Sony Playstation has launched a new campaign to revamp its subscription service PS Plus with a tense and cryptic video spot.
Created by Omnicom-owned agency adam&eveDDB, the video depicts a seemingly normal man going about his daily routine. As the film progresses however, it is revealed that he has lived many different lives.
The fantastical spot follows Mr Malcolm through his house as he delivers a plate of raw meat to a hidden monster behind a door in the basement of his home. A selection of objects that he has collected from games throughout the years can be seen by viewers, including Jin Sakai’s mask from Ghost of Tsushima and a Watcher from the Horizon Zero Dawn video game.
With the strap-line, “Why be one thing, when you can be anything?”, the video intends to highlight the many worlds and games on offer with the gaming brand’s subscription service.
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The film was directed by Henry Hobson through MJZ, and created by Richard Gayton and Darren Beresford, with media planning carried out by MediaCom.
“The launch of any new product or service requires you to communicate a proposition clearly to the consumer, and the additional task with marketing a service is knowing that the work isn’t done after launch,” Sony Playstation senior vice-president and head of global marketing, Eric Lempel, said.
“The product is alive and constantly evolving, post-launch growth requires continuous marketing to keep consumers engaged.”
“Another big challenge when marketing a service is that there are typically a lot of features to try to explain in the creative assets – especially in a 60-second spot. 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.”
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