PlayStation: Matrjoska

Advertising Agency: TBWA, Madrid, Spain
Creative Directors: Juan Sánchez, Guillermo Ginés, Montse Pastor
Art Director: Fran López
Copywriter: Peru Saiz
Illustrator / Photographer: Gonzalo Puertas

June 2008


teenquey's picture
290 pencils

meaning? can somebody please explain?

regrat's picture
304 pencils

there is a skinny woman in every fat man.

I would never promote Coca Cola.

ivan's picture

Coke is a great brand. What's wrong with it?

talkingisfree's picture
2710 pencils

It's something that tries to be like the Playstation ads of 3/4 years ago but it's just no sense very bad executed. I don't like it.

Grrrr's picture
1961 pencils

Idea's nice... for Russian public. Looks like a rough photoshop sketch, not final thing, though.

parashute's picture
43 pencils

what do you mean `for Russian public` : ))) matryoshca is a cliche that actually works only for foreigners : ) not for Russians it`s something like showing a bear to comunicate Russia : )))

idea is not so good as other playstation `there`s someone another inside you` stuff. retouch is poor too.

mmackinven's picture
1608 pencils

Russian dolls spring to mind

Cedars's picture
77 pencils


Advertising in Siberia via

Shady Ali's picture
Shady Ali
26 pencils

Don't understand this 1

Shady Ali

sneakyhands's picture
1857 pencils

nipples sell games. if you make the nipples confusing then people will think they're dumb for not getting it. this sucks yak schlong.

Mandark's picture
407 pencils

if you're a fat man feeling like a skiny girl inside, buy PS3? isn't this matrioshka thing been used and over abused?

"U think it's perfect?! Press delete and start again!"

Carlos Garcia's picture
Carlos Garcia
847 pencils

It hurts my eyes and insults my brain.


Cris's picture
47 pencils


nemesis's picture
765 pencils

I think Playstation ads make no sense anymore. They only focus on being bizarre, but I don't see a real message in them.

Wordnerd's picture
6692 pencils

make it always the same guy and put a wii fit logo on it. then i would get it ;)

nicoB's picture
129 pencils

This is amazing, do you guys seriously not understand this ??? its the same idea as nearly all the PS ads. "Become someone else".
Here they say that you can easely change personality.

I like it (but i think the sad day has come: this is less original now)

Wordnerd's picture
6692 pencils

i don't know games where you play fat, normal guys

Guest commenter's picture
Guest commenter

easily change personality? but y do u have to go through 3 morphs to change? that's not easy. i really don't get this ad.

NatalieM's picture
1685 pencils

I've looked and thought, and no, I do not get it.

Whitefang's picture
509 pencils

Natalie dear, that does not surprise me.

whitespace's picture
1953 pencils

the fattest guy ate the fatter guy who ate the fat guy who ate the hot chick with pointy nipples.


Guest commenter's picture
Guest commenter

lol, that pointy nipples grabbed my attention too. i think the fattest guy should be farther since he was the first one to be detached from his feet. what do you think?

dthlb72's picture
545 pencils

in gaming world, you beat up anyone including your ugly self...

theanc's picture
2783 pencils

It's an alien! Don't you see the Nevada-desert-like landscape?


strangera's picture
110 pencils

Another "GREAT" PS3 ad! Pointless as aways. :(

Slashweasel's picture
104 pencils

waste of budget

dlusion's picture
55 pencils

They're going after that illogical and random imagery, but still conveying the various personalities you can become when playing video games. It goes along with PS3 has been doing since the beginning but this one isn't as strong as the others, that's for sure.

strangera's picture
110 pencils

And how we are supposed to get this message :D
I am a gamer, and this image don't speak to me at all :) Or i need to be a genius in order to by PS3 :)

wert's picture
77 pencils

someone to explain this!!!!!!!!!!!

akcelerator's picture
6 pencils

...its best to keep people absolutely clueless about the point..

wert's picture
77 pencils

so the real person in this ad is the girl and the others are "the various personalities"....if this is all about it, maybe I get the idea here.

plamenogn's picture
59 pencils

only people in East Europe can understand this. :) Matrioshka is a Russian toy from the past.
look at here ->
Nowadays there are also such toys, but more actual - with Bush, Osama Bin Laden, Putin etc.

I suppose that PS Brand team wanted this ad for the East European market.
No matter this - PS ads are disgusting in most cases. Like they are not for children but for zombies. ;)

Ramikan's picture

PS3 Slim coming!

Ramikan's picture

PS3 SLIM is coming!

replicante7's picture

I have just wrote a comment about this print in a Spanish blog. Here it is (by copy and paste):

Mi análisis:

Creo que el entorno es muy importante en el mensaje. Sugiere la frontera USA-Mexico y trae a la mente a los espaldas mojadas y a la emigración hispana en Estados Unidos. Induce a pensar que uno de los targets es la nueva generación norteamericana de origen hispano.

Esto respecto al mercado estadounidense, en particular y, extrapolándolo a otros mercados, se dirige a las nuevas generaciones en general por el mensaje de "rompimiento" con el mundo del "pater familia".

Las figuras rotas (y huecas) por sus características son de origen hispano. Probablemente representan tres generaciones de hombres: el abuelo, el padre y el hermano mayor de la joven. Los tres son hombres con vestuario masculino más bien conservador. Sus figuras están huecas, vacías.

De ellas surge la nueva generación (PSP3) representada por una criatura femenina pero con cierto aire andrógino: pechos pequeños, caderas estrechas, óvalo facial femenino y labios carnosos pero con mentón hendido y prominente, pelo recogido. Su vestuario es sencillo y actual, con aire minimalista en contraposición con el vestuario de los hombres.

Es interesante.

Guest's picture

I think this is taking it too far

imdikhan's picture
2 pencils

This idea mean a certain thing
that the play station I the thick form was the first intruduced in the market. then the 2nd derived from the first with more functions and less size (meant the son of te first),
an then the grand daauhter camo into bieng with a trim shap
and never the less more funtions till to the time it is being created.

Guest's picture

The idea is U can play many role.
For all PS ads.

halfstring's picture
288 pencils

Or it can mean: break out of your shell. Kinda spooky.

Guest's picture

PS3, it's not just for fat men anymore? Even hot girls play it?
I still dunno what it means.

Guest's picture

urh. maybe its a ad for PS3 slim? like, the consoles get thinner and the games get hotter?

fouadwehbi's picture
2 pencils

can i purchase the following ad

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