Sony Playstation launches Gran Turismo, its biggest software title
release in three years, this week with a campaign created by TBWA Simons
The ad is based around the idea that the car-chase game is so lifelike
it can be confused with reality. The spot features an interrogation
scene in which a hoodlum is quizzed by two detectives from the New York
Police Department over the validity of his ’confession’ that he has been
joy-riding. Although there is no evidence against him, the man has
turned himself in because he believes he is guilty.
The main character is so convinced he is telling the truth that he
passes a lie detector test. It is only when an officer reveals there are
no reports of a missing sports car or a crash that we realise that the
source of the man’s delusion is playing Gran Turismo.
His inky fingerprint reveals the four familiar Playstation ’shapes’.
The ad then cuts to game footage and we see the cars racing through the
city under the night sky. It was written and art directed by Jason
Fretwell and Greg Milbourne and directed by Mark Williams at Tony Kaye
Chris Willingham, the account director on the project, said: ’The idea
was founded on the realism of the product so it was essential that the
scene should reflect this. The result (filmed on location in a NYPD
office) is so believable as to be easily mistaken for a TV cop show.’