Ad of the Day: PlayStation

Sony gets existential with a Darwinian caveman

The meaning of life? Simple: It's all about winning.

At least according to PlayStation.

Last week, the Sony-owned console brand used a new ad to take a crack at the philosophical question that’s stumped humanity's greatest minds for millennia. Created by Del Campo Saatchi & Saatchi of Buenos Aires, Argentina, the spot opens on an Arctic archaeological site, where one of the diggers uncovers an amazing find: A Paleolithic sage who, having spent some eons living suspended in a block of ice, has had nothing but time to ponder existence.

The caveman assumes the role of the ad’s narrator, illustrating in surprisingly good English PlayStation’s interpretation of Darwinian theory. "Ours is a competitive race. Listen,” he commands. “One baby starts to cry, and the other cries louder. One man gives a girl a star, and another, something brighter”—a big, shiny diamond ring, to be precise, earning the female’s affection, and presumably leaving the jilted astronomer to sob into his telescope.

The ad’s images draw on some of life’s most significant stuff—kids, love, work. “It’s in our DNA, we all want to win,” the caveman argues. But the ad lays the camp on thick: Lofty overtones are cut with humor (to mixed effect). “In evolutionary terms, I have defeated all these monkeys,” he exclaims, eyeing a nearby pack of simian popsicles. The takeaway? “We are all players,” reads the ad’s tagline. In other words, you're a gamer whether you know it or not. 

Of course, if not being an ape is the bar for success, we don’t need the PlayStation to feel like winners.


Client: PlayStation

Title: "We Are All Players"

Executive Creative Directors: Maxi Itzkoff / Mariano Serkin

Creative Directors: Joaquín Espagnol / Ariel Serkin

Art Director: Matías Lafalla / Ammiel Fazzari

Copywriter: Ramiro Gamallo / Matias Eusebi

Agency Producer: Adrian Aspani / Ezequiel Ortiz

Account Team: Carolina Paparo / Ana Bogni / Reinier Suarez

Planner: Jessica Wildman

Chief Executive Officer: Pablo del Campo

President, Latin America: Cynthia McFarlane

Production Company: Garlic

Director: Marcelo Burgos

Executive Producers: Alvaro Gorospe / Irene Nuñez Palma

Postproduction Company: Serena

Sound Designer: SonomediaMusic: Swing Musica

Advertiser's Supervisors: Mark Stanley / Rossanna Schach