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Sony is gearing up for a major fourth-quarter push for its PlayStation 2 videogame console, with ads slated for high-profile shows in prime time and a movie-theater effort tied to holiday films.
The campaign is part of Sony’s $250 million global marketing effort and marks the second tier of a branding push created by TBWA\Chiat\Day, Playa del Rey, Calif., under the tagline, “Live in your world. Play in ours.” The effort features four TV spots, including “Grandma,” in which a woman thinks her mother, who lives in a retirement home, is losing her mind.
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