I don't know if you guys had some time to catch Sony Playstation's latest series of ads for the PS2 or PS3 game "Syphon Filter", titled "Advanced Spy Fighting Techniques". It's a hilarious parody featuring spokesperson and action hero "Agent_Kevin_78 a.k.a. Dramahawk", a kinda fat, military-obsessed 20-something kid giving us the low-down on the latest in counter-spy field ops. Great work by the folks over at TBWA/Chiat/Day L.A. and Epoch Films.
What's impressive is the shameless, blatant use of guns and aggressive military techniques depicted in there, which are now sure to spur outrage in the ranks of parents, pacifists, and people out there who think video games are already violent, let alone showing videos of kids handling guns. But Playstation has a track record for being outrageous, and I can only think these folks are the kind of people who would drop their pants and moon an entire audience of christian fundamentalists at the local mass, complete with hairy balls and whatnot. But taking in consideration the audience, let's put on our pimples for a minute and agree that there is some funny in there.
What's also impressive in these ads is that these days, you can produce video material with little budget, and still gather quite an impression -- the "authentic botched look" trend speaks. Some audiences like the authenticity more, the blunt comments and the raw feel. And if you can make a series such as this one, you don't want this on TV. This can only be on teh Internets because you won't fool any gamer by throwing this on TV and trying to give it the podcast look.
Authenticity+Trend Insight= A deadly combo. Now you know! And knowing is half the battle. Go Joe!
(Watch the 3rd one first. Yes, I'm random like that, making you do all those little annoying activities).
Sony recently ported their sucessful Bravia creative platform (remember the balls! THE BALLS!) to their Walkman brand, highlighting a new range of products coming out. Featuring a unified signature ("Music. Like No Other"), their latest spot Music Pieces brings together a "special orchestra" that features large groups of people playing the same instrument, playing each part of a different song to improvise one big piece. Some kind of an orchestral beat box, if you want. This concept symbolises the new Sony Walkman Project, which aims at bringing people online to play one small part of a track, then mixing these parts together to create four music pieces by four composers around the world.
Music Pieces
The concept is a realisation of Fallon London, the same agency who brought you the famous falling balls on the street, the colourful exploding buildings,and most recently The Rabbits(which sorta sucked, mates, sorry -- it's a graphic montage! Come on. Live preparation is more striking, that's what it's about), all for Bravia. Nice.
"Feeling is what makes us human", is the message conveyed by this entertaining ad from Y&R Brands Singapore. Seems like Sony is currently focusing its marketing efforts towards brand experience. Smart move. Now let's see if they're able to render this concept intelligently :) More consumer-2-consumer activity coming up for Sony? Who knows.
While I'm at it, here's another PS3 commercial - this time, explaining what the new implementation of the BluRay technology inside the Ps3 means exactly. Agency: TBWA/Chiat/Day. I for one, was curious to see if it'd be worth the 600$ launch price, available to my quite scared wallet starting Nov. 17.
If you guys don't know it yet, the most loved and awaited PS3 will hit the stores across North America on November 17. A teaser campaign has recently begun, titled "Play B3yond", which is currently hitting the NYC (corner LaFayettte and Bond).
Also, you can already feast your eyes on the recently released commercial for this upcoming launch, now available on AdKrispies. Featured soundtrack is An Ending (Ascent) by Brian Eno. The commercial is once again the work of crazy awesome agency McKinney + Silver. I bow in your general direction. Need kickass partners in Canada? Write me. Hehe. Shameless plug.
Ps3 coming. Better get those sleeping bags ready in front of your local electronics store now.
You've all been expecting it furiously, and most probably, you've all already seen it. Nevertheless, I would put shame to this blog if I didn't feature Sony's latest Bravia commercial: Paint.A few months ago, I had an entry about the making of of this fantastic piece of work, but now it's finally out in full splendor.
And I'm a little bit disappointed.
While the previous "balls" ad was awe-inspiring with its delicate and supple soundtrack, its tranquil strength visuals, this one is kind of a let down. Now don't get me wrong, I think it still is an incredible visual achievement. Yet I cannot do anything but agree with my colleague Barry Lachapelle from Enter The Chapel : the one major flaw of the ad is the soundtrack. That music has been overused for everything. From TV-Station candid camera breaks to industrial machine ballets, you. have. heard. it. everywhere. I believe it's Strauss.
I had never seen nor heard about the Sony Mylo(Mylo stands for Mylife Online) digital companion until I saw a recent Rush Mylo ad, downloaded from an RSS feed on my PSP.
Just a bit about the product itself: The Sony Mylois a digital tool that's basically a portable broadband communicator. You can use it to surf the internet, check your emails, IM/chat, make voice calls over the internet, listen to music, check out videos and more. No wires needed - you just get connected through a WiFi spot, and get going. I thought there was an integrated camera in there, but apparently, none yet. Pfff. I don't know why people would get this instead of aSony PSP, which has tons more features, and is about the same price.
Nevertheless, they have this cool new campaign called "Rush Mylo", obviously targeting the golden demographic, youth 18-25. The campaigns mostly feature viral movies about "thumb students" living crazy episodes depiciting college life. You'll find most of these on YouTube, but here are a few anyway.
Among campaign elements, the RUSH MYLO WEBSITEfeaturing an interactive campus on which you can go about, and discover the life of a Thumb Student, and of course many of the Mylo features.
A MOST TRIPPY CAMPAIGN! I love it. Original and complete, noteworthy, talkworthy, with actual movies you can download and view on your Mylo or PSP. Great work from McKinney + Silver, in North Carolina.
I'm a freelancer and free thinker in the field of marketing and communications, trying to continually expand the known universe in my little mind -- and yours.
