The Sony Playstation 3 launch has been linked with a television and cinema advertising campaign resembling a set of quirky movie trailers. Viewers of the “This Is Living” series are introduced to a set of eccentric characters, including Bruce Leghorn, the disgraced quiz-show host, who yearns for a return to his glory days, Lieutenant Kova, the orphaned mercenary, Cherry the ambitious goggle-eyed blonde, and Hot Dog and Lucia, an exotic, passionate criminal couple. All characters are linked in their quest to define the very essence of the campaign idea: “This is living.” Viewers are encouraged to familiarise themselves further with the hotel through a link to the web site www.thisisliving.tv
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The advertising reaches its climax with a series of character sketches and an additional trailer. This will be followed by a TV and cinema campaign, breaking in May, and later, the full six-minute film, available on DVD cover mounts on a number of independent film titles.
The pan-European campaign is a move away from PlayStation’s former TV-centric strategy and incorporates more than 40 different pieces of content.
The ‘This Is Living’ advertising campaign was developed at TBWA, London by executive creative director Steve Henry, with creatives Tony McTear, Danny Brooke-Taylor, Richard Beesening, and agency producer Tracie Stokes.
Editors were Andrea MacArthur and Amanda Perry, at Peepshow, London.
Post-production at The Mill, London, was done by producer Darren O’Kelly, Flame artists Chris Knight and Neil Davies, Flame Assist Gareth Brennon, Smoke artists James Pratt and Aiden Thomas, 3D producer Steven Venning, 3D artists Mikko Martikanen, Mario Ucci, Eva Kuehlmann, Luke Tickner, Ross Urien.
Audio post-production was done by Jack Sedgewick at Wave Studios, London.
The music comes from Nino Rota’s soundtrack for Federico Fellini’s 1973 movie, Amarcord.