Sony Playstation: PSP is Here

The U.K. launch of Sony's handheld PSP kicked off recently with a baffling teaser poster campaign that was later paid off with a typically nutty print campaign. Sony continues to capitalize on a quartet of videogame icons, but the PSP has a n

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The U.K. launch of Sony's handheld PSP kicked off recently with a baffling teaser poster campaign that was later paid off with a typically nutty print campaign. Sony continues to capitalize on a quartet of videogame icons, but the PSP has a new set to play with. "The campaign focuses on the functions of the PSP through the four icons unique to its toolbar — the gaming, music, film and stills icons," according to TBWA/London. However, the initial two-week teaser campaign "showcased totally unbranded and seemingly random images of a similar style to those displayed in a photo exhibit." The PSP, which just hit British stores last week, "is going to have a colossal impact," says CD Danny Brooke-Taylor. "These ads are a literal dramatization of that." CD Tony McTear adds, "We simply wanted to strip away the layers and create an ad that you can't describe without describing the product itself." Photography by people/comedy shooter Alan Powdrill, www.alanpowdrill.com.
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About

Credits
Date
Sep 12, 2005
Retouching:
Smoke & Mirrors
Client:
Sony Playstation
Creative:
Danny Brooke-Taylor
Creative:
Tony McTear
Creative:
Simon Hardy
Creative:
James Gilham
Photographer:
Alan Powdrill
Art Buyer:
Claire Delafons
Agency:
TBWA London
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