Sony Playstation will this week unveil a pounds 9 million
pan-European ad campaign designed to dispel the myth that video gaming
is the sole preserve of the teenager.
A 30-second commercial, created by TBWA GGT Simons Palmer and directed
by Frank Budgeon at Gorgeous, features a variety of people of all ages
talking about their obsession with Playstation. The line-up includes a
middle-aged transvestite and a pregnant woman as well as young children
and teenagers.
The ad begins with a drab black-and-white shot of a man wearing a suit,
walking through London and talking about his everyday life. It then
switches to colour as the man, now wearing only underwear and sitting in
his bedroom, begins to talk excitedly about the ’other’ life he leads
through Playstation.
The sinister monologue continues but with each line being delivered by a
different person. The film ends with the line: ’So, though I’ve lived a
double life, at least I can say I have lived.’
’Double life’ was written by James Sinclair and art directed by Ed
Morris.
The campaign breaks on Friday and will run in both targeted and
prime-time television slots across Europe as well as in cinemas in the
run-up to Christmas.
Media buying is being handled by Manning Gottlieb Media in the UK and
MindShare in Europe.
TBWA’s creative director, Trevor Beattie, said: ’This is a seminal
Playstation commercial. It defines the brand and its place in people’s
lives. It is fitting and flattering for us to have one of Britain’s
finest directors bringing it to life.’
David Patton, the European marketing manager for Sony Computer
Entertainment, said: ’Since its launch in 1995, Playstation has sold ten
million units across Europe with more than 2.5 million sold in the UK
alone. It took two years to sell the first five million and under nine
months to sell the second five million.’
He added: ’’Double life’ is designed to accelerate this process by
establishing Playstation as a dominant player in the home entertainment
and leisure market.’
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