Wieden takes a closer look at gamers' faces

Wieden + Kennedy in Tokyo has rolled out a new Sony PlayStation 3 campaign called PlayFace, showing the facial contortions that gamers make while they're playing. It's all pretty stylish and exaggerated—the players also make lots of buzzing, beeping and cracking sound effects, which gives them a robotlike aspect. But despite all the bells and whistles, as AdFreak sister blog PDNPulse points out, there's been some grousing that the PlayFace work (the idea, if not the execution) is similar to some still photos that artist Phil Toledano did in 2002, also showing gamers' faces.