TBWA puts new face on PlayStation

A celtic ’cyber pixie’ named Fi-Fi is the star of TBWA GGT Simons Palmer’s follow-up to its award-winning ’double life’ branding campaign for Sony PlayStation.

A celtic ’cyber pixie’ named Fi-Fi is the star of TBWA GGT Simons

Palmer’s follow-up to its award-winning ’double life’ branding campaign

for Sony PlayStation.



The pounds 4 million campaign aims to reinvigorate PlayStation’s

cutting-edge image. It introduces a new philosophy for the brand,

’mental wealth’, which encourages people to use their minds to create

their own experiences.



Fi-Fi, a strange, futuristic-looking girl with a large head and

elongated eyes, speaks directly to the camera in a bare room.



She urges viewers to avoid living their lives through other people’s

experiences: ’Forget progress by proxy. Land on your own moon.’ She

adds: ’It’s no longer about what they can achieve out there on your

behalf, but what we can experience up here, in our own time. It’s called

mental wealth.’



The 40-second ad is badly lit and edited to give the impression of a

video-diary. It was written by Trevor Beattie at TBWA and directed by

Chris Cunningham at RSA Films.



Media was bought and planned by Manning Gottlieb Media.



The campaign will run in up to 25 countries and is a significant move

away from previous branding work, which has attempted to give the brand

a mainstream positioning.



Last year’s ’double life’ ad was designed to appeal to a broad audience

to dispel the myth that gaming is the sole preserve of teenagers. It

featured a variety of people of all ages including a middle-aged

transvestite and a pregnant woman.



’We’ve gone for a new approach after research showed that people were

becoming complacent about the brand,’ David Patton, the European

marketing manager for Sony Computer Entertainment, said. ’As a result

we’re making them feel uncomfortable. Just as they think they know this

established brand, we go back to doing something challenging,

provocative and intelligent.’



Beattie added: ’We want to stop people in their tracks as we have

something original to say. Mental wealth is about doing it for

yourself.’



PlayStation is the market-leading games console. Since its launch in

1995, it has sold ten million units across Europe with more than 2.5

million sold in the UK alone.



However, the console’s dominant position in the games market is under

threat from Sega, which plans a pounds 60 million September launch for

its Dreamcast console.



Sega has adopted a broad positioning for the Dreamcast brand with the

line: ’We all play games, why don’t we play together?’



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