Trying to re-create the good old days of those disturbing Chris Cunningham PS2 ads from the last decade? Come on! This one is not even scary (remember the first series ?). “Vive en estado Play” is the new campaign for 19 countries across the Latin America region….
And the main character is Victor, our grown-up baby. He appears in television commercials reminding Playstation players of a time when even the smallest actions, sights and sounds can provoke unhinged and constant entertainment.
Sony’s first official regional advertising campaign for the Latin America region to coincide with the company’s holiday seasons which include the debut of customized product offerings for the region and product releases such as PlayStation Move and Gran Turismo 5. Will this be a reborn of the Playstation hype from the late 90s?
It may work, it may not (Kinect….) but like most of the Playstation ads & campaigns it’s surely grabbing a LOT of attention. The campaign includes a showcase website & a facebook app (quite poor if you try it), & it was developed at Del Campo Nazca Saatchi & Saatchi, Buenos Aires, by executive creative directors Mariano Serkin and Maxi Itzkoff, creative directors Miguel Usandivaras and Joaquin Espagnol.
If you ask us…. we personally still prefer the whole Kevin Butler series (the character used by Sony for North America)….