is by Manning Gottlieb Media.