The Drum Awards Festival - Extended Deadline

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By John Glenday, Reporter

September 10, 2021 | 2 min read

Sony has positioned itself above the competition for the all-important holiday season with the release of ‘PlayStation – Play Has No Limits’ by Adam & Eve/DDB.

The 2021 spot for the video game brand transports viewers to a fantastical cityscape that takes play to a new level by mixing up the sedate charms of chess with modern parkour and street racing.

Intended to impart the feeling of exhilaration that comes from partaking of gaming experiences, a city grid modeled on a chessboard is the backdrop for a clash of games that tells the story of two rival kings embroiled in one-upmanship.

Told through the eyes of a lowly pawn who navigates the city on the whims of her regal master residing in a penthouse suite above, the allegorical piece charts the challenges placed in her path on-route to the rival king’s throne.

In a blog post, Eric Lempel, senior vice-president and head of global marketing at SIE, wrote: “This new spot takes the viewer on a reimagined journey through one of history’s oldest and most revered games. In a fantastical city as the backdrop, play is governed by rules and limitations – and we see what happens when one player defies conventions and stands triumphant, proving that play has no limits.”

A wealth of Easter eggs paying tribute to some of Sony’s best-known gaming franchises have been scattered throughout the high-intensity scenes for avid gamers to uncover.

The release follows an earlier spot dovetailing with the launch of the PlayStation 5 to build consumer anticipation for the next-generation device.

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