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Chess saw a resurgence during the Covid-19 lockdowns. In the U.K., for example, some chess websites and apps reported sign-up increases of 400%, while the Netflix show about a chess prodigy, The Queen’s Gambit, became a hit.
PlayStation jumps on this trend in its latest global campaign, elevating what might be considered a quiet game to epic proportions.
Created by adam&eveDDB, the ad takes place in a futuristic metropolis where chess figures come to life and play out their maneuvers on a massive scale. Two kings in a tower kick off the game, which also features familiar figures from the board such as dueling pawns, bikers that represent the knights, bishops riding in a sports car and the two queens.
The film culminates with the white king’s pawn, who had been overlooked throughout the game, reaching the top of the tower and checkmating her opponent.
Francois Rousselet directed the ad through production company Riff Raff Films.
“Pushing against limits and resetting our ideas of what is possible is in PlayStation’s DNA. And today, we are bringing this vision to life through a new global brand spot,” Eric Lempel, senior vice-president and head of global marketing at PlayStation, said in a statement.
“We believe it’s powerful to challenge expectations and present bold new possibilities. This new spot takes the viewer on a reimagined journey through one of history’s oldest and most revered games. In a fantastical city as the backdrop, play is governed by rules and limitations—and we see what happens when one player defies conventions and stands triumphant, proving that play has no limits.”
CREDITS:
Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Copywriter: Edward Usher
Art Director: Xander Hart
Director: Francois Rousselet
Production Company: Riff Raff Films
