Sony Interactive Entertainment just launched its latest PlayStation Plus global spot — with a twist.
It doesn't promote a specific game; it promotes the experience.
The creative is by adam&eveDDB.
The work focuses on Mr. Malcolm, an older man who lives in a large home with a secret, cavernous basement. In it is housed an extraordinary array of objects, some intriguing, some scary. They include elements of the PlayStation universe: the BB pod from Death Stranding and Bloodborne’s Saw Cleaver, a Watcher from the world of Horizon.The mesage is that anyone can enjoy PlayStation — if you like thrills, adventure and the unexpected. PlayStation tag asks audiences: "Why be one thing, when you can be anything?"
According to Eric Lempel, SVP, head of global marketing for Sony Interactive Entertainment, the lack of specifics makes the ad distinct.
"When looking at developing our new PlayStation Plus spot, we purposefully stepped back from trying to squeeze in all the benefits members get with the service (and there are a lot). Instead, we focused on what the service provides at its core: discovery, engagement and excitement.
"Plus offers hundreds of great titles. ... The spot is meant to be a quick story that the fans can walk away from and say, “There’s so much going on in the world of PlayStation, and so much I haven’t experienced yet.”
The media agency is MediaCom.