Sony Playstation launches a brand campaign this week through TBWA
Simons Palmer, with a commercial that creates an air of mystery around
the four symbols on the Playstation control pad.
Four scenarios illustrate the power behind the symbols - a triangle, a
circle, a cross and a square.
A teacher in New Hampshire unleashes a bizarre series of events in her
classroom when she innocently places a child’s picture of the four
symbols on the wall. In Athens, a kebab shop owner chops meat and
vegetables into the four shapes - and is pursued down an alleyway by
burning kebab skewers.
A Hong Kong taxi driver’s air freshener is ominously decorated with the
shapes. His passenger, a businessman, gets a shock when the taxi takes
off into the night sky.
The final sequence shows the dramatic consequences for a family after a
child arranges fridge magnets into the configuration.
The film was directed by Chris Palmer, a former creative director of
Simons Palmer Denton Clemmow and Johnson, who now directs through his
own production company, Gorgeous. It was written by Simon Bere and art
directed by Marc Bennett. UK media planning and buying is through
Manning Gottlieb Media.
Michael Wall, a board account director at TBWA Simons, said: ’The film
conveys the power of Playstation in a humorous way, albeit one which
retains the edginess associated with Playstation.’
The Sony campaign is split between brand and product advertising to
target people without Playstations and to present a consistent brand
image across Europe and Australasia. The new work forms part of a pounds
30 million pan-European spend.
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