180 Amsterdam launched a new “The Wonderful Life of a PS4 Player” campaign in time for the holiday season with a 60-second spot of the same title.
The ad is presented in the increasingly-popular music video style format, following a young man who lives in a kind of enchanted PS4 wonderland of a house. After dancing his way awake, he continues dancing throughout the house as he’s joined by a group of friends for a series of gaming challenges leading up to the “This Is For The Players” tagline. Along the way, the spot manages some blink-and-you’ve-missed-it nods to PS4 innovations like virtual reality gaming. The problem with the music video mocking format is that viewers who don’t like the music (in this case “Go!” by The Chemical Brothers) will be quick to tune out. While the spot does feel in some ways like a logical extension of 180 Amsterdam’s previous campaigns for PS4 this initial spot, at least, is less successful. Different versions of the ad will appear online, on broadcast and in cinemas, supported by OOH and print executions.
“We’re very excited about launching The Wonderful Life of a PS4 player campaign,” said Usama Al-Qassab, vice president of marketing at Sony Computer Entertainment. “We believe it showcases the joy of gaming, entertainment experiences and exclusive innovative features PlayStation 4 delivers to millions of players everyday around the world.”
Credits:
Sony Computer Entertainment Europe Credits
Vice President of Marketing: Usama Al Qassab
Marketing Director for Brand and Hardware: Isabelle Tomatis
Marketing Manager for Brand and Hardware: Adam Grant
Agency credits
President and Chief Creative Officer: Al Moseley
Executive Creative Director: Dave Canning, Dan Treichel
Creative Director: Martin Beswick, Martin Terhart
Art Director: Lachlan Palmer – Hubbard
Copywriter: Vito Catalani
Account Director: Simone Raspagni
Account Manager: Mounir Bekkouche
Planning Director: Jonas Vail
Planner: Vincent Johnson
Head of Production: Olivier Klonhammer
Film Producer: Neil Henry
Print Producer: Eleanor Fitzgerald
Business Affairs: Sarah Gough & Pamela Villaflores
Film Production Company: Blink
Director: Bjoern Rhuemann
Executive Producer: James Bland
Producer: Ewen Brown
Photographer: Jean Yves Lemoigne
Photographers Agent: Carole Lambert
Retoucher: Loupe Imaging Amsterdam
Editorial – Circus:
Lead Editor: Jono Griffith
Editor: Adam Buckmaster
Executive Producer: Zoe Hockings
Music Supervision – Wake the Town Amsterdam:
Jenna Fentimen
Audio Post Production – Wave Amsterdam:
Sound Design & Mix: Alex Nicholls – Lee
Audio Post Producers: Ben Tomlin & Mirjam Gevers
Post Production – MPC:
VFX Supervisor/2D lead: Dirk Riesenfeld
CG Supervisor: Diarmid Harrison Murray
Amsterdam:
Rafael Vormittag – 2D Compositor
Vincent van der Klaauw – 2D Compositor / DMP
Lise Prud’homme – 2D Compositor
Gwenn Hardouin – Producer
London:
Matthieu Toullet – Colourist
Phil Hambi, Peter Oppersdorff, Kennedy Dawson – TK Assists
David Armitage – 3D Previs
Max Mallmann – 3D Rigger
David Bryan – 3D Animator
Alessandro Granella – 3D Lighter
Emeric Larochette – 3D Lighter
Ross McCabe – 3D Generalist
Stefan Gerstheimer – 3D Generalist
Matthew Gifford – 3D Generalist
Mattias Lullini – 3D Generalist
Lourenco Abreu – 3D Generalist
William Lanham – Motion Design
Johan Dekker – Motion Design
Kerri Aungle, Peter Lewis, Paul Arneil, Samuel Rogers – Datalab
Bangalore:
Sumesh Chammancheri – Assets
Jacob T. Oommen – Matchmove
Joshi John – Roto
Rajkumar C. – 2D Compositor
Rajmohan Rawat – 2D Compositor
Yashvardhan Jain – 2D Compositor
Rochel Robert – Line Producer