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Posts Tagged ‘Gemma Knox’

180 Amsterdam’s New Campaign Positions PS4 as ‘For The Players,’ Not the Player-Haters

Last month, “#4ThePlayers Since 1995″ had us feeling all kinds of nostalgia for Playstation memories from bygone eras. Now, 180 Amsterdam looks toward the future with their “For The Players” international PS4 campaign targeting the Christmas gift market.

The integrated campaign runs in Europe, Australia, New Zealand, India, South Africa and the Middle East, comprising “teasers, events and an interactive social media experience ‘The Players Monument” (playstation.com/4theplayers) where people can declare themselves players, adding themselves to a digital interactive monument, and becoming part of the PS4 community.” Make no mistake, this is a huge campaign, one of the most anticipated of the year.

The sentiment behind the campaign is that the design of Sony’s next-gen system centers around the player. Unlike recent Xbox One spots, which emphasize the system’s capabilities as an entertainment system with multiple uses, Sony is very clearly positioning PS4 as a gaming system. While Microsoft attempts to scoop up the casual “attach this to your TV for a high-quality Netflix/Blu-ray player that you can play games with as well” market, Sony is going for the gamers.

The spot features a first person perspective through an immersive world where multiple gaming worlds have been set free. You’ll recognize some of “the most famous heroes and villains ever to play a part in PlayStation’s” gaming worlds throughout the ads scenarios. I won’t give away too much, as spotting these for yourself is part of the fun. It’s a great way to build anticipation from nostalgia, and look toward the future as the spot highlights upcoming PS4 titles as well. The spot was shot in Budapest by director Scott Lyon for production company Outsider. Al Moseley, President & Chief Creative Officer, 180 Amsterdam described the campaign as “drenched in gaming culture, incredible effects and with every detail and every pixel it delivers to the true gamer.” If all that’s not enough to get you excited for the PS4, this should be. Credits after the jump. Read more

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Asics Wants You To Beat Yourself

Competitively, not abusively. The Asics “Better Your Best” campaign created by 180 Amsterdam asks you to embrace the athletic quest for self-improvement that usually disappears from New Year’s resolution lists by mid-January. It’s encroaching on that “My Better is Better than Your Better” Nike sentiment from years past, but not enough to warrant the benign fury of the commenters. Winning against yourself is always less messy than whooping on others.

The commercial’s message can only be described as marathon running sessions inspired by zombie apocalypses inspired by Memento. However, the problem with bettering your best in a race against yourself is that you always lose–probably a fallacy Asics doesn’t want you to think about if you like the glass half-empty. Still, a viscerally powerful spot worth watching.

On a side note: there are six short films where international athletes like tennis player Gael Monfils and volleyballer Dragan Travica discuss ways they focus on continuously improving at their respective sports, but these don’t add much to the campaign. They’re full of athlete-speak cliches we’ve all heard a thousand times too many. Asics and 180 can still better their better for next time. Credits and one of the shorts after the jump.

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