BBH New York Celebrates ‘Days of Play’ for Sony PlayStation

By Erik Oster 

BBH New York launched a new campaign for Sony PlayStation, the brand’s promotion featuring discounted games and systems, running from June 9-17.

Set to the Steve McCarthy-penned “It’s A Sunshine Day” song from The Brady Bunch, the spot opens an idyllic suburban neighborhood on a perfect summer day. Except the pool is empty, there’s no one on the tennis courts, even the ice cream truck is abandoned. You probably know where this is headed.

A man walks into one of the houses to find seemingly the whole neighborhood gathered around watching two opponents square off in MLB: The Show 17, one of the games featured in the promotion, ending by highlighting that the limited-edition gold PS4 shown is $249.99 as part of the offering.

The 30-second spot made its debut yesterday and comes on the heels of the brand selecting AKQA D.C. as its new digital agency, following a review. It’s unclear if the assignment will impact the scope of BBH’s relationship relationship with PlayStation.

Credits:
CLIENT:
Eric Lempel, Senior Vice President Marketing & Head of PlayStation Network, SIEA
John Koller, Vice President, Marketing, SIEA
Eric Lachter, Director Brand Marketing, SIEA
Alex Gomez, Brand Manager, SIEA
Dianne Segovia, Brand: Associate Marketing Manager, SIEA
Alex Hackford, Senior Artists & Repertoire / Music Affairs, SIEA

AGENCY:
John Patroulis – Creative Chairman
Gerard Caputo – Executive Creative Director
Dave Brown – Creative Director
Daniel Bonder- Creative Director
Alex Thompson – Art Director
Alanna Watson – Copywriter
Bruno Borges – Head of Design
Breck Henson – Director of Business Affairs
Finnian O’Neill – Business Director
Kendra Schaaf – Account Director
Enrique Espinetti – Account Manager
Brian Groff – Account Executive
Kate Morrison – Head of Production
Adam Perloff – Executive Producer
Kendra Salvatore – Strategy Director
Dylan Fauss – Strategist
Zack Green – Communications Planner
Kelly Bignell Asedo – UX Director

PRODUCTION:
PRODUCTION COMPANY: Furlined
DIRECTORS: Speck & Gordon
DOP: Jeff Cutter
LINE PRODUCER Greg Schultz
EDITOR: Andy McGraw
EDIT COMPANY: Cartel
VFX: Blacksmith
SOUND DESIGN: Q Department
MIXER: Tom Jucarone, Sound Lounge

ADDITIONAL PRODUCTION COMPANY CREDITS:
Furlined President: Diane McArter
Furlined Senior Executive Producer: David Thorne
Furlined EP/Director of Development: Ben Davies

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