This is advertising
Game TBWA/London created the "This is Living" campaign for Sony Playstation.
Game TBWA/London created the "This is Living" campaign for Sony Playstation.
The PlayStation3 is here. The third generation of the Japanese fun box has been on sale in stores for weeks. And Sony has been busy promoting it. Perhaps also because the Christmas business was completely overslept due to supply bottlenecks. Under the slogan "This is Living", the TBWA/London agency is launching a quirky lifestyle campaign for the Japanese electronics giant. The story is told around eight characters who all stay in a mysterious hotel. It is a crazy world staged by the creative team. There's the hotel receptionist Bubba, who tap dances on the table. Or the money-grabbing mercenary Lieutenant Kovacs, who bathes for hours and delivers confused monologues. Bruce Leghorn plays the foppish quiz show legend, Cherry the naive blonde, Keiji is an introverted Asian and Plato a midfield striker. The troupe is completed by the passionate crook couple Hotdog and Lucia.
In the "Underbelly" commercial, the quirky characters initially only raise questions. Only short snippets of conversation can be heard. A real muddle. In the follow-up spot "Grenade" comes the denouement. The characters appear in a story that revolves around a suitcase full of money that is blown up in an adventurous manner with a hand grenade. It rains banknotes. "This is Living", concludes Bubba.
The campaign is not directly linked to the Sony PlayStation3. There are no technical references at all. The style and design of the commercials are occasionally reminiscent of BMW's short film series "The Hire". The film was directed by Dante Ariola. The film was shot in Merida, Mexico. At the heart of the campaign in Switzerland are one TV spot and two cinema spots. The stories are deliberately left open and are continued on the specially created internet platform www.thisisliving.tv. There, the characters are introduced in more detail on a tour of the hotel.
Christian Lüscher
The PlayStation3 is here. The third generation of the Japanese fun box has been on sale in stores for weeks. And Sony has been busy promoting it. Perhaps also because the Christmas business was completely overslept due to supply bottlenecks. Under the slogan "This is Living", the TBWA/London agency is launching a quirky lifestyle campaign for the Japanese electronics giant. The story is told around eight characters who all stay in a mysterious hotel. It is a crazy world staged by the creative team. There's the hotel receptionist Bubba, who tap dances on the table. Or the money-grabbing mercenary Lieutenant Kovacs, who bathes for hours and delivers confused monologues. Bruce Leghorn plays the foppish quiz show legend, Cherry the naive blonde, Keiji is an introverted Asian and Plato a midfield striker. The troupe is completed by the passionate crook couple Hotdog and Lucia.
In the "Underbelly" commercial, the quirky characters initially only raise questions. Only short snippets of conversation can be heard. A real muddle. In the follow-up spot "Grenade" comes the denouement. The characters appear in a story that revolves around a suitcase full of money that is blown up in an adventurous manner with a hand grenade. It rains banknotes. "This is Living", concludes Bubba.
The campaign is not directly linked to the Sony PlayStation3. There are no technical references at all. The style and design of the commercials are occasionally reminiscent of BMW's short film series "The Hire". The film was directed by Dante Ariola. The film was shot in Merida, Mexico. At the heart of the campaign in Switzerland are one TV spot and two cinema spots. The stories are deliberately left open and are continued on the specially created internet platform www.thisisliving.tv. There, the characters are introduced in more detail on a tour of the hotel.
Christian Lüscher
