adam&eveDDB’s launch ad for Playstation 5 doesn’t break new ground in creative advertising. In fact, it follows a tried-and-true formula that has been popular this year. It does, though, break new ground for gaming advertising. It’s not a fantasy, it’s an inspiring real-world anthem that celebrates the human desire to push the boundaries of what’s possible.
The aim of the spot was to capture the excitement of discovery in gamers and it uses a combination of archive footage and live action re-enactments to inspire players to seek out the unexplored.
Playstation explained in its blog, “The theme of the spot is centered around the idea of exploration. There is a desire in all of us to explore and discover new possibilities, whether it’s in gaming, or in our everyday lives. We all want to go to places we’ve never been, see what’s never been seen. We tell the story by paying homage to explorers of the past who stood on the threshold of the unknown and pushed past their limits to achieve the extraordinary.”
The ad’s inspirational voice is that of Playstation’s new strategic creative partner, and – no doubt, powerful influencer, Travis Scott.
Credits:
Creative Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Executive Creative Directors: Ant Nelson & Mike Sutherland
Copywriter: Edward Usher
Art Director: Xander Hart
Agency Producers: Jessica Middleton, Persephone Withnell, Rebecca Holt, Panos Louca, Hayley Carter, Cara Swindell & Anna-Louise Vass
Senior Project Manager: Sam Mcgeorge
Planners: David Mortimer & Martin Beverley
Joint CEO: Mat Goff
Managing Partner: Sarah Coleman
Account Management: Mitch Lovich, Adam Patel, Misbah Husain, Madeleine Burrell & Jemima St Aubyn
Business Affairs: Dolores King
Production Company: Somesuch
Director: Daniel WolfeCo-Director: Alex Hulsey
Executive Producer: Tash Tan
Producer: Elly Camisa
Production Manager: Maddy Perkins
DOP: Jakob Ihre
Production Designer: Vova Radlinsky
Service Production Company: Radioaktive
Post-Production Companies: The Mill & MPC
Editing: Trim Editing
Audio Post-Production: Factory
Design Agency: King Henry
Media Agency: Mediacom
Client: Sony Interactive Entertainment (Playstation)
Senior Vice President, Head Of Global Marketing: Eric Lempel
Vice President, Global Marketing: Mary Yee
Director, Global Brand Marketing: Adam Grant
Senior Manager, Global Brand Marketing: Jayne Murphy
Manager, Global Brand Marketing: Dianne Segovia
Brand Managers, Global Brand Marketing: Alejandro Villero & Mattia Maccario
