This Is Living

The Pan-European launch of the new PlayStation 3 is a considerably grander affair than the simple TV spots of its US counterpart, with a multi-media campaign containing over 40 pieces of content, including viral films and a six-minute-long “blockbuster” ad, which will be released over a two-month period.

“There’s a circular domino effect where there’s no beginning and no end,” says Tony McTear, joint creative director at TBWALondon, the agency behind the campaign. “There’s not one piece that fully captures the whole idea – the ambition is to draw you in further and further and get you onto the website where you interact on a whole new level.”

The campaign centres around the tagline “This Is Living” and is set within the faded grandeur of a mysterious hotel, the hideaway for an eccentric cast of characters including Bubba, the cheerful receptionist; Plato, a superstar footballer who is recovering from a metatarsal injury; Bruce Leghorn, a disgraced quiz show legend; and Hotdog & Lucia, a sexed-up pair of outlaws. Each character has a viral film explaining their back story, as well as their own pages on the website, and they also come together in a series of cinematic spots that will play out on TV, cinema and online, first in unbranded “trailers” before the full films are revealed. The final six-minute film will first appear as a DVD cover mount on Little White Lies magazine and in Don’t Panic packs before being made available online and at the cinema. In addition, the characters will appear across other web media, including MySpace, Second Life and Flickr, and the hotel will even have its own entry on

“We sought to create something new and innovative that is both relevant to the product and our audience of entertainment enthusiasts who spend their time downloading entertainment, building playlists, blogging and networking online,” continues McTear. “‘This Is Living’ is grounded in the product itself. The PS3 is a piece of equipment that will respond to you and play against you, it has an intelligence of its own. This is followed through on the website, which changes depending on the time of day you visit.”

The website officially opens on the product launch date of 23 March, when the rooms of the characters can be explored and visitors will be able to interact by uploading user-generated content. “People will think that each part is the main thrust of the advertising,” says McTear. “But it will keep coming and coming and coming at you from every different type of media.” Creatives: Tony McTear, Danny Brooke-Taylor, Richard Beesening. Director: Dante Ariola. Production company: MJZ. Website design: LBi group.


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