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PSP is here - TBWA\LONDON launches International Brand Campaign

10\11\2005

PSP IS HERE TBWA\LONDON Launches International Brand Campaign

TBWA\LONDON has created an £x million international brand campaign for Sony PlayStation to launch the PSP PlayStation Portable, its hand held entertainment device which will be available across Europe from 1st September. The TV campaign, breaking from the end of August across PAL regions and from November in the UK, announces the arrival of PSP.

The campaign aims to create excitement around the launch of PSP - a multifunctional device capable of playing games, movies, music and viewing pictures - while alluding to its functionality through the four icons unique to the PSP toolbar that represent these functions - the gaming icon, the music icon, the film icon and the stills icon.

The icons are introduced in the TV ad and form the central focus, illustrating the impact of PSP. The ad illustrates the toolbar functions by featuring a CG animated character formed from a continually evolving composite of the four PSP symbols - the gaming icon, the music icon, the film icon and the stills icon. The commercial follows the mysterious and enigmatic character in various situations across a city as it impacts on everyday life.

Opening on an art gallery, the icon, which resembles a Cubist sculpture, suddenly comes to life on its plinth, transforming into a bizarre new configuration while startling everyone but the gallery security guard who is holding a PSP. Bursting with kinetic energy, the playful and mischievous icon runs along the top of a train and as it impacts with overhead wires, rearranges itself into a new shape, before a low bridge breaks it into it’s component symbols which hang in the air momentarily.

The icon continues on its journey - along an urban highway it chases the female passenger of a car of who is on her PSP; in a shopping centre a small dog attacks one of the icons at the top of an escalator sending it tumbling to the bottom, its shape shifting into a new configuration as it hits each stair; as two men play with their PSP’s on a bus two PSP icon characters are interacting with each other outside before smashing into and cracking the window; the icons chase each other up a crane, falling, they separate into their component icons. The spot closes on one of the characters being hosed down in a car wash.

Tony McTear, joint creative director of TBWA\LONDON said, “We simply wanted to strip away the layers and create an ad that you can’t describe without describing the product itself”.

Danny Brooke-Taylor, joint creative director of TBWA\LONDON said, “PSP is going to have a colossal impact. These ads are a literal dramatisation of that”.

The TV campaign was directed by Alex Rutterford. Chris Cunningham was creative consultant on the project and it was created by Tony McTear, Chris Bovill and John Allison.

xxxxxxx, marketing director of Sony PlayStation said “xxxxxxxxxxxxxxx”

The TV will be released in the UK in November following a print campaign that runs from August.
-end-

For further information on TBWA\LONDON please contact: Avril Canavan, avril.canavan@tbwa-london.com 020 7573 7113 / 07946416607

Notes to the Editor

TV Airdates

TV Credits Media Spend - Project — ‘A Day in the Life’ Client — Sony PlayStation Brief — to create excitement around the launch of PSP Creative Agency - TBWA\LONDON

Writer — Tony McTear, Chris Bovill and John Allison Art Director - Tony McTear, Chris Bovill and John Allison Agency Producer — Di Croll
Director — Alex Rutterford
Creative Consultant - Chris Cunningham Account Management — Julian Ribeiro and Ben Cyzer Planners — Dan Joseph and Tom Morton Media Agency — Mindshare (Europe) MG OMD (UK) Exposure — International Production— R.S.A Films Producer — Kate Taylor Post Production — The Mill Audio Post Production — Wave

Author:

Avril Canavan

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