The majority of PlayStation print ads are not as memorable as their television counterparts. Television can appeal to the eyes and ears, but print can only appeal to one sensory perception. That's why perhaps the majority of the ads you've seen today are of the video variety. The collection of ads you're looking at in the picture above are not particularly striking nor are they exceptionally bad. However, the images are not what's important; what's important is the copy. The powerful slogans of "Do Not Underestimate the Power of PlayStation" and "Live in Your World, Play in Ours" are the driving force that have kept the brand alive for two generations.
The "Power of PlayStation" in particular focused on ads that suggested that PlayStation gaming wasn't just for kids but provided an experience that could be appreciated by an older, more mature crowd. As far as we can tell, it worked; no other console has shared the same success that the PSOne and PS2 had. No other consoles have made such leaps into widening the market than what Sony had done -- both the PlayStation and PS2 have sold over 100 million units each. That says a lot.
Even better than that was the "Live in Your World, Play in Ours" ads, which focused on the concept of escapism in gaming. While this one has been around for quite some time, it wasn't until the 2002 restructured campaign that this slogan was used in a prominent manner. The campaign even earned an Effie Award for 2004. Perhaps you may not have remembered the images, but most likely the slogans have left their mark.
2. PS2 - PlayStation 9
The "PlayStation 9" commercial was meant to advertise the PlayStation 2 and coincided with its North American launch back in October 2000. What makes this particular advertisement successful is that it captured the imagination of gamers, communicated a multitude of messages, and all at the same time presented these thoughts in a short and stylish manner. The connotations of future change from one PlayStation generation to the next was a symbolism of the current change at that time -- that the movement from PSOne to PS2 would be an exponentially huge difference.
It also placed into viewers' minds the idea that the brand was only beginning -- that the future would hold much more. It not only showed gamers that innovations would always come with each iteration but also associated with the message of dedication -- that the PlayStation name would be around for that long and will still be making high-quality products. Many gamers loved the commercial; others were confused and are still awaiting the PS9.
1. PS/PS2 - Double Life
Debuting in 1999, this magnificent TV spot from Frank Budgen (same creator as "Mountain" at #9) was widely exalted and critically acclaimed for its romanticized vision of gaming culture. It gave non-gamers intellectual insight into our hobby and industry, and painted the most vivid image of escapism that PlayStation slogans like "Live in Your World, Play in Ours" have been communicating all along. Double Life is the ultimate poetic ode to what the PlayStation brand is at heart.
We're not alone in our love for Double Life. Our good friend Scott Steinberg, author of Videogame Marketing and PR and founder of Embassy Multimedia Consultants shared with us his thoughts: "Pure genius, nothing less... From sheer caliber of script to general casting, dialogue, acoustics, camerawork and striking use of both color and imagery, this promotional spot commands the audience's attention like few other videogame ads – or advertisements, period – that've come before. Epic in scope, yet elegantly capturing every man's desire to transcend the boundaries of mundane life, to this day, the piece remains nothing short of iconic... not to mention instrumental in conveying the PlayStation family's inherent scope and value. Watching for the first time, it's near impossible to take your eyes off the screen, even if, upon reflection, the number of half-naked men and face time they're afforded proves slightly disproportionate... and disturbing. Still, it's quite possibly the first and truest example of modern "pull" vs. "push" game marketing in motion: Regardless if you can appreciate the depth of the prose, or simply prefer the promo's off-kilter sense of humor – seriously, is that a real baby or homicidal Cabbage Patch doll? – it's impossible to peel yourself away."
Being recognized for its excellence, Gorgeous Enterprises and TBWA London have been inducted into the Clio Awards Hall of Fame in 2007. As Double Life becomes immortalized, the opening words will forever replay in our minds: "For years I've lived a double life ..." and we respond: "haven't we all?"
