The game is set on the streets of London and features a detailed map of the city with real life locations meticulously recreated. These range from Old Street and the Angel in the north to the Houses of Parliament and Tower Bridge in the south. Now it is to be unleashed on the US with a broadcast and print advertising campaign, created by the Omnicom Group agency TBWA\Chiat Day in Los Angeles.
Ami Blaire, director of product marketing at Sony Computer Entertainment America, said: "The Getaway is pushing the envelope as one of the most ambitious titles ever developed on PlayStation 2. As one of the most anticipated titles to come out in 2003, The Getaway is receiving widespread marketing support to generate consumer awareness for this groundbreaking release."
The campaign breaks on January 20, with the game, which has an 18 certificate, launching on January 21. It will appear in media that appeals to boys who like toys -- shows such as "Buffy The Vampire Slayer", "South Park" and "World's Wildest Police Videos". Print media will include Maxim, Playboy and Rolling Stone. Planning and buying through TBWA's sister Omnicom agency OMD.
The Getaway tells the story of an ex-bank robber called Mark Hammond, who is on the run for murdering his wife, and a Flying Squad detective called Frank Carter. They are both looking to clear their names and bring down a notorious crime lord, Charlie Jolson.
With its violence and detailed story line the game is clearly inspired by British gangster movies such as Guy Richie's Lock Stock and Two Smoking Barrels and Snatch.
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