Sony is celebrating the launch of Playstation business in 19 countries across the Latin America region with “State of Play”, an advertising campaign celebrating the capacity for the playfulness to continue beyond childhood. Victor, the baby man, appears in television commercials reminding Playstation players of a time when even the smallest actions, sights and sounds can provoke unhinged and constant entertainment. See the online campaign at www.vive.playstation.com and Facebook.
Play the two videos here in Sony’s Viddler-based format. Apologies to iPhone and iPad viewers. The YouTube versions have had the sound removed due to a copyright claim by Warner Music Group.
The State of Play campaign was developed at Del Campo Nazca Saatchi & Saatchi, Buenos Aires, by executive creative directors Mariano Serkin and Maxi Itzkoff, creative directors Miguel Usandivaras and Joaquin Espagnol, agency executive producer Adrin Aspani, producer Lucila D’Amico, advertiser’s supervisors Mark Stanley and Rossana Schach, account director Joseph Baide, executive account Reinier Suarez, regional account coordinator Ana Bogni.
Music in the first commercial is “Young at Heart” by Frank Sinatra, a song which first appeared in the 1954 film, Young At Heart. Most YouTube versions of the commercial have had the sound removed over copyright claims by Warner Music Group.