The immersive world of PS3 is brought to life in the fantasy fairground setting depicted in the ‘Family Day Out’ TV commercial, which sits at the heart of the new campaign.
As a family arrives and tours the entertainment stalls, different family members explore rich, interactive experiences demonstrating the proposition that PS3 provides "a world of endless family fun".
By directly referencing a variety of entertainment and gaming experiences available on the platform – from motion control games on Sports Champions 2, and HD movies on demand such as Ice Age 4, to new ways of playing on Wonderbook and games for everyone such as Little Big Planet Karting, the ad also underlines the promise that PS3 brings the family together – whatever their particular interest or taste.
The accompanying print execution invites mums to enter the world of PS3 by visiting playstation.com/family to discover and learn more about the different features the console offers. Digital creative draws on elements of both the TV and print work to further drive traffic online.
“With a world of gaming and entertainment titles, this campaign for PlayStation 3 takes a unique take on play, igniting the imagination of our audience to discover a range of new experiences as a family” says Al Moseley, Executive Creative Director at 180 Amsterdam.
The campaign began airing on December 7 in the UK where it will run until the end of the year, will also be seen in Ireland, Poland, Austria, Russia, Denmark, Finland, Norway, Sweden, Belgium and the Netherlands.
Credits:
Creative Agency: 180 Amsterdam
Creative Directors: Graeme Hall and Martin Terhart
Art Director: Robbie Graham
Copywriter: Rachel Holding
Production company: Park Pictures
Directed by: Ben Dawkins
Post-production: Glassworks, Amsterdam.
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