SONY PlayStation 2 Commercial – Fun Anyone?

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SONY™ PlayStation® 2)

PS3 – Compare PS3 prices from top stores in Australia

“The commercial will engage you with captivating visuals of intense communal excitement..”

Ref: Sony PlayStation® Australia

From a perspective of a typical multimedia person, The “Mountain“,Sony PlayStation® ad has got to be one of the best ads of the decade. What a brilliant combination of video, special effects and vintage Shirley Temple track – Get on Board Lil’ Children.

EFFECTIVE

The “Mountain” is a part of PlayStation® new “fun, anyone?” brand campaign. As always PlayStation® manages to stay in touch with their audience and customers in a way that Coca-Cola, Pepsi, McDonalds and other giants could only imagine. While everyone else is trying to be cool and hip, PlayStation® actively seeks and attempts to tap into all the possible wavelengths of the youth today. Needles to say – their success in this field is immense.

FRESH

PlayStation® commercials are always fresh, quirky, weird and different. It seems that by bombarding the audience with the unknown and strange we can actually wake the sleepy minds that have been trained to filter out all forms of advertisement. Shock techniques are not a new thing but there is something different with the ad serial coming from PlayStation®.

ARTISTIC

Every PlayStation® ad that we see on TV seems to be a carefully crafted short film with a true artistic value behind the commercial facade. They are not necessarily dark and mean – often they are vibrant, innovative and uplifting.

REALISTIC

The mountain ad simply makes you feel happy after you see it. And what’s beautiful about it is that there is no transparency in their visual effects technology. Everyone today knows that almost anything is achievable by video effects and 3D animation but this ad simply leaves one in doubt – is it for real?

PRODUCTION

The producer of this commercial, Frank Bugden has used over 500 extras, and a production team of 300 people. Frank was assisted by some of the leading producers, directors and crew members with experience in gigantic cinema projects (e.g. Lord of the Rings). We won’t be giving any jewels away – you will have to visit Australian Playstation site for the Fun Anyone? 60 second video clip.

Continued

 

on 2nd December 2003

Word of the author: To be honest,

I didn’t expect such an overwhelming response to what

I’ve written about the Mountain ad. We’ve had around

1500 people on the ad review page already, and all the

feedback we have received was positive. It’s unbelievable

how PlayStation advertisement got everyone involved.

So involved, that they are not just noticing the ad,

but are also actively searching the Internet for more.

The Internet, Multimedia and TV advertising / product

marketing have never been more important, and it looks

like many big boys are loosing the battle for the market.

DOWNLOADS:

Download Soundtrack: Shirley

Temple – Get on Board Lil’ Children (right

click – save as…)

PlayStation

Do you know someone who deserves a nice

present?

Get

Sony PlayStation 2

QUALITY VS CHEAP ADVERTISING

I have a theory that revolves around TV being, not only the centre of the family home, but also a perceptive window and a portal to someone’s domestic environment. Many companies think only about launching their products and do not understand the true meaning of television in someone’s home.

As abstract as it sounds, the concept is really simple.

You don’t want someone with dirty shoes to enter your home and run around the brand new carpet. You don’t want someone incompetent and commercially driven stepping through your front door and giving your children lessons on attitude, fashion, style, food and culture.

So why would we let two guys screaming their guts out in our home?

“Once in a lifetime opportunity to buy cheap stuff, never to be missed out, product A, product B, product C – prices slashed!!! HURRY!!!” louder and louder, ruining the atmosphere in the house, disturbing and annoying the observer. This commercial trash should be classified as (XC) extreme commercial material so people have a chance to turn their volume down or change the channel.

PlayStation ads such as “The Mountain” bring innovation, fun and the quality content to our homes and that’s what all advertisers should strive to achieve – a polite and legal entry to someone’s household.

Well, in reality it isn’t all so bad. Most of the ads today are quite decent, but the real problem lies in the weak effectiveness on the viewer. Many techniques have been attempted, some more and some less successful.

REACHING THE AUDIENCE:

AVERAGING UP

Virgin Blue tries to get down to earth with their language and presentation in order to appeal on the average Joe. This reflects in their web site and TV promotional material such as a provocative “Sexy guy ad – (Virgin 2 Virgin 5 cents), which leads into a provocative sphere which also brings that fresh splash of reactions – both positive and negative – in any case better than no reaction at all.

ATTENTION GRABBING

Subway – have you noticed how some words in their ads deliberately skip and double up? That’s that crucial moment when everyone looks towards the screen. That’s the moment when they capture everyone’s attention. Mission accomplished.

Similar techniques have been used with other ads where producers make the quality of the audio in the ad sound really bad. This causes the ad to jump out of the grey sphere scoring a few curious looks. Well, the “Mountain” ad has achieved just that by Shirley Temple’s kiddie voice which brings that cheeky and happy atmosphere to the whole feature.

Sony PlayStation

DOES IT WORK?
Grabbing the attention alone is not much of a useful process, unless someone is genuinely interested in the product. What’s more important is what happens in the viewer’s mind at the time.
During the commercial break we are all very likely to tune out of the TV program and use that time to talk to others, make coffee or just think about the program that we’ve just seen. By reacting to an “attention grabber” in advertisement, we step outside of our relaxed state and involve a bit of our intellectual effort to understand, classify, categorise, recognise and eventually react to the newly occurred event.
And THAT – is the moment where our brain opens up for input. Information that gets across at that time is far more effective than any other messages that appear on the screen at all other times.

DOES IT WORK?
Grabbing the attention alone is not much of a useful process, unless someone is genuinely interested in the product. What’s more important is what happens in the viewer’s mind at the time.
During the commercial break we are all very likely to tune out of the TV program and use that time to talk to others, make coffee or just think about the program that we’ve just seen. By reacting to an “attention grabber” in advertisement, we step outside of our relaxed state and involve a bit of our intellectual effort to understand, classify, categorise, recognise and eventually react to the newly occurred event.
And THAT – is the moment where our brain opens up for input. Information that gets across at that time is far more effective than any other messages that appear on the screen at all other times.

 

HUMAN CURIOSITY

The human curiosity plays one of the major factors in the process of marketing and advertising. Remember the Vanilla Coke ad – and a guy peeking through the hole? Well that is more of an obvious advertisement implying to the new product and human need to try new things in order to satisfy the curiosity.

However, why stop there? Why watch someone else be curious, why not engage the audience, why don’t we make -them- curious? The element of curiosity can be used on many more indirect levels and in combination with current PlayStation marketing strategies, curiosity is one thing that could be explored a bit more.

Combining all these factors with a wonderful artistic ad style, PlayStation is bound to have, dared to say, one of the most effective marketing campaigns so far.

Next Article: Our TV advertisement story continues with the review of Double Life” ad by PlayStation.

Sony Playstation Ad – “Mountain”

Original Soundtrack with Shirley Temple

Shirley Temple - Get on Board Lil' Children

Shirley Temple

Song Lyrics

Get on Board, Lil’ Children

(Dimples 1936)

The gospel train is a comin’

I hear it yes at hand

I hear the car was movin’

And a rumblin’ through the land

Oh get on board, get on board, get on board

There’s room for many a more

I hear the bell and twinkle

A coming around the curve

She’s playing all her steaming power

And straining every nerve

Oh get on board, get on board, get on board

There’s room for many a more

The fare is cheap and all can go

The rich and poor are there

No second class on board this train

No difference in the fare

Oh get on board, get on board, get on board

There’s room for many a more

She’s there and now the station

Or better don’t be late

But come and get your ticket

And be ready for this train

Oh get on board, get on board, get on board

There’s room for many a more

Oh get on board, get on board,

get on board

Little children

There’s room for many a more

mp3

 

track: Shirley Temple: Get on Board Lil’ Children

(right click – save as…)

File Size: 1.63 Mb

QUICK FACTS:

  • AWARDS: Frank Budgen is also the director of”Double Life” Sony Playstation ad in 1999. Sony ProMedia Commercial Award.
  • ANALOGY / IDEA: “King of the Mountain”the game.
  • LOCATION: The “Mountain” was shotin Brazil.
  • PRODUCTION: GORGEOUS ENTERPRISES
    Who also did:

17 Cosmetics (UK): Knockout

Adidas: Slugs

Honda (UK): Sense

Levi’s: Worn

NASCAR: The 12 Car

NASCAR: Dip

NASCAR: Finish Line

NASCAR: Pit Stop

NASCAR: Remote

Nike: Off Road

Nike: Pretzel

Nike: Shade Running

Nike: Streaker

Nike: Tag

NSPCC: Cartoon

PS2 (UK): Mountain

Reebok (UK): Sofa

Frank Budgen’s other work

Adidas: Slugs

Levi’s: Worn

Nike: Shade Running

Nike: Streaker

Nike: Tag

NSPCC: Cartoon

PS2 (UK): Mountain

Reebok (UK): Sofa

OTHER ADS BY SONY:

PlayStation 2 (UK): Mountain

PlayStation 2: Tractor Beam

PlayStation 2: Gravity Bomb

PlayStation 2 (UK): Winners & Losers

PlayStation 2 (UK): Dancing Robot

PlayStation 2 (UK): Laughing Mouth

PlayStation 2: Consequences

PlayStation 2: Signs

PlayStation 2: Eeeeee

PlayStation 2: Poles

PlayStation 2: Morphoray

PlayStation 2: Devastator

PlayStation 2: Decoy

PlayStation 2: Word on the Street

PlayStation 2: Such Fun

PlayStation 2: Brothers

PlayStation 2: Babies

PlayStation 2: Cops

PlayStation 2: Grandma

989 Studios: Intimidate

Sony: PS9

Sony: Coolboarders 2

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Written by Dejan Petrovic

Dan Petrovic has completed a wide range of educational goals. These have been an important part of his life experience as well. He has a attended Griffith University, Nathan Campus in Brisbane, Australia. While there he completed a Bachelors of Multimedia, with Major in Design. This is complimented by his ability to speak both English and Serbian. He has personal interests in Science, Technology, Education, Futurism, Music and a variety of the Arts. He is also a big supporter of others in these fields of interest. These passions have led him to pursue and run campaigns, private initiatives and activities that promote the advancement of these personal interests. In the professional world he is focused on SEO / Search Engine Optimisation, Link Building, Search Engines, Online Marketing, and is currently the Director / Owner of Dejan SEO. As such, he has also been called on to be a guest lecturer at his own Alma Matter, Griffith University. He also compiles research material and writes papers on topic of search engines. His expertise in this area is his strongest suit professionally. Besides his work, Dan enjoys writing music, hiking, mountain biking and science fiction literature. He is a well rounded and educated individual.


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