PS3 message moves in new direction

29 Nov, 2007

PlayStation ads have always appeared from the other side of out there and while the latest campaign for Sony's PlayStation 3 still courts the weird and wonderful, according to the design agency behind the new project, TBWA\ London, it marks a significant shift in the message that Sony wants to convey to consumers.

"PlayStation briefs have traditionally been about embracing mood and attitude," TBWA's creative director Al Young told Creative Review magazine. "This brief is about doing that stuff, but celebrating the functionality of the new black box. It's about selling the product features, which is a bit of a first and quite an intimidating thing to do in some ways, because that's what traditional advertising does."

So, does the new TV/online campaign successfully fulfil the brief? If you haven't seen it already, you can watch it at over atPlayStation 3 site,This is Living.