TBWA/London has stayed true to the surreal epic style of its launch
work for PlayStation 2 in a new brand campaign for the games
A 60-second ad swaps the launch spot's moody black-and-white sequences
for a frenetic piece of animation from Tim Hope, the man behind
Coldplay's Don't Panic video. However, the work retains the "third
place" theme established in the David Lynch-directed opener.
The film, which breaks in UK cinemas on 20 August, alongside Tim
Burton's Planet of the Apes remake, tells the tale of a lonely
astronomer who dreams of another life. It opens with a Little Red Riding
Hood character wandering through a wolf-infested forest - a TV programme
that the astronomer is watching alone, "in my huge leather
The astronomer finds himself thinking how wonderful a werewolf's life
would be and a manic journey begins. He is propelled from his armchair
and shoots through the house roof to be suspended against the moon,
before spinning, transforming into a vicious-looking dog, mounting his
carbon rocket and tearing off across the galaxy.
The ad, which uses a layered animation style reminiscent of cardboard
cutouts, builds in volume and pace as the wolfman acts out his wild
He is "a mad dog, a hairy person, all teeth and dribble", who smashes
through planets and punches suns. The voiceover builds to a crazed
crescendo before fading as the ad's endline floats up: "Be whoever you
want to be in the third place."
The ad closes with the PS2 logo and a link to the website,
The film is the first of seven new brand ads for PS2 that will break
across Europe, Australia and New Zealand this autumn. The spot will be
extended to TV.
The ad was written and art directed by Graham Cappi and produced by
Passion Pictures. Media planning and buying is by Manning Gottlieb