PlayStation 4 has launched the ‘Welcome to the Future of Play’ campaign to entice gamers to upgrade to the next generation console in the run-up to Christmas.
The campaign, created by 180 Amsterdam, kicked off earlier this week with a 60- second TV ad, directed by Ruben Fleischer the director of ‘Gangster Squad’.
This saw three gamers use the PS4’s new features to survive a real-time Viking assault.
The agency was tasked with building upon the success of last year’s ‘For the Players’ PS4 launch campaign, which recently picked up the Grand Prix and Gold at the prestigious European Effie Awards, by showcasing the PS4’s features to a wider audience while appealing to current players.
Backing the TV ad will be print and out-of-home ads in Europe, Australia, New Zealand, India, South Africa and the Middle East.
Usama Al-Qassab, vice president of marketing at PlayStation, SCEE, said: “With the 'For the Players' campaign we challenged 180 Amsterdam to create an electrifying campaign which would empower, unite and galvanize players all over the world.
“Our aim is to build on the 'For the Players' promise, consolidating PlayStation 4's position as undisputed leaders in the next generation console market, as well as proving that PlayStation truly is the best place to play.”
Last November, 180 Amsterdam discussed with The Drum, its 'For the Player's campaign, which accompanied the launch of Sony's PlayStation 4 gaming console.