180 Amsterdam has launched a new campaign for Sony’s PS4 holiday push entitled “Welcome to the Future of Play.”
In what has long been the standard for gaming advertising, players are thrust into the action of a game. “I don’t want to die…again,” says one of the players, as he and a friend hide during a fierce battle. The friend decides they have three options: check YouTube and hope someone shared how to get past the stage via the PS4’s “Share” button; ask their friend Dave how to survive the Viking attack; or invite Nick to join them in the game, even though he doesn’t own the game. The last option illustrates one of the PS4’s big selling points, that you can join a friend’s game remotely, even if you haven’t purchased the title. The way the ad arrives at this point, however, may seem a little forced to some viewers.
The campaign is launching simultaneously in Europe, Australia, New Zealand, India, South Africa and Middle East, as the holiday season approaches. In addition to the broadcast spot, the campaign also includes print and OOH elements, each focusing on one of the key new features for the PS4 promoted in the spot.
Client Credits:
| Vice President Marketing | Usama Al Qassab |
| Marketing Director | Isabelle Tomatis |
| Senior Brand Manager | Adam Grant |
Agency Credits:
| President & CCO | Al Moseley |
| Creative Directors | Nick Bell, Martin Terhart |
| Art Director | Stephane Lecoq |
| Copywriter | Martin Beswick |
| Brand Director | Emma Holland |
| Account Director | Simone Raspagni |
| Strategic Planner | Jonas Vail |
| Project Director | Meredith Bergonzi |
| Agency Producer Print | Eleanor Fitzgerald |
| Agency Producer TV | Bethany Papenbrock |
| Head of Production | Susan Cook |
| Production Company | Caviar |
| Exec Producer | Louise Gagen |
| DirectorPhotographer
Producer Editor |
Ruben FleischerVincent Dixon
Neil Cray Jono Griffith |
| Post-production | MPC |
| Music | Wave |