PlayStation's big message over the last few years has been showing how its cavalcade of characters break up the monotony of mundane situations, this messaging is turned up to 11 in the brand's latest spot.
The 'It’s Time to Play' campaign subverts the traditional gaming ad (putting the player in a fantastical world) by bringing its fantastical stable of characters into the real world to wreak havoc.
Creative agency Adam&EveDDB's ad features Monster Hunter World’s Palico, Crash Bandicoot, the Fortnite Battle Bus, Fifa 20 stars, Final Fantasy VII's Cloud and God of War's Kratos - many of which are PS4 exclusives, differentiating the work from rivals Nintendo and Xbox.
Mary Yee, vice president of global marketing, Sony Interactive Entertainment, said: "PlayStation is a global brand that resonates with audiences far and wide.
“We are passionate about the joy fans feel from immersing themselves in these incredible stories that are brought to life through our games. Our ‘It’s Time to Play’ campaign, is an invitation to all gamers, from some of our most beloved gaming IP, to join the world of PlayStation and experience the extraordinary power of play.”
Vote for the campaign below in The Drum's Creative Works.