This Sony PlayStation Ad Is So Epic, You Might Think It’s a Movie Trailer

Action-packed spot by adam&eveDDB features pirates, airships and the edge of the world

"The Edge" is meant to look like a movie trailer at first. dam&eveDDB / Sony
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Sony‘s latest ad for the newly released PlayStation 5, by adam&eveDDB, is so epic and action-packed that at first glance, one might mistake it for a movie trailer. The 60-second spot shows a man in a small boat on a rolling ocean who is suddenly surrounded by pirates and airships as his craft is drawn toward an ethereal, powerful blue light.

As the film progresses, the edge of the ocean comes into view. The man is reassured by a mystical character who urges him on as he sails his boat right over the rim of the world and emerges, flying, into space. He is joined by an armada of pirate galleons, Viking longboats, spaceships and steampunk airships, all traveling toward an unknown destination.

Aptly, Sony’s tagline, “Play has no limits,” is displayed across the final frames.

Sony appointed adam&eveDDB as its creative agency last year. The account had previously been held by BBH New York.

Sony described the new ad as “a metaphor for the journey that we will embark upon to a new era in entertainment.”

“With our new brand spot, we highlight what the PlayStation brand means to us and to our fans. We take the viewer on a journey of the solitary player as he is joined by other gamers within his community as they reach the edge of the known world and then charge bravely together into the unknown,” said Mary Yee, vice president of global marketing at Sony.

“‘The Edge’ speaks to the rally cry for PlayStation. It embodies who we are and what we stand for. We excite and thrill our fans. We will take our fans on this next voyage, past the edge of what they thought gaming was capable of. And we will continue to push the boundaries of play this next generation and beyond.”

CREDITS:

Client: Sony Interactive Entertainment
Brand: PlayStation
Project/Campaign Name: The Edge – Play Has No Limits | PlayStation

Client: Eric Lempel, Senior Vice President, Head of Global Marketing; Mary Yee, Vice President, Global Marketing; Erika Peterson, Senior Director, Global Marketing; Cody Morales, Manager of Brand Marketing and Innovation

Agency: adam&eveDDB
Joint Chief Executive Officer: Mat Goff
Chief Creative Officer: Richard Brim
Executive Creative Directors: Mike Sutherland & Ant Nelson
Creatives: Paul Knott, Tim Vance, Simon Pearse, Emmanuel Saint M Leux
Chief Production Officer: Anthony Falco
Project Manager: Sam McGeorge
Agency Producers: Nikki Cramphorn, Sasha Mantel, Nicola Applegate
Agency Assistant Producer: Clio McLeary
Chief Strategy Officer: Martin Beverley
Planner: David Mortimer
Managing Partner: Sarah Coleman
Account Director: Adam Patel
Account Executive: Jemima St Aubyn
Business Affairs: Dolores King
Social Director: Sophie Chaytor-Grubb
Senior Content Creative: Matthew Osborne
Digital Display Lead: Marceline Le Gaufey
Interactive Creative: Hash Milhan
Integrated Producer: Vanessa Speedy
Assistant Integrated Producer: Richard Bailey
Senior Interactive Designer: Sam Butler
Designer: Rhys Martin
Front End Developer: Ben Aldrich, Jack Christian
Quality Assurance: Mark Sadler
Motion Designer: Hashir Khan
Legal: Trine Odin, Shelley Herbert
Cain&Abel producers: Laura Frischke, Nicola Shanks, Aleksandra Bulkowska, Gerda Aleksandraviciute
Editors: David Smith, Ben Infantino
King Henry Head of Design: Paul Knowles
Retoucher: Mark Henry

Gutenberg Global, Global Business Director: Sybille Chrissoveloni
Account Directors: Theo Tsangarides, Nicoletta Corradi
Account Managers: Thibault Girard, Dominique Berti
Operations Manager: Jon Philips
Head of Production: Mark Dolby

Media Agency: Mediacom
Production Company: Academy
Executive Producer: Medb Riordan
Producer: Dulcie Kellett

Editing Company: Work
Editor: Peter Brandt (60”) and Jamie Hodgson (Cutdowns)

Post Production: Untold
Post Producer: Tom Igglesden & Ellie Joseph
Post Creative Director: Diarmid Harrison-Murray
VFX Supervisors: Tom Raynor & Alex Gabucci


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@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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